Marketing
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![Handbook of Research on Customer Equity in Marketing]()
Handbook of Research on Customer Equity in Marketing
Edited by V. Kumar, Denish Shah
Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metri...eBook:Find out more$65.00
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![Handbook of Research on International Advertising]()
Handbook of Research on International Advertising
Edited by Shintaro Okazaki
The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom b...eBook:Find out more$60.76
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![Handbook of Research on Born Globals]()
Handbook of Research on Born Globals
Edited by Mika Gabrielsson, V. H. Manek Kirpalani
This impressive Handbook provides a dynamic perspective on the development of successful born global firms, including evolutionary phases and pathways of growth, emergence of entire born global industries, role of founders’ linkages, exp...eBook:Find out more$60.76
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![Handbook of Developments in Consumer Behaviour]()
Handbook of Developments in Consumer Behaviour
Edited by Victoria K. Wells, Gordon Foxall
Consumer research incorporates perspectives from a spectrum of long-established sciences: psychology, economics and sociology. This Handbook strives to include this multitude of sources of thought, adding geography, neuroscience, ethics ...eBook:Find out more$60.76
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![Handbook on the Experience Economy]()
Handbook on the Experience Economy
Edited by Jon Sundbo, Flemming Sørensen
This illuminating Handbook presents the state-of-the-art in the scientific field of experience economy studies. It offers a rich and varied collection of contributions that discuss different issues of crucial importance for our understan...eBook:Find out more$65.00
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![Handbook of Islamic Marketing]()
Handbook of Islamic Marketing
Edited by Özlem Sandıkcı, Gillian Rice
The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research. The topics covered by eminent contributors from around the world...eBook:Find out more$65.56
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![Handbook of Marketing Strategy]()
Handbook of Marketing Strategy
Edited by Venkatesh Shankar, Gregory S. Carpenter
This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocati...eBook:Find out more$68.76
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![Handbook of Business-to-Business Marketing]()
Handbook of Business-to-Business Marketing
Edited by Gary L. Lilien, Rajdeep Grewal
This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships betw...eBook:Find out more$75.96
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![Handbook of Marketing and Finance]()
Handbook of Marketing and Finance
Edited by Shankar Ganesan
Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are co...eBook:Find out more$65.00
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![Handbook of Research in International Marketing, Second Edition]()
Handbook of Research in International Marketing, Second Edition
Edited by Subhash C. Jain, David A. Griffith
The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lac...eBook:Find out more$65.00
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![Handbook of Pricing Research in Marketing]()
Handbook of Pricing Research in Marketing
Edited by Vithala R. Rao
Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. ...eBook:Find out more$81.56
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![Handbook on Brand and Experience Management]()
Handbook on Brand and Experience Management
Edited by Bernd H. Schmitt, David L. Rogers
This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding bran...eBook:Find out more$65.00
