Global Marketing Strategy

Boasting an unrivalled selection of online learning resources at www.pearsoned.co.uk/brassington, which includes multiple choice questions that test your learning and help monitor your progress, video interviews with top Marketing Managers, answering your questions on how they use the theories of marketing every day in their professional lives, a full online Glossary explaining the key terms of ..

Suitable for undergraduate Principles of Marketing courses, this classic textbook has provided many generations of marketing students with an exceptional introduction to marketing, written by one of the masters. With global examples and completely up-to-date with the latest marketing techniques, Principles of Marketing looks at the major decisions that marketing managers face in their efforts to

Consumer Behaviour: A European Perspective 3rd edition provides a comprehensive, lively, contemporary and practical introduction to consumer behaviour. It shows how research and concepts in this subject can inform and be applied to broader/strategic marketing issues. The unique five-part micro-to-macro wheel structure takes a multi-disciplinary approach to the discussion of consumer behaviour ...

Profiling 21 hugely successful global brands, this book explores how they came to have such international prominence. From Adidas to Sony, spanning four continents, these inspiring profiles uncover the remarkable stories behind well-known brands.

The essential text for all marketing students. With its established authority and reputation, this new edition is the ideal text for marketing modules at undergraduate, MA or MBA level.

Useful for first-time marketing students, this book leads them through their course from basic principles such as 'what product should I market?' to more specialised topics such as 'Relationship Marketing'.

Brands are dead. Advertising no longer works. Weaned on cable TV, and the Internet, the short-attention-span generation has become immune to marketing. Or so we're told. This work argues that we're experiencing a more important and lasting shift in the dynamic between consumer and consumed than these reductive conclusions would suggest.

Examines marketing within the context of a dynamic, contemporary environment. This book explains theoretical concepts effectively, using a range of mini-cases that bring the subject alive - from Kit Kats to Harry Potter, from obesity to the rejuvenation of the Skoda brand.

Offering tips on identifying customers, using online resources, satisfying your customer's needs and boosting your sales, this guide helps readers put together a winning marketing strategy and turn their plans in to profit.

Highlights the important change needed to sell and win business in a more sophisticated and competitive marketplace. This title gives practical advice on how to: get a sale when your service is not the cheapest; turn your customer into an ambassador; build a positive attitude; and beat the competition close a sale.