Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume.
A comprehensive, in-depth guide to modern market research. Includes overviews of traditional and emerging methods of data gathering and analysis. Good discussion also of issues such as biased sample questions or 'leading' focus group moderation.
Part of a new Oxford series of brief introductory guides to various topics, this book offers a short history of advertising, explains how the industry works, and discusses controversial areas of advertising, such as advertising aimed at children and the promotion of products such as cigarettes and alcohol.
A suite of online tutorials that offers introductory content on marketing basics, marketing research, customers & markets, product management, distribution, advertising & promotion, pricing, and managing & planning.