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Principles of marketing / Gary Armstrong, Stewart Adam, Sara M. Denize,... Australia, Sydney, N.S.W. : Pearson, 2018xxvi, 550 p : ill. ; 29cm.A flagship marketing resource that provides an introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning. Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature `linking the concepts' helps students test and consolidate understanding as they go. The latest edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills
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Sense & respond : how successful organizations listen to customers and create new products continuously / Jeff Gothelf, Josh Seiden. Boston, Massachusetts : Harvard Business Review Press, 2017253 p. ; 24 cm.We re in the midst of a revolution. Quantum leaps in technology are enabling organizations to observe and measure people s behavior in real time, communicate internally at extraordinary speed, and innovate continuously. New technologies are transforming the way companies interact with their customers, employees, and other stakeholders.But this is no mere tech issue; it is quickly becoming the key operational Read more...
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