Marketing: Real People, Real Decisions is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace. With this book, the authors show how marketing can come alive when practiced by real people who make real choices. The 3rd European Edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps students actively learn and retain chapter content, so they know what's happening in the world of marketing today. This edition features a large number of new cases from prominent marketing academics and professionals from around Europe.

How did the advertisers of the past sell magnetic corsets, carbolic smoke balls or even the first televisions? Which celebrities endorsed products? How did innovations in printing techniques and packaging design play a part in the evolution of advertising? And what can these items tell us about transport, war, politics and even the royal family? 'Vintage Advertising: An A to Z' takes a fresh look at historical advertising through a series of thematic and chronological juxtapositions. Richly illustrated from the John Johnson Collection of Printed Ephemera at the Bodleian Library, this book features a range of topics from Art to Zeitgeist, showcasing how nineteenth- and early twentieth-century advertisements often capture the spirit of their age and can be rich repositories of information about our past.

Social networking venues have increased significantly in popularity in recent years. When utilized properly, these networks can offer many advantages within business contexts. Strategic Uses of Social Media for Improved Customer Retention is a pivotal reference source for the latest scholarly research on the implementation of online social networks in modern businesses and examines how such networks allow for a better understanding of clients and customers. Highlighting theoretical concepts, empirical case studies, and critical analyses, this book is ideally designed for researchers, practitioners, professionals, and upper-level students interested in improving and maintaining customer relationships.

Technology plays a vital role in bridging the digital divide and fostering sustainability in educational development. This is evident through the successful use of social media in educational marketing campaigns and through the integration of massive open online courses to reorient learner interactions in higher education environments. Marketing Initiatives for Sustainable Educational Development contains the latest approaches to maximize self-guided, interdisciplinary learning through the use of strategies such as web-based games to elicit collaborative behavior in student groups. It also explores the important role that technology serves in educating students, especially in the realm of technological skills and competencies. This book is a vital resource for educators, instructional designers, administrators, marketers, and education professionals seeking to enhance student learning and engagement through technology-based learning tools.

Stay up to date with the current principles and major themes of Marketing, from theory to practice. Marketing: An Introduction, 4th edition by Brennan, Harker, Armstrong, and Kotler introduces you to the most up-to-date principles of Marketing, offering a complete overview of the discipline and full coverage of the current themes. Ideal for undergraduate and postgraduate students, as well as professionals, the textbook retains its clarity, coherence, and authority in presenting the main marketing concepts, encouraging you to apply what you learn to real commercial practices through numerous case studies from Europe, the Middle East, and Asia. What will you learn about Marketing in this latest edition? You will be guided through five major themes: creating value for customers, building and managing strong brands, measuring and managing ROI, harnessing new marketing technologies in the digital age, and marketing responsibly around the globe. You will be presented with a comprehensive outline of marketing theory and practice because Marketing is a company-wide function. You will be provided with the most up-to-date coverage of current issues in Marketing, including the implications of Brexit for the European marketers, changes in the rules and regulations such as the General Data Protection Regulations of the EU, and the rise of mobile marketing and networked consumer. Your learning experience will flow seamlessly between the book and the online environment, with chapter links to European bodies, marketing journals, case study questions, and multiple-choice questions. With an approachable style and variety of features and applications, this must-have guide will provide the tools you need to gain a broad insight into this ever-expanding field and think like a marketer.