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Strengthen your understanding of the principles of marketing
management with this bestselling text. Marketing Management, 4th
edition, European Edition, by Philip Kotler, Kevin Lane Keller,
Mairead Brady, Malcolm Goodman, and Torben Hansen is considered by
many as the authoritative text on the subject. The textbook covers
a wide range of concepts and issues, accurately reflecting the
fast-moving pace of modern marketing. Combining traditional
marketing with new concepts, the text maintains accessibility,
theoretical rigour, and managerial relevance. Now in its 4th
edition, Marketing Management remains current with fresh learning
features including: New examples from across the world. The
inclusion of European academic thought in the text. A focus on the
digital challenges for marketers. The importance of creative
thinking and its contribution to marketing practice. Case studies
throughout to consolidate understanding. A key text for both
undergraduate and postgraduate programmes, this edition will
provide you with all the tools you need to be successful in your
course.
Creativity and Strategic Innovation Management was the first book
to integrate innovation management with both change management and
creativity to form an innovative guide to survival in rapidly
changing market conditions. Treating creativity as the process, and
innovation the result, Goodman and Dingli emphasise the importance
of a strategic approach to management through fostering creative
processes. Revised and updated for a second edition, this
ground-breaking book now includes: A new section on contemporary
themes in innovation management, such as the use of social media
and sustainability. More coverage of entrepreneurship, ethics,
diversity issues and the legal aspects of technology and innovation
management. More international cases and real life examples. The
book is also supported by a range of new tutor support materials.
This textbook is an ideal accompaniment to postgraduate courses on
innovation management and creativity management. The focused
approach by Goodman and Dingli also makes it useful as
supplementary reading on a range of courses from management of
technology to strategic management.
Creativity and Strategic Innovation Management was the first book
to integrate innovation management with both change management and
creativity to form an innovative guide to survival in rapidly
changing market conditions. Treating creativity as the process, and
innovation the result, Goodman and Dingli emphasise the importance
of a strategic approach to management through fostering creative
processes. Revised and updated for a second edition, this
ground-breaking book now includes: A new section on contemporary
themes in innovation management, such as the use of social media
and sustainability. More coverage of entrepreneurship, ethics,
diversity issues and the legal aspects of technology and innovation
management. More international cases and real life examples. The
book is also supported by a range of new tutor support materials.
This textbook is an ideal accompaniment to postgraduate courses on
innovation management and creativity management. The focused
approach by Goodman and Dingli also makes it useful as
supplementary reading on a range of courses from management of
technology to strategic management.
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