"Marketing accountability has become a hot topic in the boardroom. This book explains how marketers and their agencies can communicate the value of marketing an

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international

Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The n

EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded The second edition of the international best