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Under the contemporary business conditions of hyper-competition, incessant change and pressure for growth and profitability, better management of marketing budg

Now updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading market

Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delive

A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and evaluation,

"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