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This book shows the capabilities of Microsoft Excel in teaching marketing statistics effectively. It is a step-by-step, exercise-driven guide for students and practitioners who need to master Excel to solve practical marketing problems. Meer
This textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. Meer
This book addresses the neglect of visual creativities and content, and how these are commercialised in the music industries. While musical and visual creativities drive growth, there is a lack of literature relating to the visual side of the music business, which is significant given that the production of meaning and value within this business occurs across a number of textual sites. Meer
This unique text focuses on the application of global marketing principles specifically for small tourism businesses around the world and provides the building block for effective and practical marketing plans. Meer
Despite pervasive digitaltechnologies, digital marketing is still in its infancy. The term digitalmarketing is commonly used but its meaning is far from concise. Meer
This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Meer
This volume analyses the positive effects that tourism generates on resident’s quality of life, and how this influences tourists’ quality of life as they enjoy an enriching experience in the destination they visit. Meer
Sports are big business. Most companies want to expand into global markets, enhance their brand and understand varying market conditions.
This textbook supports sports marketing students as they learn about the challenges and opportunities that are specific to the global sports industry. Meer
This book focuses on recent developments in consumer law, specifically addressing mandatory disclosures and the topical problem of information overload. Meer
This volume explores the interconnection of social, political, technological and economic challenges that impact consumer relationships, new product launches and consumer interests. Meer
This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Meer
Relationship management (RM) is an essential part of business, but its success as a business model can be hard to measure, with some firms embracing a model that is truly relationship-orientated, while others claim to be relationship-orientated but in fact prefer transactional short-term gain. Meer
This essential reference work is contemporary and comprehensive, providing multiple perspectives on controversial topics within macromarketing such as trade versus aid, and ethical distribution of wealth. Meer
Offers an overview of the development of marketing thought using a range of key publications that cover the history of marketing thought. This work introduces historical figures that have played an important role in developing marketing thought. Meer
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