The landmark tenth edition of McGraw-Hill’s leading textbook, Principles and Practice of Marketing provides a contemporary introduction to marketing, covering all the theoretical principles, frameworks and concepts that form the backbone of marketing education, and looking at how they apply in mod…
In its 5th edition International Marketing guides students to understand the importance of international marketing for companies of every size and how going international can enhance value and growth. It provides a solid understanding of the key principles and practices of international marketing. T…
OVERVIEWBuilt to focus on what matters most in today’s high-tech globalised world, the second edition of Digital Marketing combines curricula needs with practitioners’ insights from across the entire spectrum of the subject area. The book takes a thoroughly application-based approach and is use…
Marketing was designed to show today’s social and digital students how marketing adds value and how firms maintain and rely on value for establishing lasting relationships with customers.The eighth edition represents the authors’ most extensive revision today, exploring both fundamentals and new…
Marketing: The Core, 9th Edition, is a briefer, 18-chapter version of Marketing, 15th Edition, the most rigorous and robust program on the market. The Core 9e takes a pedological approach that focuses on high engagement, personalized marketing, traditional and contemporary coverage, a rigorous fra…
M: Advertising examines advertising from the perspective of the advertiser as well as the specialists who create advertising. M: Advertising takes students beyond theory to learn about roles within each of these organizations, and to consider which they might one day play themselves in a highly vi…
