Fully updated latest edition of this textbook. Provides start-to-finish approach to planning a firm's marketing, complemented by brand-new content on digital marketing and sustainable marketing. Includes best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management.
Illustrates concepts with real-world case studies. Key themes include digital marketing strategies, sustainability-driven marketing, the marriage of data analytics and marketing intelligence, and the impact of emerging technologies on marketing strategies. Also touches on subjects such as entrepreneurship, supply chain management, and internal marketing.
Learn about the building blocks of metamarketing, Generation Z and Generation Alpha and the technologies they use daily, metaverses and extended reality, and potential obstacles and solutions for creating a more interactive and immersive experience.
Collins uses stories from his own life as a top marketer, from spearheading digital strategy for Beyonceฬ, to working with iTunes and Nike+ on their collaboration, to the successful launch of the Nets NBA team in Brooklyn, to break down the ways in which culture influences behavior.
Learn to send better, more relevant emails that generate more opens, more clicks, and, ultimately, more sales. Showcases a variety of companies that are using personalized email to better connect with their audience.
Examination of nostalgia as a construct. Presents and discusses four studies to show the possible effects of nostalgia in the context of sport marketing, charitable giving, sustainable consumption and sports tourism.
Longest-running series of books that provide reviews of multi-item measures used in scholarly studies of consumer behavior.
Business news and analysis. Peer-reviewed research. Industry reports by country. Part of Proquest Databases. Read more about this resource or visit the help page.
Provides access to journals in communication, mass media, and related fields with additional access to approximately 170 journals not available in Communication & Mass Media Complete.
U.S., China, Canada, and global industry market research and company benchmarking reports. Funded by the College of Business Administration. Read more about this resource.
Create custom maps using downloadable U.S. datasets. Topics covered: people (demographics, consumer expenditures, market segments, sales potential), businesses (establishments, employees, retail sales), consumer price index, crime, and weather. Geographies available: states, congressional district, counties, cities, zip code, census tract, block groups, and street address. Not all data available in all geographies.
Current data for 10,000+ advertising agencies with key accounts, 15,000+ advertiser profiles with annual spending, and 100,000+ brand names. Includes contact information for key personnel within agencies and advertisers. Does not work in Internet Explorer. Learn how to search this database.
New Feature: Winmo users can now access demographic data and social audience intelligence and track social media followers with the new StatSocial add-on for demographic insights. Search for a company or navigate to the Advanced Search and click Companies or Brands and click on Social Demographics. Learn more about the StatSocial add-on.
