Social networks are the new norm and traditional marketing is failing in today's digital, always-on culture. Businesses across the world are having to face up t

`This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is eq

This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. The book provides a series

Romancing the Market is a radical rethinking of marketing understanding. Marketing and consumer research are dominated by the neo-classical ideals of the Enligh

Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'. Drawing on consumer, management, indus

Commercializing Innovation: Turning Technology Breakthroughs into Products shows how to turn ideas from R&D labs, universities, patent offices, and inventors in