For undergraduate and MBA courses in consumer behavior. Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people's social experiences.

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To help students understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.

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This comprehensive, market-leading text emphasizes the three major driving forces behind E-commerce—technology change, business development, and social issues—to provide a coherent conceptual framework for understanding the field. For the undergraduate and graduate e-commerce course in any business discipline.

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Cet ouvrage explique aux entreprises l'importance d'adopter un comportement éthique et de communiquer à ce sujet via les réseaux sociaux.

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Keller's market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. For students, managers and senior executives studying Brand Management.

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Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing. The excitement, challenges, and controversies of global marketing. For undergraduate and graduate global marketing courses.

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The text that helps students thrive in today's retailing industry. It provides a strategic, decision-making approach that illustrates how retailers plan for, and adapt to, today's changing and complex retail environment. For undergraduate and graduate retail management courses.

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This best-selling, brief text introduces marketing through the lens of creating value for customers. For undergraduate Principles of Marketing courses. With engaging real-world examples and information, it shows how customer value–creating it and capturing it–drives every effective marketing strategy.

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Electronic Commerce provides a thorough explanation of what EC is, how it's being conducted and managed, and how to assess its opportunities, limitations, issues, and risks—all from a managerial perspective. For undergraduate and graduate electronic commerce courses.

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Un retour d'expérience très instructif de la part des entreprises ayant développé des stratégies sur les réseaux sociaux : exemples d'échecs ou de réussites, pour en tirer les leçons.

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Le marketing en action aborde la discipline d'une manière vivante et concrète en guidant les étudiants pas à pas dans la réalisation de leur premier plan de marketing.En plus : une simulation marketing offre des situations concrètes de travail.

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Le manuel indispensable pour exister et se faire connaître sur le web. Ce guide vous aidera à définir votre stratégie et à développer un marketing plus efficace.

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Connaître son identité culturelle et mettre en place une stratégie marketing efficace. Le moyen de construire un message symbolique fort, qui distingue et positionne l'entreprise vis-à-vis de son public.

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Parce qu'elles fascinent, excitent et passionnent, on oublie que les marques de luxe sont un produit marketing comme les autres...

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