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Marketers should be aware that there is a large amount of regulation and legislation and that ignorance of the law is not an excuse. However, many marketers feel very unsure how the various rules and regulations affect them. This handbook examines the key issues that affect marketers in marketing communications, including both traditional media...

The consequences of a primary focus on shareholders over the last few decades has emphasized that a new model of value creation is necessary. Today's economy demands organizations that create value, not only for shareholders but also for customers, employees, leaders and society. Businesses that face up to this challenge by focusing on all the...

This is a straightforward guide to the key things that all marketers need to know about marketing research. This handbook takes the reader step by step through: the basic principles of market and marketing research; the key roles that research plays in marketing decision making; how to go about planning your research; the types of data and key...

Marketers have long held the view that the customer should be central to all they think about, all they do. Yet the developments of the last few years have shown that other forces are at play that can be at least as powerful and long lasting. A broader group of stakeholders exists whose needs and interests must be understood and satisfied in the...

Pricing is an emotive and complex topic, demanding an understanding of a number of domains of business knowledge. In this accessible handbook we present practical information and tools to enable the reader to make important decisions knowledgeably and confidently, and to explain these decisions to colleagues. The material has a strong Value theme...

The Handbook of Logistics and Distribution Management is the definitive introduction to all the main elements of modern logistics and distribution. An invaluable guide for distribution, logistics and supply-chain professionals as well as students it covers key topics such as planning for logistics, procurement and inventory decisions, warehousing,...