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Offering a new framework for nonprofit brand management, this book presents the model Brand IDEA (Identity, Democracy, Ethics and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social mission,...

This package includes a physical copy of Principles of Marketing,6e by Kotler as well as access to the eText and MyMarketingLab. Suitable for undergraduate Principles of Marketing courses, this classic textbook has provided many generations of marketing students with an exceptional introduction to marketing, written by one of the masters. With...

The guide to targeting and leveraging business opportunities using big data analytics By leveraging big data analytics, businesses create the potential to better understand, manage, and strategically exploiting the complex dynamics of customer behavior. Analytics in a Big Data World reveals how to tap into the powerful tool of data analytics...

Economists increasingly recognise that engagement with social ontology - the study of the basic subject matter and constitution of social reality - can facilitate more relevant analysis. This growing recognition amongst economists of the importance of social ontology is due very considerably to the work of members of the Cambridge Social Ontology...

The modeling of dependence structures (or copulas) is undoubtedly one of the key challenges for modern financial engineering. First applied to credit-risk modeling, copulas are now widely used across a range of derivatives transactions, asset pricing techniques, and risk models, and are a core part of the financial engineer's toolkit. However, by...

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