Marketing: Books

The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development.

The Oxford Handbook of International Business comprises twenty-eight original chapters that reflect both the present structure of the field and the major intellectual issues of current and likely future interest. Demonstrating analytical insight and critical thinking, the authors are all authorities on their chosen topics and have been active as leaders in the Academy of International Business. Their chapters survey and synthesize relevant literature of recent years.

This book offers guidance for those who practice media planning on a daily basis as well as those who must ultimately approve those strategic media decisions. Written in a common-sense style and full of current brand examples, the book is a must-read for all who will be involved in the media decision process that impacts advertising effectiveness.

In The End of Marketing As We Know It, Zyman reveals, with characteristic flair, the counterintuitive and often provocative marketing strategies and tactics that earned him the nickname "Aya-Cola" on Madison Avenue and helped to increase the market value of The Coca-Cola Company from a mere $56 billion to an astounding $193 billion in just five years. Visionary and rogue, The End of Marketing As We Know It captures a seismic shift in marketing, from the master of the trade.

Key Concepts in Marketing is one of a range of comprehensive glossaries with entries arranged alphabetically for easy reference. All major concepts, terms, theories and theorists are incorporated and cross-referenced. With over 600 key terms defined, the book represents a comprehensive must-have reference for anyone studying a business-related course or those simply wishing to understand what marketing is all about.

Most businesses blithely cling to common marketing wisdom - and many pay the price by failing. That's the tough premise of this book, which offers unconventional solutions and counter-intuitive answers adaptable to almost any business situation.

Packed with recent case history thumbnails, all-new information on Internet marketing, and a thorough updating throughout, the third edition of The Marketing Plan outlines a comprehensive, systematic approach that guarantees results. This essential guide leads readers through every key stage of preparing and implementing a marketing plan.

The buying habits of baby boomers really do differ from those of their parents. The authors show how marketers can use each group's consumption patterns to reach both markets most effectively. By analyzing each cohort's buying habits in various purchasing situations, the book dramatizes the need for customized marketing strategies.