This essay attempts to structure a forward-looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to

The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stag

Market-Driven Management adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach re

This book explores the changing socio-economic and technological landscape of the 21 century and what it means. It adopts an industrial economic approach, whils

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of deve