Cambridge Marketing Handbook: Marketing Communications looks at the contemporary integrated communications mix, in the light of the changes in digital marketing

This handbook sets the scene for marketers while asking some uncomfortable questions and raising some challenging issues. Do we need marketing at all and why do

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 fee

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 show

There are only two categories of purchases that people can make: products or services. Each, by its very nature, demands a different approach to marketing and s