"The undisputed global bestseller in marketing management that reflects changes in marketing theory and practice An encyclopaedia of marketing, the classic Marketing Management is considered as the authoritative book on the subject. Inspired by the US editions, the 5th European edition of this...

Understanding marketing management -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and...

Firms are increasingly devoting attention to corporate citizenship initiatives. Despite the great interest in these initiatives, there is little academic research on their potential effects to guide managerial decisions. This article draws on theories from the consumer behavior literature to...