In this “radically conservative” book, the authors advocate a “back-to-basics” approach to marketing that replaces the relentless quest for differentiation with a relentless focus on these types of ba
The world’s first research-based leadership guide for marketers in the 21st century.No matter what business you’re in, marketing in the digital age presents unique challenges—and limitless opportuniti
The BBC is a central part of British life, shared culture and international standing. It is the British public's most important and trusted news provider in a world of global fake news; a hugely popul
Over the past ten years, there has been growing interest in the process of strategic decision-making among both managers and researchers. Strategic decisions are important for five main reasons: Th
