Douglas West, John Ford, Essam Ibrahim, Matteo Montecchi
Practical, relevant, and with implementation at its core, this is the ideal guide to strategic marketing. The fourth edition offers extensively-revised global examples throughout, and unique interviews with practitioners to give invaluable real-world insights and advice.
Larry Percy, Richard Rosenbaum-Elliott
The most authoritative guide to strategic advertising management, with strong foundations in theory and a wide range of international examples.