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 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
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
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
