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Evans P: Referred

Referred

The quiet way lawyers win the clients they want

This book provides a comprehensive overview of marketing for the tourism and hospitality industry. With a focus on the Indian subcontinent, it explores various frameworks and marketing strategies and their application in diverse areas and markets.

Concepts and Cases

Tourism and Hospitality Marketing

This timely book challenges the prevailing notion that marketing is--or should be--a purely scientific discipline. Drawing inspiration from Germaine Greer's claim that "marketing is the art form of the twentieth century," Tasgal argues that the field's relentless pursuit of scientific rigor--particularly its imitation of physics through universal laws, reductionism, and "arithmocracy"--has suppressed marketing's artistic and cultural essence.Tasgal delivers a powerful call to action for marketers and communicators, urging them to reclaim creativity from the margins and restore it to the heart of their work. He asks why creativity was ever isolated and reserved for a select group of "creatives," rather than recognized as fundamental to all marketing endeavors.The Art in Marketing Book offers a compelling vision for bridging the false divide between science and art in marketing, showing how a shift toward an art-centered approach can unlock greater distinctiveness, creativity, and meaningful insight for brands in today's complex marketplace.

Why we need less science and more art in marketing

The Art in Marketing

Apply entrepreneurial thinking to build sustainable marketing strategies in resource-limited environments. Principles of Entrepreneurial Marketing by Paul Booth and Zach Thompson is designed for undergraduate and postgraduate students studying marketing, entrepreneurship and small business management. Aligned to core modules in entrepreneurial marketing and venture creation, this textbook equips students with the fundamental knowledge and applied skills required to design effective marketing strategies in start-up and growth-focused contexts. This textbook provides a structured framework that guides students through identifying market opportunities, developing new ventures and crafting marketing strategies that support sustainable growth. From understanding the customer journey to developing pricing strategy, brand purpose and digital presence across ecommerce platforms and social media, this book connects theory directly to entrepreneurial action. This textbook includes: - A step-by-step entrepreneurial marketing framework with defined learning deliverables - Guidance on pricing, digital marketing, customer journey mapping and growth planning - Activities such as building a content calendar, planning an ad campaign and developing a brand identity kit - Real-world examples and entrepreneur interviews linking theory to venture creation, including from BigBelly (USA), Inspired Bicycles (UK), Pauline Cosmetics (Kenya) and Mecado Libre (South America) &gt;Whether studying marketing, entrepreneurship or preparing to launch a venture, Principles of Entrepreneurial Marketing provides students with the strategic tools and practical confidence to build innovative, market-driven businesses.

Strategy and Applied Practice

Principles of Entrepreneurial Marketing

The Bloomsbury Handbook of Entrepreneurial Marketing

How Creators Can Build Brands and Drive Sales

Creator Marketing & Commerce Media

Series on Innovation and Knowledge Management

Communication And Knowledge Transfer: Theories And Cases In Journalism, Public Relations And Advertising

World Scientific-Now Publishers Series in Business

Marketing for Economists and Life Scientists presents a new perspective on marketing, i.e., viewing it as a mechanism to reduce pre-purchase risks. Since products are designed, produced and marketed to pre-selected target markets, there are consumers whose preferences differ from that design and may find ex post that the product does not fit their needs. This long assumed heterogeneity among producers and consumers is viewed as the ground for uncertainty. Spanning over 18 years of research, Heiman and Zilberman focuses on marketing tools designed to reduce uncertainty and incorporates marketing thinking and principles into an economic framework. The mathematical detailing has been reduced to a minimum and the theoretic principles will be presented in the text. The book has been written for economists and life scientists to understand what marketing is and how it can be used to create demand and profit and market innovations.

Marketing For Economists And Life Scientists: Viewing Marketing Tools As Informative And Risk Reduction/demand Enhancing

Routledge Studies in the History of Marketing

This book addresses the need to understand marketing practices in the context of the rich and varied history of India. Such an understanding will not only enrich marketing as a discipline, but also provide marketers and academics with valuable insights into the cultures and behaviors of Indian consumers. By analysing historical writings on business in India over 2000 years, and providing a coherent narrative of the marketing practices during these periods, it critically engages with the larger socio-economic structures which influenced, and were influenced by these practices. All scholars of marketing history will find this a fascinating and unique assessment of a highly significant market.

History of Marketing in India

Develop culturally intelligent marketing strategies for a digitally connected global marketplace. International Marketing is designed for postgraduate marketing students studying International Marketing and International Marketing Strategy. This textbook equips students with the theoretical frameworks and applied tools required to design, implement and evaluate marketing strategies across borders in an increasingly digital and regulated environment. Sue Ollerhead explores how brands can enter, compete and grow internationally while remaining culturally sensitive, legally compliant and strategically coherent. This book integrates core international marketing theory with practical application, covering market entry strategies, dynamic pricing, cross-border brand positioning and digital platform management. Students examine how organizations adapt products and services to meet local market needs while maintaining universal quality standards, sustainability commitments and ethical responsibility. Legal and regulatory considerations are embedded throughout, alongside discussion of environmental impact, societal expectations and global governance frameworks. Real-world examples from Coca-Cola, Depop and MPesa illustrate how international marketing decisions influence long-term brand performance and customer relationships across diverse markets. This textbook includes: - Guidance on digital international marketing, including market entry, pricing and cross-border brand strategy - Chapter overviews, key learning outcomes, key concept boxes and exercise questions - Online resources including lecture slides and a lecturer's manual with exercise answers - Strategic insights and analysis on operating effectively within international environments

Utilize a Digital Approach in International Marketing Strategies

International Marketing

The companies that win with AI won't be the ones that adopt it. They'll be the ones that rebuild around it.
Your old growth playbook is breaking down. AI is collapsing moats, compressing product cycles, and reshaping how customers buy. Meanwhile, your teams are still executing strategies built for a slower, more stable world. Market-Led Growth shows you how to rebuild-fast.
This is not a book of tactics. It's a blueprint for transforming how your company senses shifts in demand, adapts GTM in real time, and scales with the market-not against it. You'll learn how to decentralize decision-making, embed AI into execution, and move capital, people, and priorities at the speed of market signal. If you're serious about building a company that thrives in the AI era-not just survives it-this is your operating manual.

A new operating system for business in the age of AI

Market-Led Growth

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