A unique examination of the continual over-simplification of marketing, and how marketers run the risk of blurring the line between simplifying and simplistic to the detriment of their brand.
Published: September 2017, Paperback
Compare and contrast the widely differing approaches to predictive analytics and predicting consumer choice, and develop your understanding through practical terms that are grounded in business reality.
Published: April 2017, Paperback
Explores the development of account-based marketing (ABM) as a business practice, the pitfalls to avoid, and a step-by-step process for those wishing to set up an ABM programme and run it strategically.
Published: March 2017, Paperback
Access insider stories from leading companies including BMW, Twitter, Deloitte and Bloomberg, on how digital culture has improved their business practices, leading to increased adaptability and productivity.
Published: January 2017, Paperback
Identify the formula for creative success by following nine groupings of 62 creative elements based on the periodic table, covering the principles, values and attitudes associated with creativity.
Published: December 2016, Paperback