Palgrave Studies in Marketing, Organizations and Society

Customer Asset

Understanding and Managing its Value

Financial Dimensions of Marketing Decisions

Financial Dimensions of Marketing Decisions

Marketing Effectiveness and Accountability in SMEs

A Multimethodological Approach

Marketing Effectiveness and Accountability in SMEs

A Multimethodological Approach

Visualizing Marketing

From Abstract to Intuitive

Visualizing Marketing

From Abstract to Intuitive

Contemporary Trends in Marketing

Problems, Processes and Prospects

Contemporary Trends in Marketing

Problems, Processes and Prospects

Customer Asset

Understanding and Managing its Value

Maladaptive Consumer Behavior

Theory, Research, and Intervention

Maladaptive Consumer Behavior

Theory, Research, and Intervention

Godfather Marketing

Prophecies for the Markets of the Future

From Marking Products to Marketing Brands

A Legal Perspective on the History of Brand Marketing

From Marking Products to Marketing Brands

A Legal Perspective on the History of Brand Marketing

Relationship-Oriented Sustainability Marketing

Concepts, Challenges, and Opportunities