This best-selling book is unique in that it parallels the organization of an introductory marketing textbook, but it explores key marketing concepts in the context of today's digital/Internet envir…
Ideal for undergraduate courses and students from a mix of academic majors, Focusing primarily on the consumers of insurance, the text blends basic risk management and insurance principles with con…
Branding technology products is different from branding other types of consumer products. Manufacturers have to overcome technophobia and a distrust of new products, which consumers often feel will…