Advertising & Promotion: An Integrated Marketing Communications Perspective provides students with a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. Guolla introduces students to advertising and …
Digital Marketing is targeted primarily for undergraduate courses with flexibility to support certificate and graduate programs. Twelve chapters with three foundational chapters covering general topics of digital marketing and seven chapters focused on how to use marketing theory and concepts, in co…
Engage students in derivative securities with a dynamic, market-based approach that bridges theory and practice. Authored by veteran derivatives instructors with over 18 years of industry experience, this textbook integrates modern pedagogy, including flipped classrooms, interactive polling, and aut…
