Written in two parts, this handbook provides a reference for practitioners, and for those who wish to complete a professional qualification. The first part expl

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In the last two years, consumers have experienced massive changes in consumption – whether due to shifts in habits; the changing information landscape; challe

There are only two categories of purchases that people can make: products or services. Each, by its very nature, demands a different approach to marketing and s

Pricing is an emotive and complex topic, demanding an understanding of a number of domains of business knowledge. In this accessible handbook we present practic