Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisified in the same way.

The 4th edition of International Marketing has been written...

Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment.  The text’s guiding principle, as laid out clearly and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more...

If there's anything the recession of 2009 taught us, it was the importance of investing in our customers, but when was this any different? So says Joseph Jaffe, bestselling author of Life After the 30-Second Spot and Join the Conversation, and a leading expert and...

In today's economy, maximizing the performance of every employee is critical to business survival and growth. Gen Y—sometimes called Millennials—provides an enticing opportunity for employers to increase their short-term profitability and create a long-term competitive advantage. Almost 80 million strong, Gen Y is the fastest...

The very best business isn’t born out of hunches, macho tactical skirmishing or simply ‘being busy’, but is the product of careful calculation and understanding customers’ needs, wants and aspirations. Marketing Strategy Masterclass is a ‘how to’ book of marketing strategy focused on doing what our...

International Exploration of Technology Equity and the Digital Divide: Critical, Historical and Social Perspectives explores and presents research that centers on the historical, political, sociological, and economic factors that...

This book describes the landscape of cloud computing from first principles, leading the reader step-by-step through the process of building and configuring a cloud environment. The book not only considers the technologies for designing and creating cloud computing platforms, but also the business models and frameworks in real-world...

This is a basic text in International Marketing, a major knowledge area for students of management studies. This book attempts to make learning of the nuances of the subject easy and enjoyable for students. International trade, economic free trade zones, embargoes on exports, and tariff and non-tariff barriers that the companies face overseas...

In this compelling opus on reform, driven by extensive research, authoritative anecdotes, and insider interviews, eminent law professor and legal theorist Joel Bakan points out that as a legal and economic entity, the modern corporation is essentially pathological in nature, placing the profit motive above any social value or accountability....

As the world falls deeper into economic downturns and warfare, the question of credibility (how leaders gain and lose it) is more important than ever. Building on their research from The Leadership Challenge, James...

Providing 95 percent of the 500 billion pounds of organic chemicals produced in the world, the petroleum and natural gas industries are responsible for products that ensure our...