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In this compelling work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. As industries turn increasingly hostile, it is clear that…

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Companies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary source of every…

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From the source you trust most-everything you need to start up, grow, and prosper in international trade... If you're excited by the opportunities you see in international trade but nervous about facing a world of problems you don't understand, you've come to…

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"Creativity in marketing communications is one of the most potent ways for companies to increase their productivity. This book contains case after case, which demonstrates the leveraging power of innovative thinking in advertising today." -Joseph E. DeDeo…

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``Solution Selling is the most comprehensive sales and sales management process available today. Mike Bosworth has the best understanding of sales process in corporate America.''Jeffrey M. Fisher, Vice President, Symix Computer Systems.

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Relying heavily on case studies, Japanese-U.S. Business Negotiations is a cross-cultural study of both the psychologies and linguistics involved. It gives practical advice on how to better understand the Japanese negotiators, and shows how to translate this…

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Business leaders need to embrace sustainability in order to ensure the lasting success of their organizations. Co-authors Suhas Apte and Jagdish Sheth bring their expertise from practice and from academic to illustrate how business leaders can embed…

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This ambitious study, by a leading Spanish Social Scientist, analyses the mutual relationship between politics and the economy. Focusing on the experiences of Southern and Eastern Europe, it examines the complex interdependence bewteen democracies, economic…

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Trade secrets are valuable. Executives know that, but do they also know how easily they can be stolen? Marketing expert Michael Budden thinks not. The departure of unhappy employees, sabotage by current employees, or simply the carelessness of managers unmindful…

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This volume reviews the effects of the Uruguay Round agreements on the East Asian economies. It assesses the impact of the "greatest trade agreement in history" on the most dynamic and fastest growing region of the world from an East Asian/West Pacific…