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Initially developed in Japan by Nintendo as a computer game, Pokémon swept the globe in the late 1990s. Based on a narrative in which a group of children capture, train, and do battle with over a hundred imaginary creatures, Pokémon quickly diversified into an…

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Global Issues in Pharmaceutical Marketing presents a balanced, research-based perspective combined with a practical outlook on the current issues faced by the ethical, biotech, and generic segments of the pharmaceutical industry. It integrates an analytical…

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The key to a successful business is knowing the market. How to Get Rich in Exporting offers business owners, investors, and entrepreneurs all the need-to-know information to succeed in the field. Written as an in-depth, straightforward reference guide, this book…

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This book is a study of the economics of the large international firm, but is at the same time a study of one of the world’s most important industries. International firms face difficult problems in attempting to deal with the conflicts between their own interest…

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The role of advertising in everyday life and as a major employer in post-industrial economies is intimately bound up with processes of contemporary globalization. At centre of the advertising industry are the global advertising agencies which have an important…

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How do you take individuals who have never done business with your organization and work on them till some of them eventually become the best possible customers that you have? How do you decide how much to spend on various marketing tactics? How do you think…

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The SEO provides a great marketing strategy, whereby it considers how search engines work, and what people need, in terms of information, services … and then works towards providing the relevant information based on its target audience. SEO for your online…

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Wat maakt van een merk een sterk merk? Reclamemensen en marketeers krijgen niet om het even wat verkocht, en ze zijn niet de enigen die een merkimago bepalen. Hoe efficiënte beeldvorming dan wel verloopt, doet voormalig reclamemaker Guillaume Van der Stighelen in…

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This study analyses the causes of British manufacturing investment overseas, focusing primarily on the period from the mid 1960s to the mid 1980s. During these years there were significant changes in UK direct investment and this book represented the first major…

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The historical link between marketing and markets, prevalent until the 1960s, has given way to the view of marketing as a portable set of tools applicable to markets and non-markets alike. By re-establishing the connection between the two, this book examines the…

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WHAT MAKES AN EFFECTIVE AND SUCCESSFUL MARKETING LEADER? The 12 Powers of a Marketing Leader , by former McKinsey Partner Thomas Barta and senior London Business School professor Patrick Barwise, is the first research-based leadership book for marketers in the…

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Global Account Management explains the significant challenges of establishing a global account strategy and guides you through the process of decisions and actions required to manage global accounts successfully. The book provides a thorough, workmanlike template…