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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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This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging…

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This publication takes the professional marketer on an exciting journey into the world of luxury goods and services. It considers some of the ways in which the luxury industry has been disrupted along with opportunity analysis of a rapidly expanding Asian,…
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In today’s increasingly connected business world, there is new pressure for local brands to go global, and a need for already global corporations to cater to new audiences that were previously ignored. Islamic Perspectives on Marketing and Consumer Behavior:…
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This book gives emphasis on the latest trends and developments in marketing, with stress on the significance of communication between marketing and all the other fields of the business. It introduces new views in successful tactical market planning, and gives…

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Selbst in wirtschaftlich schwierigen Zeiten werden Millionen Euros sinnlos in Werbung versenkt. Warum? Weil Marke sich nicht über Emotionen, Kreativität, einen USP erklärt. Die Ursachen für jeden Markenerfolg liegen im Unternehmen. Und nur dort. Marke hat sich in…
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Globalization stems from many sources, but as Thomas Gould makes clear, advertising is a primary driver of trans-global cultural change. Gould argues that advertising often carries unfiltered and unblocked cultural messages in addition to commercial speech; as…
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Asia is no longer simply the continent to which the world turns for outsourcing and off shoring of production, leaving retailing to Western countries. Asia now contains many of the world’s largest markets plus many emergent markets as well. North America is fast…
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In The China Dream, acclaimed business journalist Joe Studwell takes to task the predictions that China will become an economic juggernaut on the world stage in the twenty-first century -- and instead foresees an economic crisis. He argues that since the days of…
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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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The first edition of this book was released under digital format (eBook) in 2014. In 2015, a second edition of the eBook was released, containing, besides minor changes here and there, two important additions: Chapter VII about “the Japanese Consumer Mindset” and…

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Marketing bildet für jedes Unternehmen, das erfolgreich am Markt operieren will, eine grundlegende Aufgabe. Dabei hat das Unternehmen nie die volle Kontrolle über alle erfolgsbeeinflussenden Faktoren. Umso wichtiger ist es, alle zu beeinflussenden Faktoren…