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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 economic integration between the European Union and Mexico is of strategic significance to both parts. The EU is Mexico’s second most important trading partner and an integral piece in the diversification of its economic dependence from the United States.…

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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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The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that…

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Después de leer Marketing en esencia cambiarás tu manera de pensar sobre el marketing. Te será difícil volver atrás y quedarás sin excusas al momento deponer manos a la obra y posicionar tu marca.Con una innovadora perspectiva e integradora metodología, la autora…

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Online Business   Table of contents   Chapter one Chapter two Chapter three Chapter four Chapter five Chapter six Chapter seven Chapter eight

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In recent years, a critically oriented sub-stream of research on Muslim consumers and businesses has begun to emerge. This scholarship, located both within and outside the marketing field, adopts a socio-culturally situated approach to Islam and investigates the…

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Are you a small business owner who wants to take your technology business to the European market? Do you find it hard to find practical information about how to get in front of (and convince) the right decision makers? Based on the experiences of numerous…

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In the ever-changing world of complex international rules, laws, regulations, and customs, even seasoned export/import professionals may find themselves in unfamiliar situations. Export/Import Procedures and Documentation puts reliable solutions to problems like…

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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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Turbocharge your marketing efforts with the powerful FUSE! strategy The Fusion Media Marketing Bible explains how to pinpoint the most effective elements of your traditional marketing efforts and combine them with social media and digital marketing to reach more…