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Praise for the first edition: ‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway ‘First rate and comprehensive. This book has got it just right: a rich blend…

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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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Tying together of several distinct cultural patterns during this century to create a culture of respectability and its impact on popular culture, trade, politics, social dynamics, and literature, this original and thoughtful work provides a comprehensive and…

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Marketing Plans for Services, Third Edition is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship…

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Der Detailhandel sieht sich aktuell mit grossen Herausforderungen konfrontiert: Ein zunehmender Einkaufstourismus, Konsumzurück-haltung, insbesondere aufgrund einer Verunsicherung gegenüber der gesamtwirtschaftlichen Entwicklung, gesättigte Märkte und in vielen…

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A Manager's Guide to PR Projects picks up where classic public relations textbooks leave off. It provides hands-on guidance in planning the preliminary research for a public relations project and creating a plan to achieve specific goals, guiding the reader…

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First published in 1978. This book provides a simple, systematic, yet rigorous treatment of the key aspects of the pure theory of international trade and distortions. The opening chapter presents the standard two-factor, two-commodity barter model of…

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Customer value management is a managerial approach in which customers are perceived as the company’s asset, the value of which may be measured and increased through the organization of processes around customer relationships. This book deals with the topic of…

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In this unique work of scholarship, Edd Applegate surveys the key figures and events that transformed the American business landscape from its colonial beginnings to that Mad Men moment when advertising “went professional.” In The Rise of Advertising in the…

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In a society overrun by commercial clutter, religion has become yet another product sold in the consumer marketplace, and faiths of all kinds must compete with a myriad of more entertaining and more convenient leisure activities. Brands of Faith argues that in…

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Completely updated third edition-insights into the lucrative foreign exchange markets for both beginner and expert traders. A renowned authority on international investing brings the complex machinations of the foreign currency markets vibrantly to life.…

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Diplomarbeit aus dem Jahr 2008 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, Hochschule Heilbronn (Studiengang Electronic Business), 82 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Das…