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When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this…

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Professionals today, whether scientists, engineers, entrepreneurs, or managers, need to maximize their effectiveness. Real world problems are complex and must be tackled with adequate conceptual tools. Hard work and motivation are not enough. Professionals need…

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Accelerating life sciences product performance is critical to optimizing a new product's life cycle in today's fast-paced, competitive marketplace. There is a significant need for a comprehensive and informative book that reviews the strategy and tactics of the…

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Many have described the Japanese competitive success in information technology; very few have explained it. In this book Martin Fransman advances our understanding by developing the concept of the Japanese Innovation System--an arrangement consisting of competing…

Paperback | German

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Business Consulting in a Multicultural America , a revised and expanded edition of the popular Multicultural Marketing and Business Consulting , provides a comprehensive, multidisciplinary, and multicultural approach to business strategy and consulting. It…

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An end-to-end guide to developing secure Web sites. This comprehensive guide presents a broad overview of all security aspects associated with the World Wide Web. It describes in depth the protocols and techniques available to help you secure your company's…

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Sage Advice on Going Global Root's perspective is extremely insightful, and clearly the work of one who knows his topics from personal experience. It encapsulates what some of us have taken decades to learn through trial and error. -- Larry D. Bouts , president,…

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This detailed, systems theory approach to successful public relations management is the first to apply management by objectives to public relations practice. Citing actual managerial practices of more than 150 public relations organizations, the text focuses on…

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