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Zara is the best known Spanish brand at an international level, and is listed among the hundred most valuable companies in the world. This insightful new book reveals the secrets behind Zara's success and examines the steps that its creator, Amancio Ortega,…

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Use the latest digital technologies for lifelong customers and repeat sales “Arthur Middleton Hughes is database marketing’s Great Explainer. He has a unique gift for taking complex subjects and breaking them down in ways people can easily understand.…

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The corporate world is typically structured in silos. Managers urgently need to overcome this "silo" effect by fusing ideas across different functional areas in the firm. In Fusion for Profit, Sharan Jagpal, a well-known and highly respected multidisciplinary…

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A framework for transforming business cultural clashes into cultural synergy. As the global economy continues to expand, the need for cross-cultural understanding is a key component to business success. In the U.S. and Japan alone, more than two million business…

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Multinational companies need to manage their relationships with multinational customers with a globally integrated approach. This book provides a systematic framework for developing and implementing such global customer management programs. It draws on in-depth…

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This book presents new ideas and tools across a wide range of marketing activities, from product and market selection and definition, to pricing, promotion and distribution. All companies and all managers can and should apply some of the practical advice…

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"A standard cataloging text for several years...continues to be important reading not only for catalogers but also for department supervisors and library managers." -BOOKLIST

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Today's consumers are more knowledgeable, networked, and vocal. For them consumption is not merely an act of buying products and services, but an expression of their creative potential. Consequently, they are demanding a say and a voice in how companies…

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In The Rise of Advertising in the United States: A History of Innovation to 1960, Edd Applegate traces how the explosion of newspapers in the American colonies laid the groundwork for the first advertising agents, leading to America's first class of professional…

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This innovative volume studies women as economic, political, and cultural mediators of space, gender, value, and language in informal markets. Drawing on diverse methodologies—multisited fieldwork, linguistic analysis, and archival research—the…

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You've chosen this book. Which probably means you're a marketer, you've heard of scenarios and you want to know what they can do for you. Can they help with everyday marketing issues like brands, channels and relationships? The answer is yes. Rooted in…