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Pricing on Purpose explores the importance of pricing, one of the four Ps (product, promotion, place, and price) of marketing, that is largely ignored in business literature. Pricing is the opportunity for a business to capture the value of what it provides to…

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A new collection filled with winning ideas and strategies for improving¿ your sucess in the retail business... 2¿authoritative books, now in a convenient e-format, at a great price! Smart Retail, the world's #1 guide to retail success, complete with crucial,…

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The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical…
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Since its first edition in 1985, Patrick McNeill's Research Methods has become a classic introductory text for students of sociology at A level and in undergraduate courses as well as for a range of specialists in education, business, social care and medicine who…
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The main aim of International Marketing, is to provide solid foundations that are useful for explanation, prediction and control of international business activities. The authors have developed a strong conceptual and theoretical framework to help to understand…

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The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand…

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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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This book combines scientific research and professional insights on brand and marketing strategy development in major emerging growth markets. It presents a detailed outline of the Brazil, Russia, India and China (BRIC) markets to understand their cultural and…

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This book presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. It addresses diverse…

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This book explores how traditional retailing operates in the new competitive environment of a combined e-tailing and brick and mortar marketplace. In drawing together the cutting-edge research of a global group of experts in the field of consumer behavior, this…

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Globalization has had a profound impact on the sports industry, creating an international market in which sports teams, leagues and players have become internationally recognized brands. This important new study of contemporary sports marketing examines the…
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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…