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Kobo ebook | German

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Der Autor tritt mit der ganzen Erfahrung seiner 35-jährigen Berufstätigkeit als Marketing-Manager in führenden Unternehmen der deutschen Getränkewirtschaft engagiert der Illusion entgegen, dass es im Markenartikelgeschäft nachhaltige Erfolge ohne substanzhaltige…

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Savvy managers no longer look at contracts and the law reactively but use them proactively to reduce their costs, minimize their risks, secure key talent, collaborate to innovate, protect intellectual property, and create value for their customers that is…

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This volume examines agenda-setting theory as it applies to the news media’s influence on corporate reputation. It presents interdisciplinary, international, and empirical investigations examining the relationship between corporate reputation and the news media…

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Leading experts present cutting-edge ideas and current research on product placement! The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider…

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This book presents a very novel and strategic approach to Sales Management, an area that has suffered from a lack of sophistication in practice. This content-rich and thought-provoking book has a very unique positioning: It considers the sales performance of an…

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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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This volume addresses the importance of images of nations in international relations. One fundamental assumption is that the behavior of states is not the same as that of individuals. States are social systems whose behavior as a rule directly corresponds neither…

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The authors present a powerful and tested approach that helps managers see a business’s every action through the eyes of its customers. This approach is organized around the values that matter most to customers: Acceptability, Affordability, Accessibility and…

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Brands are everywhere: in the air, on the high-street, in the kitchen, on television and, maybe even on your feet. But what are they? The brand, that point of connection between company and consumer, has become one of the key cultural forces of our time and one…

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Covering all aspects of Information Technology Service Level Agreements (SLA's), this essential manual is a step-by-step guide to designing, negotiating and implementing SLA's into your organization. It reviews the disadvantages and advantages, gives clear…

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Tourism Marketing for Cities and Towns provides thorough and succinct coverage of marketing theory specific to the tourism industry. It focuses on developing the branded destination with special emphasis on promotional planning. In addition, it contains numerous…

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An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a…