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Global Issues in Pharmaceutical Marketing presents a balanced, research-based perspective combined with a practical outlook on the current issues faced by the ethical, biotech, and generic segments of the pharmaceutical industry. It integrates an analytical…

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•    Nuevos conceptos y prácticas para los aspectos más relevantes del marketing y ventas industriales •    Presentación al marketing industrial desde un contexto técnico, objetivo y global •  …

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Marketing has become the dominant connecting mode of expression between business and non-business organisations and customers and consumers. However, there are some misgivings about marketing in the 21st century. This volume addresses the positive and negative…

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Organizations in the Face of Crisis offers a new approach to the treatment of threats to an organization, the brand, and the stakeholders. Case studies and diagnostic tools are used to demonstrate the effects of a crisis and to provide insight and strategies on…

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Global Writing for Public Relations: Connecting in English with Stakeholders and Publics Worldwide provides multiple resources to help students and public relations practitioners learn best practices for writing in English to communicate and connect with a global…

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This book is the first to cover marketing management issues in geographically remote industrial clusters (GRICs). The phenomena of GRICs have increased in importance, especially in the Nordic countries, due to changes in industry structures as well as political…

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Fundamentals of Public Relations: Professional Guidelines, Concepts and Integrations, Second Edition focuses on the basic theories and principles involved in the practice of public relations and describes how public relations functions in adapting an organization…

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Over the past three decades, tourism has emerged as a major force in the global economy, with most countries, whether developed or developing, having increasing opportunities to participate, as both host and guest, in this socioeconomic phenomenon. Competition…

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Junmin Wan takes a two prong approach to analysing this pressure in Japan in his new volume Consumer Casualties. He first clarifies the consumer preference for habit to identify useful approaches toward solving a number of economic issues, such as gambling and…

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The authors suggest that advertisments, while important in our daily emotional self-management, are far more closely linked to the pragmatics of everyday life than their symbolic richness might suggest. Recent trends in advertisment content point to an important…

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Concise yet comprehensive, Product Planning Essentials addresses the complex, interdisciplinary nature of product development and product management. It covers strategic issues that emerge during the product life cycle, including identifying opportunities, idea…