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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…

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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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Regional management has taken on a new role and is becoming more important. This book explores the challenges of European, US and Asian companies. It outlinines how regional headquarters can develop into Dynamic Competence Relay centers to master these challenges.

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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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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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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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Marketing Research with SAS Enterprise Guide provides a detailed explanation of the SAS® Enterprise Guide software. Using 236 screen shots and based on a step-by-step approach and real managerial situations, it guides the reader to an understanding of the use of…

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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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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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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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This book covers the gamut of topics related to gender and consumer culture. Changing gender roles have forced scholars and practitioners to re-examine some of the fundamental assumptions and theories in this area. Gender is a core component of identity and thus…