THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic brand"-a brand that customers feel is essential to their lives. In an entertaining two-hour read you'll learn: * the new definition of brand * the five essential disciplines of brand-building * how branding is changing the dynamics of competition *...

For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases.

With the majority of commercial transaction now happening online, companies of all shapes and sizes face an unprecedented level of competition to win over and retain new business. In this second edition of Webs of Influence, Nathalie Nahai brings together the latest insights from the world of psychology, neuroscience and behavioural economics to explain the underlying dynamics and motivations behind consumer behaviour. This book will show you how to apply specific principles to improve your m...

ROAD TEST YOUR IDEA BEFORE YOU LAUNCH YOUR LEAN START-UP

Thinking about starting a new business? Stop! Is there a genuine market for your idea? Do you really want to compete in that industry? Are you the right person to pursue it? No matter how talented you are or how much capital you have, if you're pursuing a fundamentally flawed opportunity then you're heading for failure. So before you launch your lean start-up, take your idea for a test drive and make sure it has a fighting chance o...

Diversity and inclusion (D&I) isn't just an HR exercise - it can make a real difference to your team performance too. By making everyone in your team feel like they belong, you'll be able to boost motivation and productivity.

Everyone Included helps you make inclusion, belonging and wellbeing central to your team. By helping everyone feel that they belong, your team will foster genuine inclusion and be ready to adapt and evolve in the future.

With a step-by-step plan to design and implemen...

Marketing: An Introduction shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices.

The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of...

Auditing and Assurance Services: An Integrated Approach, the definitive introductory text on auditing, focuses on the auditor's decision-making process—whether during a financial statement audit or during an integrated audit of both financial statements and internal control over financial reporting. Comprehensive and up to date, the text uses examples from the complex, current global auditing environment, such as the United Kingdom's Financial Reporting Council highlighting a lack of s...

A personal code for prosperity and plenty.

Some people seem to find money so easy. Easy to make, easy to hold on to, and easy to grow. The rest of us just find it easy to spend.

Is it all luck, or is there something rich people know or do that we don't? Is it something we could all learn? The answer is a resounding yes. They know The Rules of Wealth. The Rules of Wealth are the guiding principles that will help you generate more money, handle it more wisely, grow it more effectively, and use ...

Customer Experience (CE) is becoming seen as a key component of business strategy, yet knowing the practical steps of what to do can be tricky. The Customer Experience Book helps you understand where you are now, what to do, and how to improve for your business. From Customer Journey Mapping to using Big Data, this is the ultimate Customer Experience manual for businesses, whatever the size of your company. Split into two parts, you'll discover: • Why customer experience is so important in ...