Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategi...

This casebook examines the history, foundations, underlying principles and basic concepts of property law in a systematic and accessible way.

Now in its fourth edition, this indispensable guide helps students to create their own personal development programme and build the skills and capabilities today's employers want. Step by step, it takes students from the initial stages of setting goals and defining success through to the application process for their dream job. Part 1 prompts students to think about what 'success' means to them and to think more deeply about what matters to them, what inspires them, and what will help them to...

This accessible guide to the major concepts in politics has now been revised and expanded to include over 60 international relations terms to take account of the increasing influence of globalization upon politics. Each concept is defined clearly and fully, and its significance for political understanding is explored.

Now in its fifth edition, Business Research offers students a practical, hands-on guide throughout the research process, from literature review to writing up the results. Accessible and clear, this much loved textbook provides the tools needed to embark on and successfully complete research projects. Its balance of practical advice, methodical approach and sound academic underpinning gives a comprehensive grounding in research methods, so that you can decide on the most appropriate way of col...

Offering an unparalleled, sweeping survey of the political ideologies that have shaped our world, the seventh edition of Andrew Heywood's seminal undergraduate textbook continues to lead the way in guiding students through the political creeds and doctrines that have dominated politics past and present.