Helps you deal with the problems of communicating to a skeptical, media-blitzed public. This book describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors.

Marketing communications has two levels: a strategic, conceptual level, and a tactical, implementation level. In Marketing Communications , authors Micael Dahlen and Fredrik Lange argue that one cannot function without the other. Strategy and concept must be implemented, and successful implementation depends on sound strategy and concept.

This highly engaging, bestselling textbook, now in its eighth edition offers a comprehensive examination of contemporary human resource management issues and debates. Aimed at undergraduate, postgraduate and MBA students, this title provides an authoritative source for students of CIPD Advanced qualifications.

Now in its tenth edition, this popular text has been comprehensively updated and revised to reflect changing world events that are impacting international marketing and the challenges posed by the latest developments . The text provides accessible content from around the world including newly emerging economies as well as explaining increasingly global risks and the role of digital developments. An exciting range of features including Management Challenges, Illustrations and contemporary case...

Business Statistics is a student-friendly book written to encourage first year business students to understand (and enjoy!) their first experience of statistics. Each topic is well illustrated, with worked examples, tutorial sheets, supplementary exercises, and computer worksheets in SPSS, Minitab and Excel - all with answers provided.

Learn and develop skills involving strategic global marketing decision-making Global Marketing, 8th Edition, by Hollensen continues to be the most up-to-date and comprehensive text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. For nearly twenty years this title has been the definitive, truly international guide to marketing. During that time, borders have become ever more transient and this book more cent...

The global consumer product market is exploding. In 2006 alone, 150,000 new products were brought to market. Now for the bad news: of those, fewer than 5% were hits, and fewer than 15% will even exist five years from now.

Teaching Entrepreneurship moves entrepreneurship education from the traditional process view to a practice-based approach and advocates teaching entrepreneurship using a portfolio of practices, which includes play, empathy, creation, experimentation, and reflection. Together these practices help students develop the competency to think and act entrepreneurially in order to create, find, and exploit opportunities of all kinds in a continuously changing and uncertain world. Divided into two par...

Looks at the function of the air cargo business and its role in global supply chains and logistics. This book examines how carriers are coming up with new methods and technologies to improve ground handling and road transport, traceability systems and barcoding, security and screening, and safe delivery of perishable items.

For introductory courses in managerial finance. Help students apply financial concepts to solve real world problems with a proven teaching and learning framework The Teaching and Learning System -- a hallmark feature of Principles of Managerial Finance, Brief -- weaves pedagogy into concepts and practice, giving students a roadmap to follow through the text and supplementary tools. The 8th Edition, Global Edition, concentrates on the material students need to know in order to make effective f...