Marketing Ethics


Book Description

For Marketing Ethics, Marketing and Society, and any Marketing course that covers ethical issues. Marketing Ethics recognizes the higher order obligations of marketing and provides a forum to discuss critical issues and incidents that raise questions about ethics in marketing.




Global Marketing Management


Book Description

Designing strategies for global competition; Global marketing programs; Organizing and controlling global marketing operations; Special issues in global marketing.




Market Entry Strategies


Book Description




Microeconomics for Business and Marketing


Book Description

'Microeconomics for Business and Marketing is an extremely impressive piece of work. I would go so far as to say that it is without any doubt the best textbook on microeconomics which is available, both in terms of the range of material covered and in the way in which it is presented so clearly. 'It will be useful for non-specialist economics students, because it shows them that economics, when done properly, can say some interesting things without making ridiculous assumptions. and specialists will benefit from having such a wide range of material made accessible in a single text. I would recommend it without hesitation.' - Paul Ormerod, author of The Death of Economics and Consultant, Henley Centre for Forecasting Microeconomics for Business and Marketing is a wide-ranging, innovative textbook which will stimulate students and teachers alike. It will be of particular relevance to students of marketing, commerce and business strategy. Specifically designed with today's larger class sizes in mind, the book encourages students to question and to develop both analytical and written skills, as well as to use economics as a tool for problem solving.




Managing Services Marketing


Book Description




Readings and Cases in International Human Resource Management


Book Description

This new edition of Readings and Cases in International Human Resource Management is a classic edited textbook, taking account of recent developments in the international human resources management (IHRM) field, such as the pandemic, the role of diversity, equity, and inclusion, as well as climate change. It includes a range of key readings that are essential for understanding the field and contextualizes each one with a selection of real-life case studies that demonstrate their meaning and impact in practice. The book aims to sensitize the reader to the complex human resource issues that exist in the global business environment. To that end, it strives to publish “tried and true” readings and cases that provide stimulating and intellectually challenging material and are written in ways that engage both the student and the instructor. Key features include: New readings and case studies that account for recent changes in the field, positioned alongside “tried and true” material Integration of contemporary themes such as remote working, digitization, sustainability, and social issues throughout the book An expanded introductory chapter, new discussion questions, and consistent pedagogy throughout Supplemental tutor support material, additional cases, and teaching notes to enhance instructors’ abilities to use the readings and cases with their students Bringing together well-known contributors and field experts into one encompassing text, this textbook is ideal for any class in international human resource management, international organizational behaviour, or international business. This seventh edition is thoroughly updated to enable students to understand the complexity of human resource issues in the post-pandemic era of global, remote, and technology-mediated working.




The IMC Handbook


Book Description

A collection of essay and cases on customer-centered marketing by educators and practitioners in the field. "As long as there have been buyers, makers and sellers, there have been marketing challenges and opportunities. Historically ... the seller had immediate and personal contact with the buyer in the market [or] the bazaar ... While the system was personal, it wasn't very efficient ... As the marketplace evolved, it became more complex, [and] the makers and sellers invented what we now call "marketing" to solve the lack of maker/buyer closeness. In its simplest form, marketing is ... a number of activities makers/sellers use in an attempt to close the gap between themselves and the buyer. For example, the maker/seller now uses tools such as customer research, logistics, and distribution, marketing communication, and the like." From Part I, Reading 1




Introducing Marketing


Book Description

"Integrated Marketing" boxes illustrate how companies apply principles.




Truth, Lies, and Advertising


Book Description

Account planning is a discipline that combines aspects of four traditionally separate areas of advertising and marketing. This text aims to demonstrate how to use account planning to win clients and produce better, more effective advertising. It also shows the role account planning played in producing celebrated advertising campaigns.




Tape Reading and Market Tactics


Book Description

In this 1931 Wall Street classic, author and noted economist Humphrey B. Neill explains not only how to read the tape, but also how to figure out what’s going on behind the numbers. Illustrated throughout with graphs and charts, this book contains excellent sections on human nature and speculation and remains a classic text in the field today.