Category Archives: Marketing

The Meltdown Years: The Unfolding of the Global Economic Crisis

The Meltdown Years offers the most lucid and useful explanation to date about why home values, life savings, job security, and investments around the world are in peril. Rather than focus on who is to blame, though, author Wolfgang M√ľnchau … Continue reading

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International Marketing Management: Text and Cases

This is a basic text in International Marketing, a major knowledge area for students of management studies. This book attempts to make learning of the nuances of the subject easy and enjoyable for students. International trade, economic free trade zones, … Continue reading

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Innovation Management for Technical Products: Systematic and Integrated Product Development and Production Planning (RWTHedition)

New ideas for new products are not enough for creating successful markets: Product Innovation means to manage the whole chain from invention to new and best selling products in market. This innovation roadmap has to be carefully and systematically planned … Continue reading

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Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back, Foreword by Guy Kawasaki

The age of the faceless corporation is over. In the new business era of the twenty first century, great brands and products must evoke a dynamic personality in order to attract passionate customers. Although many organizations hide their personality behind … Continue reading

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Marketing Campaign Development: What Marketing Executives Need to Know About Architecting Global Integrated Marketing Campaigns

This book is a practical, pragmatic “how to” book designed for hi-tech marketing operations, regional, and corporate marketing leaders at every level. This unique book takes you step-by-step through the disciplined, yet practical, process of architecting truly integrated marketing communications … Continue reading

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Commercializing Successful Biomedical Technologies: Basic Principles for the Development of Drugs, Diagnostics and Devices

Successful product design and development requires the ability to take a concept and translate the technology into useful, patentable, commercial products. This book guides the reader through the practical aspects of the commercialization process of drug, diagnostic and device biomedical … Continue reading

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The Global Diffusion of Markets and Democracy

The diffusion of markets and democracy around the world was a defining feature of the late twentieth century. Many social scientists view this economic and political liberalization as the product of independent choices by national governments. This book argues that … Continue reading

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Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

The corporate world is typically structured in silos. Managers urgently need to overcome this “silo” effect by fusing ideas across different functional areas in the firm. In Fusion for Profit, Sharan Jagpal, a well-known and highly respected multidisciplinary researcher and … Continue reading

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Structural Complexity Management: An Approach for the Field of Product Design

Product design is characterized by a steady increase in complexity. The main focus of this book is a structural approach on complexity management. This means, system structures are considered in order to address the challenge of complexity in all aspects … Continue reading

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Introduction to Econometrics

Introduction to Econometrics provides an introduction to econometrics using analytical and intuitive methods of the classical linear regression model. Mathematical notation is kept simple and step-by-step explanations of mathematical proofs are provided to facilitate learning. The text also provided to … Continue reading

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