Category Archives: Global

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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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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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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Wine, Society, and Globalization: Multidisciplinary Perspectives on the Wine Industry

This collection of essays comprises a number of case studies from key wine-growing regions and countries around the world. Contributors focus on the development of the wine business and its overall importance and impact in terms of the regional anddomestic … Continue reading

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The A-Z of Food Safety

We currently live in an increasingly litigious society, and the legal and practical risks associated with food safety are becoming complex and significant areas of concern for health officers and food business owners. This book is a detailed and comprehensive … Continue reading

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Global Account Management: A Complete Action Kit of Tools and Techniques for Managing Big Customers in a Shrinking World

A realistic and pracitical guide to success with the truly “global” customer

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Mastering Marketing

Mastering Marketing provides a clearly written explanation of the core skills and concepts needed to market a business profitably. Offering more than just short-term selling tricks, it provides techniques for building and maintaining a long-term profitable market position. It is … Continue reading

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International Business: Theory and Practice

The new and updated edition of this widely-used textbook is equally useful for undergraduate and graduate students of international business. Its student-friendly format, detailed coverage of classic and timely topics, and extensive use of case studies make it widely adaptable … Continue reading

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Business Strategy in a Semiglobal Economy

This groundbreaking text provides both theory and strategy for operating in a semiglobal economy in which international businesses must compete in highly globalized and highly localized markets at the same time. Unlike the traditional transnational and matrix corporate models, a … Continue reading

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Financial Services Marketing: An international guide to principles and practice

Financial Services Marketing: an international guide to principles and practice contains the ideal balance of marketing theory and practice to appeal to advanced undergraduates and those on professional courses such as the Chartered Institute of Banking. Taking an international and … Continue reading

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