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  • Sách/Book

  • Strategic marketing planning : a step-by-step approach

    • Authors: Alsem, K. J (2024)

  • This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis, it moves on to marketing strategy (targeting and brand positioning), and finally details the overall implementation and creation of customer values.
  • Sách/Book

  • Organizational Behavior

    • Authors: Robbins, Stephen (2024)

  • Organizational Behavior provides the information you want, when you want it. Reflecting the most recent research and events within the field of OB, the 19th Edition continues its hallmark focus on clear writing, cutting-edge content, and intuitive pedagogy.
  • Sách/Book

  • Organizational Behavior

    • Authors: Robbins, Stephen (2024)

  • The Updated 18thEdition has been thoroughly revised to reflect the most recentresearch and business events within the field of organizational behaviorworldwide, while maintaining its hallmark features ― a clear writing style,cutting-edge content, and intuitive pedagogy.
  • Sách/Book

  • Corporate finance

    • Authors: Berk, Jonathan B (2024)

  • Corporate Finance blends coverage of time-tested principles and the latest advancements with the practical perspective of the financial manager. You can “practice finance to learn finance” by solving problems like those faced by today's professionals. The 6th Edition features the latest research, data, events and technologies to help you develop the tools you need to make sound financial decisions.
  • Sách/Book

  • Excellence in business communication

    • Authors: Thill, John V (2024)

  • The 14th edition continues to set new standards for currency and innovation. The authors performed extensive research to ensure up-to-date coverage of diversity, equity, and inclusion in communication skills, innovative technology usage, and contemporary business practices.
  • Sách/Book

  • Consumer behaviour and analytics

    • Authors: Smith, Andrew (2024)

  • The 2nd edition of Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and artificial intelligence, this key text reviews the issues, research and concepts essential for navigating this new terrain. It demonstrates how we can use data-driven insight and merge this with insight from extant research to inform knowledge-driven decision-making. Adopting a practical and managerial lens, while also exploring the rich lineage of academic consumer research, this textbook approaches its subject from a refreshing and original standpoint
  • Sách/Book

  • Principles of marketing

    • Authors: Kotler, Philip (2024)

  • To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing
  • Sách/Book

  • Marketing communications : integrating online and offline, customer engagement and digital technologies

    • Authors: PR Smith (2024)

  • "Full marketing integration is vital in establishing effective marketing initiatives. This newly updated, clear and accessible textbook provides students and practitioners with the skills they need to deliver successful campaigns for the modern consumer. The 8th edition of Marketing Communications continues to be a core resource covering all aspects of marketing from the planning stages and implementation to measuring data and campaign performance. Explore how to navigate buyer behaviour, social selling, PR campaigns, big data, marketing automation and more with this complete textbook. Learn through current, real-world case studies from global companies such as TikTok and Spotify and explore what it takes to build a truly integrated, successful marketing plan. Incorporating branding...
  • Sách/Book

  • Supply chain and logistics management : an integrated approach

    • Authors: Rajat K. Baisya. (2024)

  • "This textbook discusses supply chain management and provides comprehensive overview of all the key activities and issues of supply chain and logistics functions as an integrated discipline. Taking a comprehensive approach, it reviews end to end supply chain management from procurement to production to warehousing, distribution and customer service. It explores how each interface can be managed with an ultimate objective of providing superior customer experience to ensure satisfaction at least cost while delivering incremental value in a competitive environment. This volume guides on designing effective development and management of the supply chain network, which is an invaluable source of sustainable, competitive advantage in today's turbulent global marketplace; Examines the comp...