Kategoria BISAC: Business & Economics >> International - Marketing

What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises.

Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid...

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix.

Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an...

This book reconfigures the field of public relations so that it can better engage with the changing world of the 21^st century. It identifies the virtual absence of contemporary theories that are core in other disciplines and fills the gap by integrating critical, postmodern, poststructural, postcolonial and other relevant theories into public relations.

Islam and Business: Cross-Cultural and Cross-National Perspectives reviews important changes, cross-cultural differences, and management issues in the turbulent Islamic business environment. With the shift from government ownership of companies and commodities toward more open markets and the product/service diversification that this change brings, the need to understand how business is done in these countries is more vital than ever before. The research in this book will help you understand the impact of...

Marketing today doesn't work. Or so says the "Aya Cola," Sergio Zyman, former marketing czar of Coca-Cola and quite possibly the most famous marketing gadfly in the world. Brilliant, irascible, unconventional, Zyman is best known for reinventing the Coca-Cola Company's marketing approach by spearheading the global launches of Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Now, in this brisk and revolutionary book, Zyman shows why old approaches to marketing have lost their fizz--and how to get a jump on the strateies that will work in the twenty-first century.

Zyman explores...

This revised and updated 5th edition includes increased coverage on the strategic direction of the industry, plus it offers forecasts, analysis and comment on the filtration and separation...