For undergraduate and graduate global marketing courses. The excitement, challenges, and controversies of global marketing. Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing. The new edition focuses on the recent changes in the world, includ... [Read More]

A “nuts and bolts” understanding of marketing research and provides them with extensive information on how to use it. Introducing Marketing Research; Explaining the Marketing Research Process; Describing Characteristics of the Marketing Research Industry;  Defining the Problem and Determining Research Objectives; Understanding Research Design; Using... [Read More]

Praise for Engage! "It's no longer an era of business as usual. Executives and entrepreneurs must embrace new media in order to not only compete for the future, but for mind share, market share, and, ultimately, relevance. This book helps you engage. Without it, you're competing for second place." —Mark Cuban, owner, Dallas Mavericks; investor... [Read More]

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand ... [Read More]

Do you want to build an online empire? This book teaches you 50 ways to use relationship marketing to build a profitable business on the Internet, even if you are starting with a very small list.

Small changes can make a big difference in your powers of persuasion What one word can you start using today to increase your persuasiveness by more than fifty percent? Which item of stationery can dramatically increase people's responses to your requests? How can you win over your rivals by inconveniencing them? Why does knowing that so many dentists are... [Read More]

Selling: Building Partnerships, 7e remains the most innovative textbook in the Selling course area today with its unique role plays and partnering skills which are critical skills for all business people. The authors emphasize throughout the text on the need for salespeople to be flexible-to adapt their strategies to customer needs, buyer social styles, ... [Read More]

This unique book is built around a performance orientation and the belief that real learning occurs only with the application of knowledge. It emphasizes market-based management–with a focus on the linkages between marketing strategy and profitability, and provides a systematic method for learners to evaluate the profit impact of a marketing strategy. ... [Read More]

What triggers fascination, and how do companies, people, and ideas put those triggers to use? Why are you captivated by some people but not by others? Why do you recall some brands yet forget the rest? In a distracted, overcrowded world, how do certain leaders, friends, and family members convince you to change your behavior? Fascination: the most powe... [Read More]

ESSENTIALS OF MARKETING "takes you there"--helping you achieve complete marketing success--by delivering the best the market has to offer: cutting-edge coverage, powerful learning tools, captivating examples, and innovative applications that ensure that you not only understand marketing concepts but also know how to effectively apply them to real-world pr... [Read More]