Editura Routledge (160 cărţi)

Market segmentation is a main aspect of an effective business strategy, but implementation is often difficult and ultimately unsuccessful. Market Segmentation Success: Making It Happen! offers a solid » ...mai mult

Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this » ...mai mult

Political Marketing is the first comprehensive textbook to focus on political marketing, and introduces students to how candidates, parties, elected officials and governments around the world utilise marketing » ...mai mult

This new edition of International Business examines the impact of globalization on key aspects of the business environment. It offers a comprehensive overview of this phenomenon that is altering corporate » ...mai mult

The authors of this book present several central business methods throughout all chapters. Every method introduced in Marketing Methods to Improve Company Strategy has a strong market driven philosophy. » ...mai mult

The book consists of a short introduction to the significance of unintended consequences and four chapters. The first chapter develops a typology of unintended consequences and distinguishes them from » ...mai mult

In recent years, there have been significant shifts in arts marketing, both as a practice and an academic discipline. The relationship between art and the market is increasingly complex and dynamic, requiring » ...mai mult

This book offers a fresh and comprehensive approach to the essentials that constitute the discipline of organizational behaviour with a strong emphasis on the application of organizational behaviour and » ...mai mult

This unique collection of contemporary international public relations case studies gives the reader in-depth insight into effective public relations practice in a range of organizational contexts. The » ...mai mult

What motivates someone to become a social entrepreneur? What are the competencies needed to be effective social advocates and agents for change? This book answers these questions in an accessible and practical » ...mai mult

To excel in today’s exacting world, organizations need to combine strategic planning and strategic thinking. Strategic planning is a formal activity carried out periodically by top managers, but it is » ...mai mult

Not until 1997 did a female become chief executive officer of a Fortune 500 corporation (Jill Barad, at Mattel Toy Co. Women’s progress since that time has been in fits and starts, exceedingly slow. » ...mai mult