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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