Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market.

Secondly, their brand equity is responsible for a massive percentage of their firm's market...

The perfect companion for both trainees and teacher trainers following courses such as the Cambridge CELTA, and the Trinity Certificate in TESOL, as well as teachers who are unsure of how to present grammar or those who are looking for new ways to present it. Teaching English Grammar aims to combine language information and methodological help in a straightforward, authoritative way and thus help English language teachers prepare and deliver grammar lessons within their syllabus. The book pro...

And what can Richard Gere, a beautiful librarian, a struggling priest and a foul-mouthed and troubled young man teach Bartholomew about finding love and happiness?Whatever it is, Bartholomew is in for a lot more than he bargained for . . .'The Good Luck of Right Now is original, compelling, and uplifting . . . His writing is shot through with wit and humanity' Graeme Simsion, author of The Rosie Project

Long praised by instructors and students for its accessible regional chapter structure, readability, and sustained attention to social history, the Twelfth Edition of A History of World Societies includes even more features and tools to engage todays students and save instructors time.

With Macmillan's superior content delivered by LaunchPad (a first for this title), Fundamentals of Human Neuropsychology continues to keep pace with its dynamic field, just as it has done throughout its nearly four decades of publication. As they have done since the first edition, the authors draw on recent research and their own clinical and lab experience to guide their development of the content, and on their experience in the classroom to help hone the presentation in a way that is both a...

Linus Baker is sent to assess a magical orphanage, filled with dangerous children. They could bring about the end of everything - or be the family he'd always wanted.

Every decision is an economic decision.

Principles of Microeconomics 2e by Betsey Stevenson (University of Michigan), and Justin Wolfers (University of Michigan) emphasises that every decision is an economic decision. The authors’ focus on useful economics uses compelling explanations and real-life examples to help students develop and apply economic intuition to their everyday decisions. They provide a thoroughly fresh take on a wide range of foundational topics in an engaging presentation...

Discover the never-before-told story of the ruthless shadow race between Microsoft and Google, as both compete to develop a mass-market AI while juggling existential questions of ethics, human progress and the future of the world as we know it.

"They declined his offer too, not realizing how much the thin-skinned Musk didn’t like it when people said no. Soon enough though, Hassabis got another email. This time, it was from Google."

When ChatGPT was released, the world changed overnight. Eve...

The signature storytelling approach helps students taking the one semester Principles of Economics course understand how economic concepts play out in our world.

Paul Krugman and Robin Wells’ signature story style helps one-semester students taking the Principles of Economics course, understand how economic concepts play out in our world. The fifth edition of Essentials of Economics, revised and enhanced throughout, now offers holistic digital learning tools as part of Achieve, a complete, ...

The Technology Management (TM) discipline has a history of more than 50 years. It is inherently interdisciplinary and multifunctional, and when managed correctly it can deliver a decisive competitive advantage. Technology Management focuses on the micro-level analysis of TM as a dynamic capability.