The landmark tenth edition of McGraw-Hill's leading textbook, Principles and Practice of Marketing provides a contemporary introduction to marketing, covering all the theoretical principles, frameworks and concepts that form the backbone of marketing education, and looking at how they apply in modern business practice. Find out:- The role of AI in Fashion Retailing to enhance the customer experience. - How Dr.

Martens have been engaging consumers for more than half a century. - McDonald's pla...

Get a solid grasp of the methods, processes, and issues surrounding marketing communications and develop your career with an industry-leading text that blends theory with contemporary marketing practice. Marketing Communications, 9th edition by Fill and Turnbull is the leading text that introduces you to the key topics of the subject. Ideal for undergraduate and postgraduate students in Marketing and related fields, this textbook guides you through the processes and actions of engaging audien...

Multinational Business Finance trains the leaders of tomorrow's multinational enterprises to recognize and capitalize on the unique characteristics of global markets. Because the job of a manager is to make financial decisions that increase a firm's value, the authors have embedded real-world mini-cases throughout, applying chapter concepts to the types of situations managers of real multinational firms encounter. The 16th Edition attempts to capture the rapid evolution of our global marketpl...

Film is an art form with a language and an aesthetic all its own. Since 1979, Film Art has been the best-selling and most widely respected introduction to the analysis of cinema. Taking a skills-centered approach supported by examples from many periods and countries, the authors help students develop a core set of analytical skills that will enrich their understanding of any film, in any genre. In-depth examples deepen students' appreciation for how creative choices by filmmakers affect what ...

International Financial Management provides students with a foundation for analysis through a text that is well-organized, comprehensive, and provides up-to-date coverage of the topics. Like the first nine editions, it is written based on two tenets: emphasis on the basics and emphasis on a managerial perspective.The scope and content of international finance has been fast evolving due to cycles of deregulations and regulations of financial markets, product innovations, and technological adva...

Operations and Supply Chain Management, 17e covers the latest and most important issues facing operations and supply chain management (OSCM) managers while providing basic tools and techniques to promote a competitive advantage and career-readiness. It covers relevant, current OSCM issues with a focus on the global economy, analytic content that ties decisions to relevant data, and solutions to operations and supply chain-related problems. Hot topics in business today that relate to OSCM are ...

Operations Management: Sustainability and Supply Chain Management presents a broad introduction to the field of operations in a practical and application-oriented manner. Through detailed behind-the-scenes perspectives on the production of goods and services-from music concerts to e-commerce package delivery, manufacturing an aircraft to 3D printed stakes-this text offers an inside view that helps students gain a true understanding of how operations work within an organization. This 14th Edit...

The Strategy and Tactics of Pricing is the most well-established and influential strategic pricing text available, relied on by practitioners and students globally as a core guide for value-based pricing. The book explains how to balance the ability to create and extract value through from markets by managing pricing decisions in a more strategic and profitable manner. Rather than calculating prices to cover costs or to achieve sales goals, readers will learn to frame more strategic choices t...

Uniquely, focuses on the management of airports to guide business strategy (strategic, commercial and competitive aspects of airline business) rather than airport planning and operations (Young) or economics or marketing of international airlines (Doganis). It therefore provides an innovative insight into the processes behind running a successful airport and is considered to be the best most accessible book available. - Fills a need for a new edition by being updated to reflect the reflect th...

This second edition handbook provides a retrospective and prospective overview of the state of knowledge on leadership as a multidisciplinary field, and utilises an innovative structure to create synergies between different leadership schools.