Responding to the most recent global challenges by analysing data from new events, and developing new policy examples, the eighth edition of Macroeconomics: A European Text continues to provide a comprehensive and modern analysis of macroeconomic theories. While retaining their focus on those features that characterise the European economy, the authors explore matters surrounding the global financial crisis, the European debt crisis, and the most recent effects of the Covid-19 pandemic on bot...

Want to know how to influence other people's behaviour?In The Advertising Effect, respected advertising insider, Adam Ferrier, reveals the ten techniques used by some of the best-known brands across the globe. These techniques are grounded in psychological theory with award winning real world examples and explore how the most effective way to change behaviour is through action rather than the conventional advertising practices (emotional or rational persuasion). This is the ultimate insider's...

Completely updated, with a new approach to most comprehensively cover the new 2014 syllabus and including a special focus on the new concept-based learning requirement. Every topic is covered in depth, plus full assessment support drives high achievement and TOK links aligns learning to the IB philosophy.

Highly practical and exceptionally clear, Strategic Marketing discusses the essential concepts and tools necessary to understand and implement effective marketing strategies. The fourth edition is packed with new case studies and examples including the rise of Disney +, the use of artificial intelligence in marketing, and small-scale innovators in India. Step into the professional world via the brand-new Practitioner Insights feature through which marketers operating across Africa, Europe, an...

Helps you deal with the problems of communicating to a skeptical, media-blitzed public. This book describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors.

Combining business wisdom with insightful and entertaining stories, this book shows us how to become better leaders by infusing quality, character, courage, enthusiasm and integrity into our workplaces and our lives.

Antonio Nieto-Rodriguez is an award-winning thought-leader in project management, recognised by Thinkers50. He is a visiting professor at some of the world's leading business schools, including Duke CE, Skolkovo, IE and Solvay, and a regular keynote speaker at international conferences including the World Economic Forum. He has authored two previous books, The Project Revolution and The Focused Organisation, contributed to an additional five books and his work has been featured by Harvard Bus...

When it comes to the climate, we don't need more marketing or anxiety. We need established facts and a plan for collective action. The climate is the fundamental issue of our time, yet it seems we can barely agree on what is really going on, let alone what needs to be done.

What increasingly affects all of us, whether professional planners or individuals preparing for a better future, is not the tangibles of life-bottom-line numbers, for instance-but the intangibles: our hopes and fears, our beliefs and dreams. Only stories-scenarios-and our ability to visualize different kinds of futures adequately capture these intangibles.

In The Art of the Long View, now for the first time in paperback and with the addition of an all-new User's Guide, Peter Schwartz outlines...

Game theory means rigorous strategic thinking. It's the art of anticipating your opponent's next moves, knowing full well that your rival is trying to do the same thing to you. Though parts of game theory involve simple common sense, much is counterintuitive, and it can only be mastered by developing a new way of seeing the world.

Using a diverse array of rich case studies-from pop culture, TV, movies, sports, politics, and history-the authors show how nearly every business and personal inter...