Marketing: An Introduction shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices.

The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of...

This easy-to-follow textbook provides a modern, algorithmic introduction to digital image processing. It concentrates on practical applications and working implementations whilst also presenting important formal details and the necessary mathematics.

This book offers a practical guide for policy advisors and their managers, grounded in the author's extensive experience as a senior policy practitioner in New Zealand's Westminster-style system of government. A key message is that effective policy advising is less about cycles, stages and steps, and more about relationships, integrity and communication. Policy making is incremental social problem solving.

Policy advising is mostly learned on the job, like an apprenticeship. It starts with ca...

A focused, user-friendly introduction to international financial reporting International Financial Reporting, 8th edition by Melville employs a practical, applied approach in exploring and explaining the key financial standards. With more than 140 countries in the world now using international financial reporting standards (IFRS (R) Standards), knowledge of the standards issued by the International Accounting Standards Board (IASB (R)) is vital to your success in financial accounting. Offerin...

For undergraduate courses in corporate finance or financial management. Help students practice and connect to real-world financial decisionsFundamentals of Corporate Finance offers a practical introduction to modern-day core principles, arming students with a problem-solving methodology, real-life financial management practices, and an overarching valuation framework that they can apply in their future careers. Updated with new data, examples, and exercises, the 5th Edition gives students the...

If you are taking a course on the Principles of Economics, then this book is the ideal introduction to the exciting world of economic theory and data analysis. Economics, 11th edition by Sloman, Garratt, and Guest, is the ultimate guide to the fascinating subject of Economics. The book is essential for the students who want to get a solid understanding of the key concepts in economic theory and practice.

With content that is accessible and easy to follow, this latest version will allow you to...

- An accessible introduction to international business law and European law;

- offers an understanding of potential legal problems in international business;

- comes with a variety of additional study materials available online.

A Basic Guide to International Business Law aims to give students an understanding as well as practical knowledge of legal problems arising in the area of international business, and to equip them with the skills needed to prevent and tackle these problems.

All chapte...

The second edition of this popular introductory undergraduate textbook uses examples, applications, and a problem-solving approach to convey the impact of biomedical engineering. Updated throughout, the author has included more qualitative and quantitative questions and problems, highlighting recent advances in biomedical engineering to provide a modern overview of the field.

European Intellectual Property Law offers a full account of the main areas of substantive European intellectual property law - including the law of copyright and related rights, patents and plant variety rights, trademarks, design rights, and rights in data and information.