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...

"In this compact and lively book, Jeff Kingston - one of the most lucid analysts of Japan today - takes readers on a fascinating journey through this country's contemporary history, exploring the key developments and forces, both at home and abroad, that are shaping Japan in the 21st century"--

This book is available as open access through the Bloomsbury Open programme and is available on www.bloomsburycollections.com. Sociolinguistic evidence is an undervalued resource for social theory. In this book, Jan Blommaert uses contemporary sociolinguistic insights to develop a new sociological imagination, exploring how we construct and operate in online spaces, and what the implications of this are for offline social practice.

Taking Emile Durkheim's concept of the 'social fact' (social ...

For courses in biotechnology.

Introduction to Biotechnology brings the latest information students need to understand the science and business of biotechnology. The popular text emphasizes the future of biotechnology and the biotechnology student's role in that future with balanced coverage of basic cell and molecular biology, fundamental techniques, historical accounts, new advances, and hands-on applications.

The 4th Edition features content updates in every chapter that reflect the most re...

In this fully revised and updated third edition of China in the 21st Century: What Everyone Needs to Know, Jeffrey Wasserstrom and Maura Elizabeth Cunningham provide cogent answers to the most urgent questions regarding the newest superpower, and offer a framework for understanding China's meteoric rise from developing country to superpower. Focusing their answers through the historical legacies--Confucian thought, Western and Japanese imperialism, the Mao era, and the massacre near Tiananmen...

One of the most groundbreaking sociology texts of the 20th century, Howard S. Becker's Outsiders revolutionized the study of social deviance. Howard S.

Becker's Outsiders broke new ground in the early 1960s-and the ideas it proposed and problems it raised are still argued about and inspiring research internationally. In this new edition, Becker includes two lengthy essays, unpublished until now, that add fresh material for thought and discussion. "Why Was Outsiders a Hit? Why Is It Still a Hi...

This leading textbook for world religion is designed to help students in their study and research of the world's religious traditions. Known and valued for its balanced approach and its respected board of consulting editors, this text addresses ways to study religion, provides broad coverage of diverse religions, and offers an arresting layout with rich illustrations. Introductory sections on understanding religion and the religions of antiquity lay the foundation for the study of the numerou...

The past ten years have seen an explosion of useful research surrounding human motivation and emotion; new insights allow researchers to answer the perennial questions, including "What do people want?" and "Why do they want what they want?" By delving into the roots of motivation, the emotional processes at work, and the impacts on learning, performance, and well-being, the seventh edition of Understanding Motivation and Emotion provides a toolbox of practical interventions and approaches for...

For courses in computer/network security Balancing principle and practice?an updated survey of the fast-moving world of computer and network securityComputer Security: Principles and Practice, 4th Edition, is ideal for courses in Computer/Network Security. The need for education in computer security and related topics continues to grow at a dramatic rate?and is essential for anyone studying Computer Science or Computer Engineering. Written for both an academic and professional audience, the 4...

Welcome in a new era! Robotization strikes hard: the entire job market will be on fire soon. The key to durable employability is developing one’s creativity. This book explains straight forward how to do so. And, good to know: it’s loved for it’s entertaining tone of voice.

Scientists say half the work we do could soon be done by robots. The other half of our labor is changing rapidly. All this makes durable employability the number one challenge for employers and employees. Creativity ...