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...

Derived from the classic text originated by Lubert Stryer and continued by John Tymoczko and Jeremy Berg, Biochemistry: A Short Course focuses on the major topics taught in a one-semester biochemistry course. With its brief chapters and relevant examples, this thoroughly updated new edition helps students see the connections between the biochemistry they are studying and their own lives. Biochemistry: A Short Course is now supported in Achieve, Macmillan's new online learning platform.

Achiev...

The Student's Book takes students from the traditional practice of grammar forms through to topic-based practice exercises. Grammar is clearing presented and explained at each level with review sections assessing student understanding and providing extra practice. The CD-ROM contains a glossary, extra practice for each unit and printable tests.

The Social Animal 12e

The Social Animal is a CLASSIC text used in social psychology classes for almost 50 years and a powerful introduction to the field for countless students across the U.S. and the world.

The new edition of this venerable text retains Elliot Aronson's clear, engaging narrative voice, while adding the scholarly insights of a new coauthor—his son, New York University professor, Joshua Aronson. With a combination of the research and scholarship of the most distinguished fath...

Nominated as one of the 2019 Thinkers50 Radar group

Research shows that self-awareness is the meta-skill of the 21st century – the foundation for high performance, smart choices, and lasting relationships. Unfortunately, we are remarkably poor judges of ourselves and how we come across, and it’s rare to get candid, objective feedback from colleagues, employees, and even friends and family. We can ALL learn to be more self-aware.

Integrating hundreds of studies with her own research and wo...

More than any other book for the introductory human geography course, Contemporary Human Geography shows what geographers actually do—how they conduct research, develop new insights, teach us about the world from a geographer’s perspective, and apply their skills in a wide range of academic and professional pursuits.

Contemporary Human Geography is now supported in Achieve, Macmillan’s new online learning platform. Achieve is the culmination of years of development work put toward creat...

Getting Down to the Business of Teaching Economics. Where economics gets down to business.

Created specifically for the economics course as taught in business schools, Economic Principles: A Business Perspective covers the fundamentals of economics in the context of today’s globalized business world, with strong examples, integrated technology, and practical pedagogy. Integrated business and policy briefs, in-depth case studies, chapter-ending business applications, thoroughly explained gra...

Waldron 21st Century Chemistry promotes scientific literacy and helps students understand chemistry applications in everyday life. With an exceptionally clear and fresh writing style, Waldron engages non-science majors and provides a focus on environmental topics with Naturebox and Green Beat features. Recurring Themes help students remember fundamental, take-away ideas and concepts so they can apply their knowledge of chemistry as they make choices as consumers, voters and overall informed ...

Opening the door for curiosity and discovery in introductory astronomy.

Combining a student-centered approach with the reliability of a familiar and proven text, Discovering The Universe invites students to follow their curiosity and ask questions about astronomy, through features including What If? questions that explore alternative solar systems and universes and Meet the Discoverer interviews with working scientists throughout the text.

Do you want a compact college success book with robust technology coverage? This brief title focuses on the most crucial skills and the most important choices students make in order to succeed in college and beyond.This is an ideal text for students taking first-year experience courses and freshman seminar courses.