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Global marketing : 10th ed.

Tác giả: Mark C. Green, Warren J. Keegan

Contents: Part 1. Introduction. Part 2. The global marketing environment. Part 3. Approaching global markets. Part 4. The global marketing mix. Part 5. Strategy and leadership in the twenty-first century.

R.E.D. marketing : the three ingredients of leading brands

Tác giả: Greg Creed, Ken Muench

1. Why we need R.E.D; Change your thinking, change your results; 3. R.E.D. overview; 4. Relevance mythbusting; 5. Cultural relevance; 6. Functional relevance; 7. Social relevance; 8. Easy to access; 9. Easy to notice; 10. Distinctiveness mythbusting; 11. How to be distinctive; 12. Distinctive ...

Converted : the data-driven way to win customers' hearts

Tác giả: Neil Hoyne

Part one. Conversations. Part two. Relationships. Part three. Self-Improvement.

What is post-branding? : how to counter fundamentalist marketplace semiotics : 2nd ed.

Tác giả: Jason Grant, Oliver Vodeb

Post-Branding replaces branding's predatory principles with a new set of strategies embedded in a new culture of craft, empowering better design of public communication for civic and activist groups. A new way of being and knowing, for a new way of relating to the world. Part design experiment, ...

Not so obvious : an introduction to patent law and strategy

Tác giả: Jeffrey Schox

1. Introduction to intellectual property; 2. The patent system; 3. Subject matter and utility requirements; 4. Novelty and non-obviousness requirements; 5. Timing and written description requirements; 6. Infringements; 7. Inventorship and ownership; 8. Appendix: Glossary.