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Most business managers really don't understand 'branding'. They usually think this discipline starts with a new, catchy name and then they become fixated with all the media and digital options that exist today. What is lacking in both B2B and B2C circles is the strategic side of branding - i.e. the creativity, customer research and competitive...

Perfect for students of all backgrounds and interest levels, Pride and Ferrell's "Marketing 2014, International Edition" combines a thorough overview of essential marketing principles with a visually engaging, reader-friendly presentation. This popular, proven text and a full range of supplemental learning resources (including eLectures, videos,...

In My Polish Country House Kitchen is a beautifully written cookbook that explores the fall of Communism and its wide-ranging culinary and cultural effects through the lens of food. This is not the discovery of a trend, but rather the rediscover of something that was always there. The book contains 90 recipes and evocative headnotes that paint a...

This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text....

Bento fever has recently swept across the West, fuelled not just by an interest in cute, decorative food, but by the desire for an economical, healthy approach to eating in these times of recession. A leading light in the popularization of bento has been Makiko Itoh, whose blog, Just Bento, has nearly 160,000 subscribers in the U.S. alone, all of...

With respect to intellectual property regimes, a significant change in international governance rules is mandated by the Agreement on Trade Related Aspects of Intellectual Property Rights (TRIPS). This topical volume deals with the processes through which TRIPS compliance was achieved in four developing country jurisdictions; Brazil, China, India...