Product Description: As the markets in transitional economies open and grow, major challenges and opportunities arise for multinational firms entering these markets, local firms facing these new competitors, and policymakers seeking to increase the ability of all firms to compete fairly and efficiently...read more

Product Description: Praise for THE NEW EMERGING-MARKET MULTINATIONALS One of Strategy and Business’s Best Business Books of the Year "This book is a real eye-opener. It will forever change your assumptions about international economic competition and who the winners will be...read more

Product Description: This timely book brings together some of the most higly respected scholars and practitioners in the consumer psychology and health communication fields to analyze how the latest research can be effectively applied to the critical public health issue of obesity.

(view table of contents)

(view table of contents)

Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions--in the order in which they must be made--involved in the development and execution of an advertising campaign. The "Fifth Edition" has been both updated, to include current research and readings, and improved, to encompass more of the advertising process. (view table of contents)

Product Description: This volume brings together leading academic researchers and industry professionals to discuss the underlying factors that determine where cable TV advertising is today and what can and should be done in the future. The authors are united in their belief that cable TV advertising has not lived up to its original promise because key players--system operators, programmers, and advertisers--still act as if cable TV is an alternative to traditional mass audience broadcast rather than a fundamentally new and unique medium...read more (view table of contents, read Amazon.com's description)