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Catalogue complet

Fu Xiaolan: China's ‘Everything Online'
Company

China's ‘Everything Online' Company

The Unique Innovation Model of Tencent

Develop culturally intelligent marketing strategies for a digitally connected global marketplace. International Marketing is designed for postgraduate marketing students studying International Marketing and International Marketing Strategy. This textbook equips students with the theoretical frameworks and applied tools required to design, implement and evaluate marketing strategies across borders in an increasingly digital and regulated environment. Sue Ollerhead explores how brands can enter, compete and grow internationally while remaining culturally sensitive, legally compliant and strategically coherent. This book integrates core international marketing theory with practical application, covering market entry strategies, dynamic pricing, cross-border brand positioning and digital platform management. Students examine how organizations adapt products and services to meet local market needs while maintaining universal quality standards, sustainability commitments and ethical responsibility. Legal and regulatory considerations are embedded throughout, alongside discussion of environmental impact, societal expectations and global governance frameworks. Real-world examples from Coca-Cola, Depop and MPesa illustrate how international marketing decisions influence long-term brand performance and customer relationships across diverse markets. This textbook includes: - Guidance on digital international marketing, including market entry, pricing and cross-border brand strategy - Chapter overviews, key learning outcomes, key concept boxes and exercise questions - Online resources including lecture slides and a lecturer's manual with exercise answers - Strategic insights and analysis on operating effectively within international environments

Utilize a Digital Approach in International Marketing Strategies

International Marketing

The objective of a business continuity plan is to ensure that your business will be able to continue operating in the event of a disruption in service caused by a natural or man-made incident. This book provides a framework for businesses to assess their general and specific risks, determine measures to counter these risks, and establish a business continuity plan that will work regardless of the type of disruptive event. Written by a leading expert in the field, this text is a must-read for experienced professionals as well as those just starting out.

How to Build an End to End Business Continuity Program

Critical University Studies

How the cult of capitalism reshaped the American university--and hollowed it out from within.Over the past several decades, American universities have been remade as engines of entrepreneurial ambition. Technology transfer offices, business incubators, pitch competitions, innovation hubs, and leadership centers now sit at the heart of campus life, radically altering how institutions describe their purpose, structure curricula, and imagine student success. The Start-Up Factory argues that this shift has come at a steep cost.James Rushing Daniel traces the rise of entrepreneurialism in higher education and shows how universities came to embrace the figure of the founder as both ideal and benefactor. Business leaders--many of them major donors--are celebrated as singular visionaries, their values imported into academic life and framed as models for intellectual work. This reverence, Daniel argues, has narrowed the university's sense of public responsibility for distorted academics, and transformed institutions into finishing schools for aspiring entrepreneurs. Moving across policy and historical documents, institutional rhetoric, teaching materials, site visits, and interviews, The Start-Up Factory documents how entrepreneurial thinking has reshaped the pedagogy, culture, and mission of the American university.The consequences of this entrepreneurial focus extend far beyond campuses. By promoting the myth of the self-made billionaire, universities help legitimize extreme inequality and normalize forms of power that undermine democratic life. At a moment of deep institutional crisis, when the influence of the billionaire class on college campuses is increasingly absolute and the future of higher education is uncertain, The Start-Up Factory offers a clear-eyed account of how universities arrived here--and why reclaiming their autonomy has become an urgent task.

How Entrepreneurialism Captured Higher Education

The Start-Up Factory

Confident Series

Get across the basics of cybersecurity with this streamlined guide that provides clarity and confidence in a world where cyber security is changing so rapidly.

The Essential Insights and How to Protect from Threats

Confident Cyber Security

Palgrave Studies of Internationalization in Emerging Markets

This book provides a global picture of &nbsp;automotive industry development in emerging countries through the lens of global value chain analysis. Over the past two decades, auto production increasingly shifted to emerging economies, marking a significant reconfiguration of the global auto industry. This volume traces such shift to illustrate industrial development dynamics, focusing on new global players, their industrial strategies and on the structural characteristics of these emerging markets. It features chapters devoted to the theoretical analysis of industrial development in emerging countries, and collects a wide range of country cases illustrating different trajectories of auto industrialisation. These include better-known cases of dominant players as well as still underexplored cases such as Argentina, Hungary, Poland, Morocco, South Africa, Thailand and Vietnam. This book will provide valuable reading to those researching globalization and emerging countries, their comparative industrialisation, and the intersection of government policies and business strategy, specifically concerning the automotive industry.&nbsp;
&nbsp;
Lorenza Monaco&nbsp;(Phd SOAS, London) is a Research Fellow at the Institute for Innovation and Public Purpose, University College London, a Senior Research Associate at SarchI Industrial Development, University of Johannesburg, and part of GERPISA. She works on the political economy of industrial development in emerging economies, with a special focus on the automotive industry.
Martin Schröder&nbsp;is Associate Professor at the College of Policy Science, Ritsumeikan University, Japan, and Visiting Researcher at the Research Institute of Automobile and Parts Industries, Waseda University, Japan. His research interests are regional economic integration in ASEAN, the political economy of the automotive industry, and digitalisation in the automotive industry.
&nbsp;

Actors, Policies and Structural Issues

Emerging Auto Industries in a World of Global Value Chains

From Modern Marketer to Executive Leader

Apply entrepreneurial thinking to build sustainable marketing strategies in resource-limited environments. Principles of Entrepreneurial Marketing by Paul Booth and Zach Thompson is designed for undergraduate and postgraduate students studying marketing, entrepreneurship and small business management. Aligned to core modules in entrepreneurial marketing and venture creation, this textbook equips students with the fundamental knowledge and applied skills required to design effective marketing strategies in start-up and growth-focused contexts. This textbook provides a structured framework that guides students through identifying market opportunities, developing new ventures and crafting marketing strategies that support sustainable growth. From understanding the customer journey to developing pricing strategy, brand purpose and digital presence across ecommerce platforms and social media, this book connects theory directly to entrepreneurial action. This textbook includes: - A step-by-step entrepreneurial marketing framework with defined learning deliverables - Guidance on pricing, digital marketing, customer journey mapping and growth planning - Activities such as building a content calendar, planning an ad campaign and developing a brand identity kit - Real-world examples and entrepreneur interviews linking theory to venture creation, including from BigBelly (USA), Inspired Bicycles (UK), Pauline Cosmetics (Kenya) and Mecado Libre (South America) &gt;Whether studying marketing, entrepreneurship or preparing to launch a venture, Principles of Entrepreneurial Marketing provides students with the strategic tools and practical confidence to build innovative, market-driven businesses.

Strategy and Applied Practice

Principles of Entrepreneurial Marketing

Routledge Studies in the History of Marketing

This book addresses the need to understand marketing practices in the context of the rich and varied history of India. Such an understanding will not only enrich marketing as a discipline, but also provide marketers and academics with valuable insights into the cultures and behaviors of Indian consumers. By analysing historical writings on business in India over 2000 years, and providing a coherent narrative of the marketing practices during these periods, it critically engages with the larger socio-economic structures which influenced, and were influenced by these practices. All scholars of marketing history will find this a fascinating and unique assessment of a highly significant market.

History of Marketing in India

International Hospitality Management brings together the latest developments in global hospitality operations with contemporary management principles. It develops a critical view of the management practices and the traditional theories, analysing how appropriate they are to the hospitality and tourism industries in a multicultural context. By doing so it provides the reader with a greater awareness of the cultural factors influencing the strategies and performances of hospitality organization This book has been significantly updated since the last edition to include recent trends and developments such as:<ul> <li>New content on: theories of culture, consumer behaviour, globalization as well as technology and social media, sustainability, global politics, food and drink trends, emerging BRIC countries and service design and delivery.</li> <li>New chapter on Hospitality Operations Management looking at location strategies, supply chain management, service delivery, service failure and recovery from a global perspective.</li> <li>Updated and new international case studies throughout </li> <li>New companion website with student and lecturer resources including: Power point slides, web links &amp; video links, case study archive, review questions</li> </ul>This book is highly illustrated with diagrams, and contains a range of features such as international case studies, review questions and summaries to aid understanding and further knowledge.

International Hospitality Management

Ever tried climbing a ladder in a wheelchair? Spoiler alert: It sucks.The corporate ladder was never built for disabled professionals, and traditional career paths often create more barriers than opportunities. But entrepreneurship offers an alternative—a chance to build financial security, autonomy, and a business that works for people with disabilities.With the right support, entrepreneurship can be a powerful tool for disabled individuals navigating a workforce that wasn’t designed with them in mind.&nbsp;The Power of the Pivot&nbsp;challenges the outdated corporate mindset and offers a fresh approach to business ownership. Whether balancing chronic illness, caregiving, or simply wanting a business that fits into their life (not the other way around), this pragmatic guide provides practical strategies for working smarter—not harder.Author and entrepreneur Maria Chapman knows firsthand the challenges of launching a business while managing life’s complexities. After a neuromuscular condition ended her teaching career, she built a ghostwriting agency starting from her hospital bed. Through real-life experiences, proven frameworks, and actionable advice, she shares how to<ul><li>Build a profitable business without sacrificing one’s health or personal life</li><li>Manage time, money, and energy for sustainable growth</li><li>Leverage outsourcing and automation to avoid burnout</li><li>Prioritize relationships, self-care, and nonnegotiables in one’s business strategy</li></ul>Success isn’t about working more hours—it’s about working the right way.&nbsp;The Power of the Pivot&nbsp;is the disabled person’s guide to redefining success, reclaiming their time, and building a business that works for them.&nbsp;Ready to create a business that supports one’s life instead of consuming it?

The Power of the Pivot

An Alternative Business Handbook

The Feral MBA

China's ‘Everything Online' Company

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