Marketing has changed dramatically since the four classic Ps of the marketing mix (price, product, promotion and place) were proposed. The new marketing landsca

Virtually every business seeks to increase its profit from customers, but few business executives realize that a universal principle governs their customer prof

Expand your business with the 80/20 rule! This book is a practical and accessible guide to understanding and implementing Pareto’s Principle, providing you wi

Addresses the impact on international marketing of major trends in the external and internal environment of the firm: technology-enabled international marketing

Describes influential business philosophies and marketing ideas from the past twenty years and examines why they did not work.