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Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core the

Market Management and Project Business Development is a guide to the theory of marketing and selling projects in business, demonstrating how to secure and deliv

This book explores the development of US marketing management thought in the early part of the 20th century, focusing on the relationship between the thought an

Introducing a new workbook Scale-Up Your Brand: How To Set Up Your Brand for Success in 5 Steps from Denise Lee Yohn, brand-building expert, speaker, and author

Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within