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What is the secret behind every successful product? Why are people willing to pay more for a BMW than a Chevrolet? How could Apple iPhones represent only 4% of

Good Strategy/Bad Strategy clarifies the muddled thinking underlying too many strategies and provides a clear way to create and implement a powerful action-orie

Engineering Management: Meeting the Global Challenges prepares engineers to fulfill their managerial responsibilities, acquire useful business perspectives, and

A thoroughly revised edition of the classic on creativity, essential for individuals and teams who want to think outside the box. Some people are naturally crea

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2021), held at University of La Laguna, T