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In this thorough and significantly expanded edition, four leading marketing researchers show exactly how to choose the right metrics for every challenge.
Are you sure that the interested party perceives your message the way you envisioned it? No other skill will help you in your career in so many different ways than communication skills.
The textbook covers the areas of business ethics and social responsibility excellently, and very usefully ends with a business case in which it leaves it up to the readers to open a discussion about it themselves and come up with solutions.
What is the global market and how does it work? Rivoli provided the answer to this question in a way that would be easy for a wide readership to understand; explaining how the life cycle of a very ordinary item of clothing – a T-shirt – begins and ends.
The textbook is the work of four university professors and top researchers and marketing experts who managed to create probably the best consumer behavior textbook on the market today, which is specifically adapted to the European business environment.
In six chapters, the author addresses current problems and perspectives for the development of entrepreneurship and small businesses.