Economics Books

Is your business prepared for the world of ANYWHERE? “Companies are beginning to conceive, design, develop, and distribute products and services in profoundly new ways…But how to exploit this new connectivity? Read on.”―From the Foreword by Don Tapscott, bestselling author of Grown Up Digital and Wikinomics “ Anywhere paints a compelling picture of what the next transformation of wireless will look like and who it will impact. Those who want to capitalize on the new wireless world should read this book.”― Dan Hesse, CEO, Sprint “Connectivity is fast creating a level playing field among developed and emerging markets. Those who understand how to leverage the connected world will be best positioned to impact it. Anywhere is a must-read for anyone who wants to be a relevant leader in a global economy.”― Rajeev Suri, CEO, Nokia Siemens Networks “Emily Nagle Green takes it up a notch with a breezy style that makes the arcane accessible and the possible plausible. It’s the kind of sensible outlook that can only come from deep knowledge and analytic rigor―both hallmarks of Yankee Group.”― Tom Sebok, President & CEO, Young & Rubicam North America “Required reading for anyone interested in understanding how and why communications advances are fundamentally altering business. Green explains how the connectivity revolution offers unbounded opportunity to thrive in the nascent Anywhere future.”― Reed Hundt, former chairman, U.S. FCC “This book highlights the unstoppability of the advance of connectivity, creating the imperative for business leaders to respond.”― Ben Verwaayen, CEO, Alcatel-Lucent About the Book: A pill bottle helps health care professionals monitor patients taking medication. A vending machine reports its own inventory over a wireless network. A telephone speeds checkout by serving as a debit card in retail stores around the world. The future of the world―and business― is ubiquitous connectivity, the total interconnection of people, ideas, and products through a global digital network. As the network grows and the world of data expands, every citizen will have instant access to virtually anything he or she wants. Where is this network? Anywhere. And you must learn to use it to the fullest if your business is to thrive in the coming years. In this groundbreaking book, Emily Nagle Green, president of Yankee Group, a leading global connectivity research fi rm, charts a course for the future by explaining:

This successful new text offers a concise introduction to the field that is presented in a lively student oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. *NEW More comprehensive, in-depth, current discussions and explorations *NEW Enhanced presentation of global trade (Ch 3) Features income data presented in tables as well as redesigned and updated maps *NEW Expanded and improved social/cultural coverage (Ch 4) Provides an expanded introduction to basic concepts *NEW The most recent research on product decisions (Ch 11) Covers Maslow's hierarchy of needs and expands discussions to include current research on Asian markets *NEW Impact of Information Technology (Ch 6) Expands coverage of the role IT is currently playing on global marketing activities *NEW Expanded section on global retailing (Ch 13) Broadens discussions and offers a new framework for geographic expansion by global retailers *NEW Enhanced Internet integration-Offers scores of relevant web addresses; a dedicated website that features links to companies

Marketing Research provides a comprehensive guide for students to successfully undertake marketing research. The book covers all the traditional theories and techniques, and also introduces new ones like ethnography, grounded theory, automated interviewing and text data mining. The book further incorporates a learning-by-doing approach thanks to the Qualtrics tool that allows students to survey, design, evaluate and analyse data. Finally, the book explains all stages of research reporting and presentation methodologies. This textbook is invaluable for students studying marketing research in any business or marketing course.

Seth Godin’s three essential questions for every marketer: “What’s your story?” “Will the people who need to hear this story believe it?” “Is it true?”  All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $125 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true.   As Seth Godin showed in this controversial book, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.   Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.   But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.   But for the rest of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”

This book would be a good read for someone who is curious about the journey of Singapore's art scene. Through personal reflections and aspirations, it provides an authentic voice of those who have shaped the cultural landscape of the city. It not only showcases the diversity of creative industries but also highlights the crucial role of heritage development in Singapore's artistic evolution. Whether you are an art enthusiast or simply interested in understanding the transformation of a city through art, this anthology offers valuable insights and real-life experiences that will leave you inspired.

Influence established Cialdini as the world’s foremost authority on the science of persuasion, winning plaudits from such figures as Dan Pink, Chip Heath and Tom Peters. In Pre-suasion, Cialdini builds on his investigations into the subtle world of influence to reveal that the best persuaders succeed not only because of what they say or how they say it, but because of what they do in the moment before they deliver their message. In the process he draws on a series of compelling case studies and a profound understanding of human psychology to offer a ground-breaking work that is both fascinating and brilliantly practical.

"Behind a Billion Screens" is a must-read for anyone interested in gaining insight into the inner workings of India's television industry. Mehta's comprehensive research reveals the power struggles and political influence behind the scenes. The book also provides a critical analysis of the content that appears on Indian television, making it a unique and distinct read.

Everybody is a shopper—a fact no company can ignore. Based on results of never publicly seen real-world research, using ethnographic and neuroscience studies on some of the world's leading brands and retailers, this is an insider's exposé on how shoppers choose and buy brands (often without knowing how they do) and how brands can promote themselves. The author is one of the world's leading analysts of shopper behaviors. This book is the result of twenty years of pioneering research (from filming shoppers in-store to brain scanning) into how people around the world really shop. It explores what we actually do rather than what we think we do, how we really choose and make decisions to buy, and what brands are trying to persuade us to buy.

This text provides a comprehensive look at the fast growing meetings and convention market segment. A useful “how- to” guide, it takes students through all aspects of selling and servicing a convention at a hotel or other group meeting facility.In addition, it profiles the customer for meetings and conventions, the planners in charge of site selection, and facilities they commonly use. Also includes “Industry Insiders” planning tips and case studies direct from professionals in Convention Services departments.

Best Business Travel Europe- How to converse, bargain, dine, dress, and conduct yourself when doing business in 30 different European countries- is a complete guide for business travelers on customs, cultures and communication. It covers topics from manners and greetings to punctuality practices and business customs for each country in Europe. This book includes everything you'll need to know to do business "across the pond."USABookNews.com 2006 General"Globalization has brought American companies new opportunities and new challenges. In my role as CEO and/or President of Marriott Lodging, Northwest Airlines and Burger King, I was keenly aware that knowing and respecting the uniqueness of customers, clients and employees is crucial to success. Mary Bosrock's books are essential tools for anyone entering the international market."-John Chairman and CEO, Astar Air Cargo"I highly recommend Mary Bosrock¹s book to all my colleagues. Our organization awarded Mary the Spirit of Diplomacy Award for her longstanding work in promoting respect and understanding across borders."- Ginger President,Protocol & Diplomacy International“A readable and easily understood “dos and don’ts” guide for those planning to do business in Europe. It allows confidence building, understanding, and avoids unrealistic expectations. An essential read for business travelers, tourists, diplomats, and anyone interested in dealing with those at the “worker bee” level of the global economy.”-Patrick W. President of The Minnesota Consular Group and Honorary Counsul of Romania

This very applied approach to the managerial use of marketing research is designed and organized by the steps in the marketing research process. Great care has been taken to deal with the technical aspects of marketing research in a manner that allows the reader to apply research procedures to real applications in a pragmatic, step-by-step, "here's how to do it" fashion. The revision contains 35 cases; 14 new to this edition. The changes to the Fifth Edition include the addition of substantial insights and examples on international marketing research. Major new illustrations entitled Global Marketing Research Dynamics appear throughout the text. Three marketing research databases available on a PC-disk, accompany each copy of the book and contain real results from actual marketing research studies and are all keyed to the major PC-based analysis SPSS-PC, SAS-PC, SYSTAT-PC, and MYSTAT-PC.

Written by John Wellemin, a leading expert on customer care as both a coach and a practitioner, this book quickly teaches you the insider secrets you need to know to in order to keep your customers happy and coming back. The highly motivational 'in a week' structure of the book provides seven straightforward chapters explaining the key points, and at the end there are optional questions to ensure you have taken it all in. There are also cartoons and diagrams throughout, to help make this book a more enjoyable and effective learning experience.

Since it was first published in 1936, Dale Carnegie's all-time classic has helped millions of readers get along with people. How to Win Friends and Influence People provides advice on: Discovering new ambitions Making friends quickly and easily Increasing your popularity Handling complaints and avoiding arguments