Category: Textbooks

In the digital age, consumers have transformed from passive receivers of marketing messages to active suppliers of information about products via various digital media, generating a need for businesses to effectively manage a more creative and diverse range of consumers. Managing Diversity, Innovation, and Infrastructure in Digital Business, (PDF) is

When it comes to describing fundamental economic principles by drawing on present economic issues and events, there is no one more helpful than Nobel laureate and New York Times columnist Paul Krugman and co-author, Robin Wells. In Macroeconomics, 5th Edition, (ePub/PDF) Krugman and Wells’ signature storytelling style and uncanny eye

The focus of this ebook, Technology Entrepreneurship: Taking Innovation to the Marketplace, 2nd edition (PDF) is on technology ventures — how they operate, start, and sometimes exit profitably. In short, it covers all the elements required to launch a successful technology company, including discussion of cutting-edge trends such as “entrepreneurial

Essentials of Marketing: A Marketing Strategy Planning Approach 15th edition (PDF) is all about marketing and marketing strategy planning. At its core marketing strategy planning is about finding out how to do a superior job of satisfying customers. This author squad takes that point of view seriously and considers in

Become skillful in applying an economic way of thinking to the wide flow of data coming in daily in our lives alongside core economic concepts with Macroeconomics: Principles for a Changing World, 4th Edition, (PDF). MacroEconomics: Principles for a Changing World 4e is fully informed by Eric Chiang’s experiences teaching thousands