International Thomson Business Press

In today's increasingly uncertain, competitive and fast-moving world, companies must rely more and more on individuals to come up with new ideas, to develop creative responses and push for changes before opportunities disappear or minor irritants turn into catastrophes. Innovations, whether in...

Foreword There are a few complex things in life - and one of these is Global Marketing. Change is a well-worn word, but never more apt when applied to today's global markets. Change coupled with complexity is a heady combination requiring careful analysis, integrative action and appropriate...

This preface outlines the content and approach of this book and explains how it is appropriate both for managers and for students who will become future managers. There are suggestions about how different types of reader might make effective use of the material. Strategic awareness and...