MCA Library - Publishers

Integrated Marketing Communications

Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.

Management of Innovation and Product Development

Tsaliki Katerina | Francesca Montagna | Marco Cantamessa

This textbook provides a unique and original understanding on innovation and on product design and development, and on their tight interconnections. It presents an integrated and holistic perspective on these two fields, allowing readers to understand how the phenomenon of innovation occurs – and must be managed – at different and interacting levels, from corporate strategy to design decision-making.This book explores these themes in a scientifically rigorous manner, associating academic findings with examples from business. It provides readers with the conceptual and decision-making tools required to understand and manage the process of innovation at different levels, from the analysis of industry-wide phenomena to the formulation of a strategy, and from the planning of operations to the management of technical choices. Chapters cover innovation as an economic and social phenomenon, the formulation of innovation strategy, the management of product development processes and projects and the technical design of products and services. Offering an invaluable resource to postgraduate students in economics, management and engineering, this book is also intended for managers and entrepreneurs.The book's topics are covered by associating academic findings with examples from business. For this new second edition of the book, case studies are made available through a companion LinkedIn page that is continuously updated by authors and by readers, while pointers to complementary content available on the internet are provided throughout the text.

Entrepreneurship and the Market Process

U6fonter | Arielle John | Diana W. Thomas

What is the significance of entrepreneurship in an economy? Scholars have argued that when the market is viewed as a process of perpetual adjustment to various forces, and not as a set of end-state prices and quantities simply arrived at, the role of the entrepreneur comes to the fore. What then are fruitful ways to conceive of the phenomenon of entrepreneurship? How do entrepreneurs both respond to and shape larger forces in the economy? In what ways can political institutions and government regulation shape the decisions made by entrepreneurs, and their responsiveness to consumers? How does the cultural environment influence the types of opportunities that an entrepreneur will notice and act on? Finally, is entrepreneurial behavior strictly limited to activity we see in the market? This edited volume—comprised of chapters by scholars and students studying from the disciplines of sociology and economics—examines entrepreneurship theoretically and applied to various cases. It provides an overview of the economic literature on entrepreneurship and puts forth a framework for understanding the market process, as well the policy implications of government intervention and cultural considerations in the market. It will be of use to any scholars, students, practitioners or policymakers interested in entrepreneurship.

Bank Management and Control

Johannes Wernz

This book discusses risk management, product pricing, capital management and Return on Equity comprehensively and seamlessly. Strategic planning, including the required quantitative methods, is an essential part of bank management and control. A thorough introduction to the advanced methods of risk management for Credit Risk, Counterparty Credit Risk, Market Risk, Operational Risk and Risk Aggregation is provided. In addition, directly applicable concepts and data such as macroeconomic scenarios for strategic planning and stress testing as well as detailed scenarios for Operational Risk and advanced concepts for Credit Risk are presented in straightforward language. The book highlights the implications and chances of the Basel III and Basel IV implementations (2022 onwards), especially in terms of capital management and Return on Equity. A wealth of essential background information from practice, international observations and comparisons, along with numerous illustrative examples, make this book a useful resource for established and future professionals in bank management, risk management, capital management, controlling and accounting.

Entrepreneurship and Innovation

This book provides an overview of the theory, practice and context of entrepreneurship and innovation at both the industry and firm level. It provides a foundation of ideas and understandings designed to shape the reader’s thinking and behaviour to better appreciate the role of innovation and entrepreneurship in modern economies, and to recognise their own abilities in this regard. The book is aimed at students studying advanced levels of entrepreneurship, innovation and related fields as well as practitioners (for example, managers, business owners).As entrepreneurship and innovation are largely indivisible elements and cannot be adequately understood if studied separately, the book provides the reader with an overview of these elements and how they combine to create new value in the market. This edition is updated with recent international research, including research and examples from Europe, the US, and the Asia-Pacific region.

Taxation in Finance and Accounting

Joaquim Miranda Sarmento

Taxation is becoming more and more relevant for firms and managers decisions, mainly due to the impacts of taxation on firms and projects performance, profitability and value. This book provides an introductory overview of taxation in the fields of finance and accounting. It covers several fundamental topics of taxation, such as income, corporate and value add tax, and tax planning and management, international taxation, EU tax harmonization and transfer prices. This book intends to provide the readers with an understanding of the main concepts and principles of these topics, regardless of specific country contexts in law. With this book, readers will be able to understand the fundamentals of taxation at a conceptual and practical level. By using theory and practical examples, readers will understand taxation at a broader level, without being concerned about country-specific issues.

Workbook for Entrepreneurship and Innovation

Tim Mazzarol | Sophie Reboud

This book provides an overview of the theory, practice and context of entrepreneurship and innovation at both the industry and firm level. It provides a foundation of ideas and understandings designed to shape the reader’s thinking and behaviour to better appreciate the role of innovation and entrepreneurship in modern economies, and to recognise their own abilities in this regard. The book is aimed at students studying advanced levels of entrepreneurship, innovation and related fields as well as practitioners (for example, managers, business owners).As entrepreneurship and innovation are largely indivisible elements and cannot be adequately understood if studied separately, the book provides the reader with an overview of these elements and how they combine to create new value in the market. This edition is updated with recent international research, including research and examples from Europe, the US, and the Asia-Pacific region.

Workbook for Entrepreneurship and Innovation

Tim Mazzarol | Sophie Reboud

This book provides an overview of the theory, practice and context of entrepreneurship and innovation at both the industry and firm level. It provides a foundation of ideas and understandings designed to shape the reader’s thinking and behaviour to better appreciate the role of innovation and entrepreneurship in modern economies, and to recognise their own abilities in this regard. The book is aimed at students studying advanced levels of entrepreneurship, innovation and related fields as well as practitioners (for example, managers, business owners).As entrepreneurship and innovation are largely indivisible elements and cannot be adequately understood if studied separately, the book provides the reader with an overview of these elements and how they combine to create new value in the market. This edition is updated with recent international research, including research and examples from Europe, the US, and the Asia-Pacific region.

Workbook for Entrepreneurship and Innovation

Tim Mazzarol | Sophie Reboud

This book provides an overview of the theory, practice and context of entrepreneurship and innovation at both the industry and firm level. It provides a foundation of ideas and understandings designed to shape the reader’s thinking and behaviour to better appreciate the role of innovation and entrepreneurship in modern economies, and to recognise their own abilities in this regard. The book is aimed at students studying advanced levels of entrepreneurship, innovation and related fields as well as practitioners (for example, managers, business owners).As entrepreneurship and innovation are largely indivisible elements and cannot be adequately understood if studied separately, the book provides the reader with an overview of these elements and how they combine to create new value in the market. This edition is updated with recent international research, including research and examples from Europe, the US, and the Asia-Pacific region.

Entrepreneurship and Innovation

Tim Mazzarol | Sophie Reboud

This book provides an overview of the theory, practice and context of entrepreneurship and innovation at both the industry and firm level. It provides a foundation of ideas and understandings designed to shape the reader’s thinking and behaviour to better appreciate the role of innovation and entrepreneurship in modern economies, and to recognise their own abilities in this regard. The book is aimed at students studying advanced levels of entrepreneurship, innovation and related fields as well as practitioners (for example, managers, business owners).As entrepreneurship and innovation are largely indivisible elements and cannot be adequately understood if studied separately, the book provides the reader with an overview of these elements and how they combine to create new value in the market. This edition is updated with recent international research, including research and examples from Europe, the US, and the Asia-Pacific region.

Guide to Computer Network Security

Joseph Migga Kizza

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