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From Villány to Tokyo
“I was born at the end of World War II, and so I was young in the ’60s. This means that I belong to the so-called (at least in Hungary) ‘great generation’. Young people of this generation, especially in America and Western Europe, rebelled against the existing system, showing their dissatisfaction by protests, new types of music and by outrageous clothes and behaviour. We – here and in the other socialist countries – experienced this, only because of the limitations of the repressive system, in a much gentler way. I have never been a rebel myself, and yet what tied me to this great generation was my desire to know the world much better, to be more informed than the average, to be...
Value Creation 4.0 - Marketing Products in the 21st Century
Value Creation 4.0 is a marketing guide to the age of the fourth industrial revolution (‘Industry 4.0’). This title draws attention to the situation which poses new challenges and risks for the whole of humanity. The book takes an essentially practice-oriented approach. The book intends to highlight the importance of the topic, define its conceptual framework and present its practical applications. The book is therefore primarily recommended for practitioners. The topics of the book together with the supporting exhibits and cases – which also include international dimensions – provide information for them that can help increase their competitiveness. The book can also be very handy in higher education. Whole courses can be built on it, as the book comprises 4 parts and 14 chapters which can provide the basis for lectures. Each part is illustrated with cases, and some of the more than 30 exhibits could be used for the efficient processing of the material and for further reflection.
Pricing
Pricing: The New Frontier by Gábor REKETTYE and Jonathan LIU Published: May 2018 The importance of pricing and price management is growing all over the world, primarily due to the turbulent economic situation, accelerating technological development, the saturation of markets and the globalization of competition. All these trends affect the achievement of company objectives, place prices, pricing and price management in a context that differs greatly from what has been known before. In developing and fast moving economies like India, getting the pricing strategy right is a necessity for the short and long term future of the firm. The pricing decision will impact on the profitability and ulti...
Transnational Press London Publications Catalogue – 2020
Please download the TPLondon catalogue for the books and journals we publish dated March 2020. Transnational Press London is committed to enabling authors to reach a wider audience by offering books at affordable prices. You may want to inspect the bookstore at tplondon.com too.
Revolution in Marketing: Market Driving Changes
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2006 Academy of Marketing Science (AMS) Annual Conference held in San Antonio, Texas, entitled Revolution in Marketing: Market Driving Changes.
Untold Stories from the Wild East
András G. Kelemen shares his stories from a long transnational professional career. Kelemen worked in various roles in transnational organisations. He has four children and three grandchildren. When it comes to daily politics, while being a diehart patriot and simoultaneously a cosmopolitan, Kelemen says “I am a diehard democrat. However, to confuse anyone” he admits during his professional years as a top manager he had to skip some democratic processes as the pressures of time specific critical decisions dictated. Kelemen, as clearly seen from his satirical story telling in this book, says he would listen eagerly to the opinions of his colleagues if there was enough time, “but this happened rather scarcely”.
Marketing Theory and Practice
This volume of the series was compiled by the heads of the marketing departments of Hungarian universities leading in the field of marketing education and research. The authors of the studies and essays that make up this volume of the Transition Competitiveness and Economic Growth series dedicate the book to Professor Pl Tomcsnyi, a member of the Hungarian Academy of Sciences on the occasion of his 80th birthday. Professor Tomcsnyis name in Hungary is the hallmark of the creation of scientific-based marketing. Hungarian Pl Tomcsnyi is what Philip Kotler is for the Americans, Heribert Meffert for the Germans, Peter Doyle for the British, and Matthew Meulenberg for the Dutch. This volume contains thematically grouped essays from the most outstanding Hungarian representatives of marketing science. Part one deals with questions of marketing theory such as change of paradigm in the concept of marketing and the appearance of synergy and value in marketing relationships. Part two deals
Pricing
PRICING The New Frontier by G?bor REKETTYE and Jonathan LIU underlines the importance of pricing and price management is growing all over the world, primarily due to the turbulent economic situation, accelerating technological development, the saturation of markets and the globalization of competition. All these trends affect the achievement of company objectives, place prices, pricing and price management in a context that differs greatly from what has been known before. At a time when almost continuous change is disrupting nearly all industries and the internet is putting ever more power in the hands of the customer, a book that treats pricing with substance and foresight is a welcome addition to the market. John R. Schermerhorn, Jr., O'Bleness Professor Emeritus, Ohio University, United States
