Accounting, Business, and Finance

Do we need yet another textbook on business fundamentals when every publishing house has stacks of such books ready for sale? No, we do not need another standard textbook. What we need is a new kind of teaching tool that at once accommodates the modern-day classroom and exposes new century students to the contemporary world of global capitalism in which today's businesses operate. In primer form, Dr. Patrice Flynn clarifies the functional areas of business, a term used to describe what every businessperson needs to understand to be successful, from entrepreneurship to small business development, legal structure, going global, finance, big data, marketing, management, and more. This primer demonstrates how a master teacher teaches new century students, thus giving supremacy to pedagogy along with rigorous content. The primer can be used with both business students and the growing number of nonbusiness students interested in learning how business works before entering the world of work. Every student will come away not only with a sense of the business areas that pique their interest but also with a deeper understanding of business from which to craft next career steps.

Marketing: Principles of Customer-Centric Business Management is a concise text for undergraduate introductory marketing courses. It gives insight into the most important areas of the discipline and brings together theory and practical perspectives.°°°°The contents:°°– Marketing as an applied science°°– Marketing planning°°– Objectives and strategies in marketing°°– Buyer behaviour°°– Market research°°– Brand, product, sales, pricing, sales promotions and market communications decisions°°– Marketing programme coordination°°°°This textbook is distinctive for several reasons: it builds on a comprehensive section on customer behaviour and takes up behavioural perspectives for an analysis of contemporary marketing, it emphasizes qualitative methods in all areas of market research, and it connects the chapters with a marketing plan activity that encourages students to progressively develop a marketing plan for a product of their own choosing.

"In such a dynamic and complex context, this book provides a valuable analytical contribution to understand the structure and functioning of world finance." MATTEO ARPEFounder, Chairman and CEO of SatorToday's economic environment has reached interconnectedness levels never imagined before. People are living in a highly globalized world, where consumption, the production of goods, and the provision of services have become highly integrated. A similar trend can be found in financial markets too, where portfolios are internationally diversified and financial securities are now more cross-listed than ever on foreign exchanges.Understanding how to move and act effectively in such a complex environment is imperative for today's managers given the vibrant, global, and fast-changing context in which they operate. From here, the inspiration for a book exploring the complexities of multinational financial management, which range from dealing with foreign currency exposures to determining the capital structure of subsidiaries, valuing investments in risky countries, and considering the managerial and environmental issues that make multinational financial decision-making so challenging.