Tabla de Contenidos: “…Allianz ; Ambipur ; Audi ; AVE ; Avis ; Ballantine's ; Beefeater ; British Airways ; Calvo ; Campofrío ; Carbonell ; Coronel Tapioca ; Costa ; Cruz Verde ; Cuétara ; Donuts ; Duracell ; El Mundo ; El Periódico de Catalunya ; Flex ; Fortuna ; Gillette ; Kleenex ; La Toja ; Land Rover ; Licor del Polo ; Lladró ; Mahou ; Mars ; McDonald's ; Médicos sin Fronteras ; Nescafé ; Nestlé ; NH Hoteles ; Philadelphia ; Philips ; RACE ; Real Madrid ; Repsol YPF ; Saimaza ; Sanex ; Scottex ; Sony Ericsson ; SOS ; Spanair ; Timberland ; Tío Pepe ; TVE ; Volkswagen ; Yahoo ! …”

“…Tata Motors' Jaguar Land Rover unit is the fastest growing luxury auto seller in China? …”

“…It's not long before he is tearing around the country in his embassy Land Rover, shaking off Uzbek police tails and crashing through roadblocks to meet with dissidents and expose their persecutors. …”
Acceso a las primeras páginas
Sumario

Tabla de Contenidos: “…Intro -- Copywriting, 2nd edition -- Contents -- Preface -- Introduction -- Chapter 1: Getting to grips with copywriting -- Chapter 2: The art of writing great copy -- Chapter 3: Writing for brand and marketing -- Interview: John Simmons, The Writer -- Interview: Steve Manning, Igor International -- Case Study: Serious Waste Management -- Case Study: Olive Media Products -- Chapter 4: Writing for advertising and direct marketing -- Interview: Diane Ruggie, DDB -- Interview: Will Awdry, Ogilvy -- Case Study: Amnesty International -- Case Study: MemoMind Pharma -- Chapter 5: Writing for retailing and products -- Interview: Meredith Matthews, Half Price Books -- Interview: Dan Germain, Innocent Drinks -- Case Study: Method Home Products -- Case Study: Pret A Manger -- Chapter 6: Writing for company magazines, newsletters, and internal communications -- Interview: Conan Kisor, American Medical Association -- Interview: Sarah McCartney, Lush Times -- Case Study: Land Rover Onelife -- Case Study: Kodak One Magazine -- Chapter 7: Writing for catalogs -- Interview: Vincent Stanley, Patagonia -- Interview: Kate Tetlow, Jupiter Design -- Interview: Sunita Yeomans, Creative Director, argos.co.uk -- Case Study: The Territory Ahead -- Chapter 8: Writing for the digital environment -- Interview: Mark Santus, Romeo Empire Design -- Interview: Catherine Toole, Sticky Content -- Case Study: Broad Stripe Butchers -- Case Study: Daily Candy -- Case Study: Creative Review Blog -- Glossary -- Further reading -- Index -- Picture credits -- Acknowledgments -- Cover…”

“…Breakthrough strategies for emulating or competing with your newest and toughest threat: innovative companies in emerging-market nations Western organizations are quickly losing influence to emerging market multinationals, as evidenced by such developments as Tata Motors’s acquisitions of Land Rover and Jaguar; Lenovo’s purchase of IBM’s ThinkPad business; HTC’s stature as the fourth largest global smartphone manufacturer; Haier’s 5% global appliance market share; and LG, Samsung, and Hyundai rise in the automobile, appliance, and consumer electronics market. …”

Tabla de Contenidos: “…. -- Adobe: Evolution of a Great Company -- Culture at Puppet-A Move Back to Its Roots -- A Breath of Fresh Air at Coca-Cola -- Creating a Mission-driven Culture at Chegg -- The Nature of Character at Slack -- Charles Schwab: A Founder's Living Legacy of Service to Clients -- Genpact: Character Drives Client-first Culture -- Keeping the Culture Ball in Play at Splunk -- The Power of Jaguar Land Rover's Mantra -- Chapter 10 Looking to the Future -- Create the future you want to live and work in. -- The AI Edge -- Career Management -- The Future of Work -- Equity-fluent Leadership -- My Greatest Hope -- Endnotes -- Acknowledgments -- About the Author -- Index -- EULA…”

Tabla de Contenidos: “…Translation Exposure -- 11.1 Overview of Translation -- Global Finance in Practice 11.1: Functional Currency and Management Performance -- 11.2 Translation Methods -- 11.3 Aidan Corporation's Translation Exposure -- Global Finance in Practice 11.2: Value of a Foreign Subsidiary: Tata Motors and Jaguar Land Rover -- 11.4 Managing Translation Exposure -- Global Finance in Practice 11.3: Foreign Currency Hedge Accounting -- Summary Points -- Mini-case: Electrolux of Sweden's Currency Management -- Questions -- Problems -- Chapter 12. …”