One of the top marketing challenges that marketing managers and executives face today is to better understand social media and its promise as a marketing platform. The social media ecosystem, including traditional platforms such as Facebook and Twitter and upstarts such as Instagram and Snapchat, have evolved significantly over the past 10 years; so much so that keeping pace with the latest social media platforms can seem like herding cats. Inside, the authors provide a timeless perspectiv...

This book serves as a concise guide for businesses seeking to enter the U.S. market from an international perspective. The book examines how the United States is positioned in the global marketplace, the potential for businesses entering the U.S. market, and marketing trends and applications, with an emphasis on small- to medium-sized enterprise (SME) market expansion. Chalked full of success stories, readers will develop an understanding of American markets and the American consumer, mark...

Comprehensive coverage of the latest research in isolating and analysing the diverse range of compounds in milkReviews the genetic factors that affect milk composition, as well as the ways milk chemistry can affect sensory qualityExplores the importance of milk as a valuable commodity