In a fast-moving era of increased international competition, frontier markets must devise innovative ways to meet demanding sales targets and maintain profitability. These efforts will only succeed when local businesses abandon the concept of sales as a checklist of persuasive arguments that lead a customer to make a purchase and accept that building enduring customer relationships is the key to achieving sales goals.

A good reputation is vital to success in business and in life. Organisations with the best reputations outperform rivals in a myriad of tangible ways; they recruit higher quality staff, succeed with smaller marketing budgets, and exert greater influence over Governments. Although in the long term reputation is based on reality and behaviour, short term examples of organisations and individuals building unfair advantage can be seen all around us. Despite this, reputation remains an often misunderstood and neglected asset.

El objetivo del libro es explicar cómo el comercio exterior puede impulsar la economía, en lugar de convertirse en un obstáculo para el óptimo desarrollo de actividades que dependen de la consecución de moneda extranjera, como son las importaciones.

This book examines the major business communication theories, delving into their relationships and practical applications. Many business communication studies lack a strong theoretical grounding—a deficit that creates difficulties for researching business communication phenomena and building upon previous studies. The book addresses this issue by cataloging and briefly describing the major business communication theories, as well as giving a typology of these theories to better integrate them.

La publicación proporciona excelentes herramientas encaminadas a dirigir una comunicación médico-paciente eficaz. Brinda textos claros y sobre todo, aplicables al ejercicio de los profesionales de la salud y se utilizan ejemplos y anécdotas extraídas de la comunicación real con pacientes y recomendaciones sobre lo que se debe y no se debe hacer. Contiene temas de habilidades sociales y los procesos de comunicación en la entrevista clínica.

Food Allergy is a unique book which uses a scientific approach to cover both pediatric and adult adverse reactions to foods and food additives. Following the successful formula of the previous editions, Food Allergy has established itself as the comprehensive reference for those treating patients with food allergy or suspected allergy. This fifth edition has been thoroughly revised and updated. It is a practical, readable reference for use in the hospital or private practice setting.

El libro ofrece información actualizada sobre temas de cáncer rectal, hernia inguinal y cáncer de colon. Expone todos los temas con contenidos relacionados con la fisiopatología de diagnóstico y terapia quirúrgica. La publicación Incluye capítulos referentes a la utilización del Reboa en la reanimación del paciente traumatizado, tratamiento de las venas varicosas, tratamiento de los injertos infectados, neumatosis intestinal y su importancia para el cirujano, uso correcto de los tubos de colecistostomía, y tratamiento inmediato de las roturas del anillo pélvico.