A consistent advertising budget does not guarantee a successful advertising campaign. Two companies can spend the same amount of work and get results that completely different. Research demonstrates that creative messages may have greater importance for the success of advertising campaigns than...

This paper presents an interpretation of a business military strategy manual 2500 years old of a great Chinese General, successful interpretation of a British specialist who finds similarities between an economic and a military strategy.

This paper reveals the usefulness of CPI concepts. The cost of living view provides a price index whose dual is the volume of household consumption. The inflation view provides a price index whose dual is the volume of households? final monetary purchases, which represent the demand pressure...

The analysis of risk takes into account the identification of the risk sources, the measurement of risk by using appropriate methods, and several adjustment procedures destined to eliminate risk.