Dictionary of Advertising and Marketing Concepts, Berger, Arthur Asa
Автор: Doyle Charles Название: A Dictionary of Marketing ISBN: 0198736428 ISBN-13(EAN): 9780198736424 Издательство: Oxford Academ Рейтинг: Цена: 3094.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: A Dictionary of Marketing is an accessible, practical, and internationally-focused A-Z guide to all areas of marketing. Covering traditional techniques and theories, as well as the latest terms and concepts in web, digital and social marketing, this is the ideal reference for students and practitioners of marketing worldwide.
Автор: Ries, Al Trout, Jack Название: Positioning ISBN: 0071373586 ISBN-13(EAN): 9780071373586 Издательство: McGraw-Hill Рейтинг: Цена: 2744.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Helps you deal with the problems of communicating to a skeptical, media-blitzed public. This book describes a revolutionary approach to creating a "position" in a prospective customer`s mind-one that reflects a company`s own strengths and weaknesses as well as those of its competitors.
Описание: This title integrates all aspects of marketing communication. While continuing to focus on the time honoured IMC methods, the text reflects new academic literature and practitioner developments in the field.
Автор: Morales Название: Marketing without Advertising ISBN: 0415896983 ISBN-13(EAN): 9780415896986 Издательство: Taylor&Francis Рейтинг: Цена: 28327.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: How do Cubans have such a wide range of knowledge on national and international brands without being exposed to modern mass communication strategies? This book explores consumer knowledge about international brands as well as Cuban joint venture operations.
Автор: Martin, Elizabeth Название: Marketing identities through language ISBN: 1403949840 ISBN-13(EAN): 9781403949844 Издательство: Springer Рейтинг: Цена: 18294.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.
Автор: Davis Aeron Название: Promotional Cultures ISBN: 0745639828 ISBN-13(EAN): 9780745639826 Издательство: Wiley Рейтинг: Цена: 8712.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
In the twenty-first century, promotion is everywhere and everything has become promotable: everyday goods and organizations, people and ideas, cultures and futures. This engaging book looks at the rise of advertising, public relations, branding, marketing and lobbying, and explores where our promotional times have taken us.
Promotional Cultures documents how the professions and practices of promotion have interacted with and reshaped so much in our world, from commodities, celebrities and popular culture to politics, markets and civil society. It offers a mix of historical accounts, social theory and documented case studies, including haute couture fashion, Apple Inc., Hollywood film, Jennifer Lopez, the Occupy movement, Barack Obama's election campaigns, news production and the 2008 financial crisis. Together, these show how promotional culture may be recorded, understood and interpreted.
Promotional Cultures will appeal to students and scholars of media and culture, sociology, politics, anthropology, social and industrial history.
Автор: Wilson Название: Global Advertising, Attitudes, and Audiences ISBN: 041586089X ISBN-13(EAN): 9780415860895 Издательство: Taylor&Francis Рейтинг: Цена: 9033.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book presents consumer response to global media branding as a cognitive process whose understanding is important for advertising industry as well as academic investigation. Interpreting reactions to screen advertising, accounting for them in local cultural terms, must be the first stage of any subsequent quantitative study.
Автор: Miles Название: Interactive Marketing ISBN: 1138008826 ISBN-13(EAN): 9781138008823 Издательство: Taylor&Francis Рейтинг: Цена: 7808.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This author investigates the constructions and reconstructions of discourse that surround the uses of interactivity in contemporary advertising, public relations, and `guerrilla marketing.` In doing so, he offers a radical new theory of marketing communication based upon approaching persuasion as a dynamic, endless negotiation between distinction-making systems.
Название: The Evolution of Integrated Marketing Communications ISBN: 113800894X ISBN-13(EAN): 9781138008946 Издательство: Taylor&Francis Рейтинг: Цена: 9033.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book identifies and discusses the changes that integrated marketing communication (IMC) has meant to the marketplace, how they have occurred and what they mean for all types of marketers around the world. This book was published as a special issue of the Journal of Marketing Communications.
Автор: Podnar Название: Corporate Communication ISBN: 113880472X ISBN-13(EAN): 9781138804722 Издательство: Taylor&Francis Рейтинг: Цена: 9186.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective. While other textbooks are limited to a managerial or PR perspective, this book provides a complete, holistic overview of the many ways communication can add value to an organization. Step by step, this text introduces the main concepts of the field, including discipline and function frameworks, corporate identity, corporate and employer branding, corporate social responsibility, stakeholder management, storytelling, corporate associations, identification, commitment and acceptability.
In order to help reinforce key learning points, grasp the essential facts and digest and retain information, the text offers a comprehensive pedagogy, including: chapter summaries; a list of key words and concepts; case studies and questions at the end of each chapter. Principles are illustrated through a wealth of real life examples, drawn from a variety of big, small, global and local companies such as BMW Group, Hidria, Lego, Mercator, Krka, Barilla, Domino's Pizza, Gorenje, Si Mobil, BP, Harley-Davidson and Coca-Cola.
This exciting new textbook is essential reading for all professional corporate marketing and communication executives, as well as undergraduate and postgraduate students of marketing and public relations, not to mention managers who need a complete and accurate view of this increasingly important subject.
Название: Masters of Advertising Copy (RLE Marketing) ISBN: 1138791148 ISBN-13(EAN): 9781138791145 Издательство: Taylor&Francis Рейтинг: Цена: 23734.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with the history of the era of American industrial coming-of-age, touching not only on the impact of mass-production, but also the beginnings of corporate social responsibility.
Название: Demarketing ISBN: 0415816475 ISBN-13(EAN): 9780415816472 Издательство: Taylor&Francis Рейтинг: Цена: 23734.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This is the first book to cast light on the secretive, counterintuitive world of de-marketing: a process whereby a company actively, for whatever reasons, tries to decrease demand of its product. Via insightful case studies from a selection of thought leaders, this book deconstructs de-marketings mysteries and demonstrates how to incorporate them into a profit-driven marketing plan.
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