Author : Gerard J. Tellis
Publisher : Prentice Hall
Page : 528 pages
File Size : 15,46 MB
Release : 1997
Category : Business & Economics
ISBN :
Gerard Tellis clearly communicates all aspects of promotion using the most recent social sciences research findings, to enable prospective managers to design their own successful strategies.
Author : Bonnie L. Drewniany
Publisher : Wadsworth Publishing Company
Page : 0 pages
File Size : 25,93 MB
Release : 2008
Category : Advertising
ISBN : 9780495096207
Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, this text moves through the creative process step by step. Complementing the instructions are examples of layouts and ad copy, giving students the tools to create their own advertising.
Author :
Publisher :
Page : pages
File Size : 43,65 MB
Release :
Category :
ISBN :
Author : Tom Altstiel
Publisher : SAGE Publications
Page : 751 pages
File Size : 19,18 MB
Release : 2015-12-10
Category : Language Arts & Disciplines
ISBN : 1506315402
Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.
Author : Tom Altstiel
Publisher : SAGE
Page : 412 pages
File Size : 25,57 MB
Release : 2006
Category : Business & Economics
ISBN : 9781412917964
Advertising Strategy provides students with the experience of an actively teaching professor at one of the top advertising programs in the country and a working creative director/agency principle. Altstiel and Grow get right to the point by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus on only work created for large consumer accounts by mega agencies, this text also covers business-to-business, in-house, and small agency work. Key Features: - Up-to-date examples: over half were produced in the last two years. - Writing for the Internet/Interactive Marketing: the most comprehensive and up to date general copywriting text that covers the Internet - Diversity discussion: a whole chapter is devoted to these issues, plus examples and case histories related to issues of diversity are woven throughout the text. - War Stories: the authors tracked down some of the hottest professionals in the business and their anecdotes bring real world experience into each chapter. They are part case history, part lessons-to-be-learned and sometimes, very funny. - Words of Wisdom: timely quotes from some of the most influential people in our business, past and present. These quotes bring key points to life in every chapter. - Who′s Who: short biographies of people mentioned in the book. Located at the end of each chapter, these blurbs sometimes include very personal information provided directly by these people.
Author : Simon Kingsnorth
Publisher : Kogan Page Publishers
Page : 344 pages
File Size : 46,97 MB
Release : 2016-05-03
Category : Business & Economics
ISBN : 0749474718
The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.
Author : Lawrence J. Gitman
Publisher :
Page : 1455 pages
File Size : 34,84 MB
Release : 2024-09-16
Category : Business & Economics
ISBN :
Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.
Author : David Farbey
Publisher :
Page : 0 pages
File Size : 40,12 MB
Release : 2002
Category : Advertising
ISBN : 9780749436346
This highly practical text offers step-by-step guidance on making the most of your advertising budget by looking at setting precise objectives, defining the target, planning, selecting the best medium, developing the message etc.
Author : Robert W. Palmatier
Publisher : Bloomsbury Publishing
Page : 414 pages
File Size : 40,5 MB
Release : 2020-12-31
Category : Business & Economics
ISBN : 1350305286
Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design
Author : Kevin McTigue
Publisher : Bookbaby
Page : 150 pages
File Size : 47,25 MB
Release : 2021-08-18
Category : Business & Economics
ISBN : 9781098390457
In the Creative Brief Blueprint, Kevin McTigue and Derek Rucker merge decades of academic insights and practical experience to offer an approachable and actionable guide to crafting successful communications strategy.
