Author : Floyd Y. Keeler
Publisher : Routledge
Page : 158 pages
File Size : 48,56 MB
Release : 2014-09-19
Category : Business & Economics
ISBN : 1317638557
This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great detail. One of the earliest "manuals" on planning and operating an advertising agency, this book was also one of the first to illustrate the vital part that advertising plays in the successful business, using six American advertising agencies as its sources.
Author : Floyd Y. Keeler
Publisher : Routledge
Page : 319 pages
File Size : 46,83 MB
Release : 2014-09-19
Category : Business & Economics
ISBN : 1317638565
This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great detail. One of the earliest "manuals" on planning and operating an advertising agency, this book was also one of the first to illustrate the vital part that advertising plays in the successful business, using six American advertising agencies as its sources.
Author : John O'Shaughnessy
Publisher : Allen & Unwin Australia
Page : 372 pages
File Size : 35,30 MB
Release : 1984-01-01
Category : Marketing
ISBN : 9780046582432
Author : R. Bigelow Lockwood
Publisher : Routledge
Page : 348 pages
File Size : 38,80 MB
Release : 2014-10-03
Category : Business & Economics
ISBN : 1317650344
This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical textbook of its time, covering facts which anyone writing advertising copy should know before attempting to reach industrial markets. It highlights key points in the planning and writing of industrial advertising copy, with the aim of simplifying the work of the copy-writer. Although inevitably a product of the time in which it was published, this volume nonetheless contains many valuable tenets of advertising which remain a core part of modern advertising theory.
Author : Nigel Linacre
Publisher : Routledge
Page : 198 pages
File Size : 20,33 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317661729
The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and media teams, and helping to get the best out of both client and agency.
Author : Kotaro Sugiyama
Publisher : McGraw Hill Professional
Page : 335 pages
File Size : 38,2 MB
Release : 2010-12-10
Category : Business & Economics
ISBN : 0071752781
The breakthrough marketing strategy from the world's most innovative advertising agency One of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it's being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu's Cross Switch model meets it head on. The Dentsu Way shares proven tactics for getting your message to consumers and creating "scenarios" to move them through calibrated Contact Points to meet whatever specific goal you set. This game-changing book: Explains Dentsu's 110-year history and unique service structure, as well as its broad range of business fields Introduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST Provides nine of Dentsu's newest original tools and analysis methods Gain broader, more meaningful customer involvement and penetrate more deeply than ever into your market by following the Dentsu Way.
Author : John Winkler
Publisher : Routledge
Page : 275 pages
File Size : 50,28 MB
Release : 2014-10-17
Category : Business & Economics
ISBN : 131764607X
This book takes the reader through the underlying theory of marketing and applies it to the developing business. Research and analysis, testing and product planning follow, and lead on to more practical advice on small company sales organisation and control, advertising and promotion. Many practical examples of industrial and consumer goods marketing are given, and technical ‘jargon’ has deliberately been avoided to ensure a straightforward presentation of marketing facts.
Author : Colin Gilligan
Publisher : Routledge
Page : 330 pages
File Size : 31,15 MB
Release : 2013-01-04
Category : Business & Economics
ISBN : 1135133867
This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context. It discusses the firm’s strategic position: how it is orientated at present to take advantage of international marketing opportunities and how its strategy is developing. It: Stresses the wide differences between different overseas markets and the importance of handling sensitively particular local features. Examines the need to structure the whole business organisation in the right way and make international marketing effective Discusses the importance of communication and control Throughout case studies are used to highlight particular issues.
Author : Simon Majaro
Publisher : Routledge
Page : 263 pages
File Size : 18,9 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317659856
This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients – productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods – both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.
Author : Peter Spillard
Publisher : Routledge
Page : 242 pages
File Size : 13,91 MB
Release : 2014-09-19
Category : Business & Economics
ISBN : 1317644069
Taking as its starting point the nature of marketing tasks, this book draws on organizational theories and makes its own contribution to generate insights and understanding about some of the concerns that need to be deal with if marketing success is to be achieved. The book surveys developments in the study of organizations, and considers how organizations can be adapted to better serve the needs of marketing.
