Author : Clarence Moran
Publisher : Routledge
Page : 228 pages
File Size : 40,50 MB
Release : 2013-05-02
Category : Business & Economics
ISBN : 1136669930
The Business of Advertising outlines the practice of the advertising trades, some of the more important restrictions on advertising, and a few of the questions which arise in connexion with the business. First published in 1905.
Author : R. Bigelow Lockwood
Publisher : Routledge
Page : 348 pages
File Size : 20,35 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 : John O'Shaughnessy
Publisher : Allen & Unwin Australia
Page : 372 pages
File Size : 35,35 MB
Release : 1984-01-01
Category : Marketing
ISBN : 9780046582432
Author : Colin Gilligan
Publisher : Routledge
Page : 330 pages
File Size : 21,15 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 : David A. Aaker
Publisher : Psychology Press
Page : 406 pages
File Size : 24,21 MB
Release : 2013-10-31
Category : Business & Economics
ISBN : 1317759826
The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
Author : Paul Messaris
Publisher : SAGE
Page : 324 pages
File Size : 27,76 MB
Release : 1997
Category : Art
ISBN : 9780803972469
For upper-level undergraduate students and graduate students in communication and media studies
Author : Geoffrey G. Jones
Publisher : Routledge
Page : 368 pages
File Size : 30,53 MB
Release : 2014-09-19
Category : Business & Economics
ISBN : 1317643828
An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.
Author : John A. Dawson
Publisher : Routledge
Page : 380 pages
File Size : 24,26 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317647300
This comprehensive work, covering a wide spectrum of the marketing environment, provides a fundamental basis to marketing geography for those concerned with market research, comparative and international marketing, and the study of economic geography. The book focusses on the spatial patterns and processes in marketing, and the development conflicts occur in the marketing system, and how evolution and change in marketing systems is realised through the resolution of these conflicts. The major sectors and institutions in the marketing system are described and a detailed study is made of the ways they change and interact.
Author : Peter W Turnbull
Publisher : Routledge
Page : 305 pages
File Size : 42,8 MB
Release : 2013-05-07
Category : Business & Economics
ISBN : 1135124272
This study considers the key strategic issues of the management of customer relationships in international industrial marketing. It is based on extensive original research by the International Marketing and Purchase Group. The book reports on that research, in particular pointing out the differences in approach by different national groups in Europe.
Author : Michael Schudson
Publisher : Routledge
Page : 308 pages
File Size : 11,35 MB
Release : 2013-06-26
Category : Business & Economics
ISBN : 113666825X
What does advertising do? Is it the faith of a secular society? If so, why does it inspire so little devotion? Advertising, the Uneasy Persuasion is a clear-eyed account of advertising as both business and social institution. Instead of fuelling the moral indignation surrounding the industry, or feeding fantasies of powerful manipulators, Michael Schudson presents a clear assessment of advertising in its wider sociological and historical framework, persuasively concluding that advertising is not nearly as important, effective, or scientifically founded as either its advocates or its critics imagine. ‘Dispassionate, open-minded and balanced ... he conveys better than any other recent author a sense of advertising as its practitioners understand it.’ Stephen Fox, New York Times Book Review First published in 1984.
