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The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency

Author : Kotaro Sugiyama

Publisher : McGraw Hill Professional

Page : 335 pages

File Size : 21,41 MB

Release : 2010-12-10

Category : Business & Economics

ISBN : 0071752781

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Book Description

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.



Brand Relevance

Author : David A. Aaker

Publisher : John Wiley & Sons

Page : 400 pages

File Size : 47,98 MB

Release : 2011-01-25

Category : Business & Economics

ISBN : 0470613580

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Book Description

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.



Beyond Traditional Marketing

Author : Kamran Kashani

Publisher : John Wiley & Sons

Page : 324 pages

File Size : 37,46 MB

Release : 2005-09-27

Category : Business & Economics

ISBN : 0470015446

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Book Description

This book aims to be what every marketing manager needs to know about marketing in today?s competitive markets. The idea was born out of repeated comments from IMD clients that there were gaps in the ?classic? literature where innovations in practice had moved ahead of the discipline at an academic level. Each chapter takes a subject that can be defined as being new or relatively new (for instance value chain marketing, marketing through collaboration with customers, and two-way brand building) and illustrates how new thinking has led to innovations in practice. The book is full of examples of real-world companies who have dealt effectively with the emerging issues, and others who have not. Each chapter ends with managerial highlights and actionable summaries.



Embracing the Future: Creative Industries for Environment and Advanced Society 5.0 in a Post-Pandemic Era

Author : Rahmiati Aulia

Publisher : Taylor & Francis

Page : 432 pages

File Size : 11,14 MB

Release : 2022-09-19

Category : Technology & Engineering

ISBN : 1000685276

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Book Description

By delivering the mindful writings from our selected authors, this book portrays one big idea: a new Human-Centered society that balances economics to resolve problems, especially in the use of an integrated area in cyberspace, physical space, and how it impacts the creative industries. Through The 8th Bandung Creative Movement, scholars from 15 Universities around the Asian and European countries have discussed this issue where Human-Centered society became the main consideration in the development. Three topics are presented to the readers. Firstly, "Sustainable Cities and Communities" explores the sub-fields that construct a more sustainable environment for society post-pandemic era, such as technologies, transportation, interior design, architecture, urban planning, etc. While "Art and Design: Recontextualization of Nusantara Tradition and Indigenous Culture" concerned the novel perspectives on recognizing cultural aspects that shape the face of creative industry, from cultural identity, visual and performing arts, pop culture to language and media. The last topic, "Changes and Dynamics in The Creative Industries," reviews the creative approach toward the industry's current trends, including marketplace, destination branding, or digital culture ecosystem. This book will enrich the mind of everybody who is an enthusiast of innovative research on creative industries, human-centered technologies, environmental design, and excellent society 5.0 post-pandemic era.



Adland

Author : Mark Tungate

Publisher : Kogan Page Publishers

Page : 316 pages

File Size : 34,67 MB

Release : 2007

Category : Business & Economics

ISBN : 9780749448370

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Book Description

Adland is a ground-breaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media - podcasting, text messaging and interactive campaigns. Adland focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as Phil Dusenberry and George Lois. Exploring the roots of the advertising industry in New York and London, and going on to cover the emerging markets of Eastern Europe, Asia and Latin America, Adland offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future.



Built to Sell

Author : John Warrillow

Publisher : Penguin

Page : 177 pages

File Size : 42,30 MB

Release : 2012-12-24

Category : Business & Economics

ISBN : 1591845823

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Book Description

Run your company. Don’t let it run you. Most business owners started their company because they wanted more freedom—to work on their own schedules, make the kind of money they deserve, and eventually retire on the fruits of their labor. Unfortunately, according to John Warrillow, most owners find that stepping out of the picture is extremely difficult because their business relies too heavily on their personal involvement. Without them, their company—no matter how big or profitable—is essentially worthless. But the good news is that entrepreneurs can take specific steps—no matter what stage a business is in—to create a valuable, sellable company. Warrillow shows exactly what it takes to create a solid business that can thrive long into the future.



Advertising Media Planning

Author : Larry D. Kelley

Publisher : Routledge

Page : 0 pages

File Size : 47,88 MB

Release : 2012

Category : Advertising media planning

ISBN : 9780765626356

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Book Description

Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.



Market-led Strategic Change

Author : Nigel Piercy

Publisher : Routledge

Page : 780 pages

File Size : 25,61 MB

Release : 2002

Category : Business & Economics

ISBN : 075065225X

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Book Description

The third edition of Market-Led Strategic Change builds on the massive success of the previous two editions, popular with lecturers and students alike, presenting an innovative approach to solving an old problem: making marketing happen! In his witty and direct style, Nigel Piercy has radically updated this seminal text, popular with managers, students, and lecturers alike, to take into account the most recent developments in the field. With a central focus on customer value and creative strategic thinking, he fully evaluates the impact of electronic business on marketing and sales strategy, and stresses the goal of totally integrated marketing to deliver superior customer value. "Reality Checks" throughout the text challenge the reader to be realistic and pragmatic. The book confronts the critical issues now faced in strategic marketing: · escalating customer demands driving the imperative for superior value · totally integrated marketing to deliver customer value · the profound impact of electronic business on customer relationships · managing processes like planning and budgeting to achieve effective implementation At once pragmatic, cutting-edge and thought-provoking, Market-Led Strategic Change is essential reading for all managers, students and lecturers seeking a definitive guide to the demands and challenges of strategic marketing in the 21st century. Hugely successful previous editions Thoroughly updated with and new cases 'Reality Checks' in each chapter to encourage pragmatic mindset



Advertising and Promotion

Author : Chris Hackley

Publisher : SAGE

Page : 330 pages

File Size : 48,68 MB

Release : 2021-01-27

Category : Business & Economics

ISBN : 1529756146

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Book Description

Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives. Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include: Two brand new chapters on Social Media Advertising and Digital Advertising Commentary on how the COVID-19 pandemic has and will impact advertising The evolving role of advertising agencies in the post digital era Emerging forms of advertising and promotion, including the role of influencers



Idols and Celebrity in Japanese Media Culture

Author : P. W. Galbraith

Publisher : Springer

Page : 317 pages

File Size : 15,30 MB

Release : 2012-08-30

Category : Social Science

ISBN : 1137283785

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Book Description

This is the most complete and compelling account of idols and celebrity in Japanese media culture to date. Engaging with the study of media, gender and celebrity, and sensitive to history and the contemporary scene, these interdisciplinary essays cover male and female idols, production and consumption, industrial structures and fan movements.