Author : Nigel Linacre
Publisher : Routledge
Page : 198 pages
File Size : 30,5 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 : Floyd Y. Keeler
Publisher : Routledge
Page : 158 pages
File Size : 41,31 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 : Harden B. Leachman
Publisher : Routledge
Page : 256 pages
File Size : 33,47 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317659929
Few of us realize how many of our modern comforts we owe to advertising. This fascinating volume provides a history of early American advertising, in a pre-regulation age when all manner of schemes thrived in an advertising free-for-all. As well as examining advertising techniques at the turn of the twentieth century the book also discusses practices and conditions in the fields of advertising, newspaper and magazine publishing, manufacturing and merchandising.
Author : R. Bigelow Lockwood
Publisher : Routledge
Page : 348 pages
File Size : 50,43 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 : J. George Frederick
Publisher : Routledge
Page : 358 pages
File Size : 24,56 MB
Release : 2020-03-27
Category : Business & Economics
ISBN : 1000082954
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.
Author : John Winkler
Publisher : Routledge
Page : 229 pages
File Size : 30,28 MB
Release : 2014-10-17
Category : Business & Economics
ISBN : 1317646061
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 : Arnold K. Weinstein
Publisher : Routledge
Page : 219 pages
File Size : 27,63 MB
Release : 2014-09-19
Category : Business & Economics
ISBN : 1317638042
Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.
Author : Gordon Foxall
Publisher : Routledge
Page : 235 pages
File Size : 46,24 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317646991
This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of effective plans. The information requirements of marketing management are highlighted and the marketing information system concept is developed within the framework of managerial information systems. In the chapters which deal with the elements of the marketing ‘mix’, the interrelated nature of these variables is emphasized. The book illustrates how the successful marketing manager can master each ‘weapon’ in the marketing ‘armoury’ and how (s)he can integrate those weapons to achieve the right mix for each product. The accent on integrated marketing continues in the final section where differentiated marketing is presented as an integrative framework and where the systematic control of marketing operations is described. This book is for students who will one day be managers: its emphasis is therefore on what is possible in marketing management and the most effective means by which marketing objectives can be attained.
Author : Richard S. Tedlow
Publisher : Routledge
Page : 246 pages
File Size : 21,81 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317663004
This book provides new insights into the changes in interpretation of marketing and the evolution of marketing strategies during the twentieth century. The focus is on the development of mass marketing in the United States and the way in which more flexible and adaptable forms of marketing have increasingly been taking over. This highly international volume draws contributors from the USA, Europe and Japan, and from a variety of academic disciplines, including marketing, economics and business history. Chapters provide detailed analysis of the marketing of a range of products including cars, washing machines, food retailing, Scotch whisky, computers, financial services and wheat.
Author : Geoffrey Jones
Publisher : Routledge
Page : 208 pages
File Size : 19,74 MB
Release : 2014-09-19
Category : Business & Economics
ISBN : 131764381X
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.
