Author : Mark Steven Bosko
Publisher :
Page : 404 pages
File Size : 40,43 MB
Release : 2003
Category : Business & Economics
ISBN : 9780941188760
This book gives street-level instruction and real-world examples on how to promote, distribute, and sell a production.
Author : William Lazer
Publisher : Lexington Books
Page : 342 pages
File Size : 39,17 MB
Release : 1994
Category : Business & Economics
ISBN : 9780029181751
A reference guide for business persons and academics, this handbook provides information about rapidly changing demographic, buying and living patterns of consumers. It supplies information on population dynamics, trends, and explains business implications to marketers and advertisers.
Author : Sean Brierley
Publisher : Routledge
Page : 288 pages
File Size : 41,9 MB
Release : 2005-08-04
Category : Business & Economics
ISBN : 113484283X
The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structures of the profession and examines the roles of all those involved in advertising including businesses, agencies, consultancies and media owners. The Advertising Handbook traces the development of advertising and examines the changes that have take taken place from its formative years through to today's period of rapid change: the impact of new media, the rise of the ad agency, industry mergers, the Internet and digital technologies, and the influence of the regulatory environment. The Advertising Handbook offers a theoretical understanding of the industry and it challenges many assumptions about advertising's power and authority. Thoroughly revised and updated, it examines why companies and organisations advertise, how they research markets, where and when they advertise, the principles and techniques of persuasion and how companies measure performance. The Advertising Handbook includes: Illustrations from a range of high-profile campaigns including Budweiser, Barnardo's, Benetton and Club 18-30 New and detailed 'workshop' exercises accompanying each chapter Case studies and profiles of ad agencies and key media players A revised and up-to-date glossary of key terms A guide to useful web and online resources
Author : Venkatesh Shankar
Publisher : Edward Elgar Publishing
Page : 529 pages
File Size : 16,34 MB
Release : 2012
Category : Business & Economics
ISBN : 1781005222
This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.
Author : Jay Conrad Levinson
Publisher : Houghton Mifflin Harcourt
Page : 404 pages
File Size : 30,95 MB
Release : 1994
Category : Business & Economics
ISBN : 9780395700136
Marketing strategy for maximum return, for large & small businesses.
Author : Pete Barry
Publisher :
Page : 296 pages
File Size : 11,64 MB
Release : 2012
Category : Advertising
ISBN : 9780500516232
Now thoroughly revised and updated, this systematically presented coursebook tells you everything you need to know about advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. Exercises throughout help the reader judge their own work and that of others. By getting to the heart of the creative process in a way that other guides dont, the book can help anyone produce better advertising. This new edition features a thoroughly revised and updated chapter on interactive advertising, with new exercises and some thirty new illustrations. 'Invaluable' Creative Review 'Enormously encouraging, practical and entertaining. If this book could stand in front of a class (of creative students) and talk, I'd be out of a job.' Tony Cullingham, Course Director, The Watford Creative Advertising Course, West Herts College
Author : Pamela Walker Laird
Publisher : JHU Press
Page : 520 pages
File Size : 38,20 MB
Release : 2001-02-21
Category : Business & Economics
ISBN : 9780801866456
Contains primary source material.
Author : Kim Dushinski
Publisher : Information Today
Page : 0 pages
File Size : 23,52 MB
Release : 2012
Category : Business & Economics
ISBN : 9780910965903
"Focusing on the continuing integration of mobile marketing into the daily lives of consumers-locally, nationally, and globally-this updated second edition reflects the most current trends in mobile marketing and offers step-by-step guidelines to creating and maintaining successful moblie-marketing campaigns. Based on 20 years of experience in the field, this reference shows how this cost-effective strategy can be used successfully by businesses of any size and includes detailed information on legal implications and tracking, avoiding common mistakes, and the most current online resources for mobile marketers. The easy-to-follow tips on building stronger consumer relationships through apps and social networking will help any company put their message in the palms of customers' hands"--Provided by publisher.
Author : David Ogilvy
Publisher : Vintage
Page : 613 pages
File Size : 10,25 MB
Release : 2013-09-11
Category : Social Science
ISBN : 0804170053
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.
Author :
Publisher : Elsevier
Page : 634 pages
File Size : 28,69 MB
Release : 2019-09-19
Category : Business & Economics
ISBN : 0444637656
Handbook of the Economics of Marketing, Volume One: Marketing and Economics mixes empirical work in industrial organization with quantitative marketing tools, presenting tactics that help researchers tackle problems with a balance of intuition and skepticism. It offers critical perspectives on theoretical work within economics, delivering a comprehensive, critical, up-to-date, and accessible review of the field that has always been missing. This literature summary of research at the intersection of economics and marketing is written by, and for, economists, and the book's authors share a belief in analytical and integrated approaches to marketing, emphasizing data-driven, result-oriented, pragmatic strategies. - Helps academic and non-academic economists understand recent, rapid changes in the economics of marketing - Designed for economists already convinced of the benefits of applying economics tools to marketing - Written for those who wish to become quickly acquainted with the integration of marketing and economics
