Kategoria BISAC: Business & Economics >> Advertising & Promotion

• Series was previously exclusive to WH Smiths - very successful selling x copies - now available throughout trade and direct channels.
• Practical and fun to use - simple and unique format.
• Great advice mixed with a dash of...

Through its artful engagement with consumers, advertising subtly shapes our everyday worlds. It plays upon powerful emotions - envy, fear, lust and ambition. But the industry itself is far more subtle and complex than many people might assume. Through an innovative mix of business strategy and cultural theory, this pioneering book provides a behind-the-scenes analysis of the link between advertising and larger cultural forces, as well as a rare look into the workings of agencies themselves.

How do advertisements endeavour to capture 'real' life? How do advertising agencies think of...

"New Lad culture" boomed in the 1990s with the publication of men's magazines such as loaded, FHM and Maxim. What were the commercial roots of this boom and what did it say about contemporary masculinity and the dynamics of cultural production?

Applying a cultural-economic approach and drawing on interviews with key figures at the sector's leading products, Crewe unwraps the means through which publishing companies comprehended and addressed the men's magazine audience in the 1990s. He argues that it was informal knowledge about cultures of masculinity held by editorial practitioners...

This book provides answers to the following questions:

What are the characteristics of the children market in China and what are the ways to reach Chinese children?

How do Chinese children's understanding of...

Fully updated and revised to include the latest case studies and examples from a broad range of industry sectors, this second edition of Strategic Marketing: An Introduction is a concise, thorough and enlightening textbook that demonstrates how organizations can cope with a myriad of demands by better understanding themselves, their products or services, and the world around them.

From assessing internal relationships to planning and implementing marketing strategies, and featuring analysis of relationship marketing and strategic alliances, Proctor uses...

"In most businesses, 80% of the revenue comes from 20% of the customers. Management of these key accounts demands discipline, direction, and purpose. Account managers and salespeople must be able to identify and capture key opportunities and use a systematic approach to growing the accounts. Here's where they'll find the powerful tools, processes, and techniques to succeed.

Selling to Major Accounts is full of practical, proven approaches to account management. Loaded with examples, tables, charts, checklists, and real-life case studies from the author's vast consulting experience, it...

A new edition of the definitive handbook on word-of-mouth marketing, completely revised and updated for today s online world
With two-thirds new material and scores of current examples from today s most successful companies, The Anatomy of Buzz Revisited takes readers inside the world of word-of-mouth marketing and explains how and why it works.
Based on over one hundred new interviews with thought leaders, marketing executives, researchers, and consumers, The Anatomy of Buzz Revisited shows how to:
* Generate genuine buzz both online and off.
*...