Kategoria BISAC: Business & Economics >> Advertising & Promotion

Written in an accessible and interesting style this book presents a clear and easy guide to the main approaches to advertising, and explores how advertising can be studied as a cultural industry.

Cody's...

Die Telekommunikations-, IT- und Medienindustrien mussen sich den Herausforderungen der Globalisierung, der Konvergenz und den neuen Wertschopfungsketten stellen. Der Schlussel dazu ist Innovation, Open Innovation" vielleicht das Zauberwort. Die Methode hat Einfluss auf Geschaftsmodelle, die Unternehmenskultur, auf die Kommunikation mit Nutzern und Lieferanten sowie die Gestaltung von Wertschopfungsketten. Die Buchbeitrage gehen der Bedeutung von Innovation fur den kommerziellen Erfolg von Erfindungen nach."

Though many still think that we live in an information economy, Ernest Sternberg asserts that the driving force in 21st-century capitalism is not information, but image. Through studies of food processing, real estate development, tourism, movies, and labor performances, he examines how businesses endow products with evocative meaning.

It has become common wisdom that we live in a postindustrial information society in which data and calculation underlie wealth. But now that information is as routinely produced as industrial or agricultural goods, businesses are discovering that they...

This book provides a mirror to our past--a past that has been ignored or overshadowed for too long. " From the foreword by Alex Haley "

Kern-Foxworth chronicles the stereotypical portrayals of Blacks in advertising from the turn of the century to the present. Beginning with slave advertisements, she discusses how slavery led naturally to the stereotypes found in early advertisements. From the end of the slave era to the culmination of the Civil Rights movement, advertising portrayed Blacks as Aunt Jemimas, Uncle Bens, and Rastuses, and the author explores the psychological impact of...

Analyzing the Gross National Product (GNP) and other national economic statistics is one way to look at the financial well being of a country. Another more revealing and more interesting way is to analyze the variety and amount of goods and services consumed by citizens, businesses, and the various levels of government. The "Handbook" presents a systematic and statistical portrait of consumption and wealth, allowing readers to better understand America's economic, political, and cultural landscape. This handbook focuses on the latest statistical information available on U.S. spending...

Strategy and Management of Industrial Brands is the first book devoted to business-to-business products and services.

Looking at numerous companies, this book defines two brand objectives that are specific to the industrial and service sectors and which must be added to the traditional functions of branding: the minimization of risk as perceived by buyers, and the facilitation of the customer company's performance by the supplier brand.

Different ways of classifying brands are suggested, providing a better understanding of brand strategies adopted by...

Until now, most works on the history of African Americans in advertising have focused on the depiction of blacks in advertisements. As the first comprehensive examination of African American participation in the industry, "Madison Avenue and the Color Line" breaks new ground by examining the history of black advertising employees and agency owners.

For much of the twentieth century, even as advertisers chased African American consumer dollars, the doors to most advertising agencies were firmly closed to African American professionals. Over time, black participation in the industry...

Every day we face the challenge of persuading others to do what we want. But what makes people say yes to our requests? Persuasion is not only an art, it is also a science, and researchers who study it have uncovered a series of hidden rules for moving people in your direction. Based on more than sixty years of research into the psychology of persuasion,...