Kategoria BISAC: Business & Economics >> Advertising & Promotion

Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and behaviour. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in theory and practice. This book will be an important contribution that will provide useful reading for marketing scholars and consumer psychologists across the world.

Branding Masculinity examines two ideologies of masculinity - one typifying rural agricultural areas and the other found in urban, business settings. Comparisons are made between these two current forms of masculinity and both similarities and differences are identified. Six product categories compose the Constellation of Masculinity for both groups. Hirschman selects a masculine prototype brand from each category and presents a detailed analysis of the images, language and marketing actions used to create the brand's masculinity over time. Using her method, marketers for other...

The TV Brand Builders is the account of how the biggest television networks, channels and programs are created as brands, with rare privileged access to the marketing strategies and creative thinking behind culturally-defining TV promos, digital and social media campaigns and design identities. Two leading practitioners interview 50 international industry experts to show how these favorite TV shows find an audience, and how the great TV brands are built. Examples drawn from major broadcasters such as Fox, AMC, and HBO, and popular shows including "American Horror Story," "Mad Men,"...

What makes things popular? If you said advertising, think again. People don't listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing...

Heather LeFevre set out on an expedition to apprentice herself with today's most brilliant marketing strategists, traveling from Beijing to Seattle. The twist? She lived with each of these mentors, in their homes, commuting to work with them each day, and uncovering their principles for building many of the world's most respected and profitable brands.

Brain Surfing is a book that combines marketing know-how with life philosophy. One minute you'll learn about smart brands on the other side of the world, the next you'll be inspired to take off on your own adventure. LeFevre...

The Business of Advertising outlines the practice of the advertising trades, some of the more important restrictions on advertising, and a few of the questions which arise in connexion with the business.

First published in 1905.

Advertising today is not only under sterner scrutiny by the various federal regulatory and judicial bodies but is also facing an ominous storm of public criticism because of certain abuses. One of the big questions troubling advertisers, agencies and media is whether advertising will be subject to increasingly stringent governmental controls or whether it will forestall such action by mature self-regulation. In Advertising at the Crossroads the author has attempted to face the issue squarely and realistically, and to point out several constructive measures that advertising must...

Implement a successful content strategy that optimizes the return-on-message performance of your digital signage program. Learn the message attributes for each of the three core network types (Point of Wait, Point of Sale, and Point of Transit), how to measure the program's effectiveness and strike a balance that uses messages effectively alongside the other advertising campaign elements.

Through the included interviews, gain access to the wisdom of more than 45 experts, each of whom has deployed and operated successful digital signage networks. The companion website,...

This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted - and debated - parts of marketing but are currently undergoing dramatic change.

A major contribution to marketing thought internationally, this seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. The book effects a dramatic shift in the fundamentals of marketing thought, with the author's refined model of thirty...

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.

All businesses want more sales. Your only complaint is the sheer number of ways you'll boost your sales right now is too much to implement in a single day, week, month, and perhaps year.

But that's okay, do not fret, because if all you did was "skim" this book's strategies for 5 minutes, you'd come away with at least a dozen ways to increase your sales and income "within the next 2 hours."...