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Kategorie szczegółowe BISAC

Kategoria BISAC: Business & Economics >> Advertising & Promotion

ilość książek w kategorii: 3591

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 The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Margaret Mark Carol S. Pearson Carol S. Pearson 9780071364157
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

ISBN: 9780071364157 / Angielski / Twarda / 400 str.

ISBN: 9780071364157/Angielski/Twarda/400 str.

Termin realizacji zamówienia: ok. 16-18 dni roboczych.
Margaret Mark; Carol S. Pearson; Carol S. Pearson
A brand's meaning--how it resonates in the public heart and mind--is a company's most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to...
A brand's meaning--how it resonates in the public heart and mind--is a company's most valuable competitive advantage. Yet, few companies really know h...

    
cena: 135,64 zł

 The One-Day Marketing Plan Roman G. Hiebing Scott W. Cooper 9780071395229
The One-Day Marketing Plan

ISBN: 9780071395229 / Angielski / Miękka / 344 str.

ISBN: 9780071395229/Angielski/Miękka/344 str.

Termin realizacji zamówienia: ok. 16-18 dni roboczych.
Roman G. Hiebing; Scott W. Cooper

The One-Day Marketing Plan shows entrepreneurs and business owners how to quickly design a marketing plan for any business. Hiebing and Cooper's streamlined, 10-step process guides readers through the development and execution of effective marketing plans, and provides the tools to accurately evaluate bottom-line results. Packed with helpful checklists and templates, this practical, comprehensive third edition includes up-to-the-minute information on brand positioning and Internet marketing tactics.


The One-Day Marketing Plan shows entrepreneurs and business owners how to quickly design a marketing plan for any business. Hiebing and Coop...


    
cena: 115,85 zł

 And Now a Few Words from Me Bob Garfield 9780071403160
And Now a Few Words from Me

ISBN: 9780071403160 / Angielski / Miękka / 256 str.

ISBN: 9780071403160/Angielski/Miękka/256 str.

Termin realizacji zamówienia: ok. 16-18 dni roboczych.
Bob Garfield

"If you crave insight into the wacky, zany, madcap--albeit very serious--business of advertising, this is a great place to begin."--Miami Herald

A witty and frank look at the ad biz from one of its most respected voices

Advertising has become an endless stream of cliches, cheesy productions, miscast celebrities, and gratuitous sex--and take-no-prisoners Advertising Age columnist Bob Garfield has had enough.

In the often hilarious, always dead-on And Now a Few Words from Me, Garfield looks at the best and the worst in today's advertising as...

"If you crave insight into the wacky, zany, madcap--albeit very serious--business of advertising, this is a great place to begin."--Miami Herald...


    
cena: 135,64 zł

 A Technique for Producing Ideas James Webb Young William Bernbach William Bernbach 9780071410946
A Technique for Producing Ideas

ISBN: 9780071410946 / Angielski / Miękka / 64 str.

ISBN: 9780071410946/Angielski/Miękka/64 str.

Termin realizacji zamówienia: ok. 16-18 dni roboczych.
James Webb Young; William Bernbach; William Bernbach

A step-by-step technique for sparking breakthrough creativity in advertising--or any field

Since its publication in 1965, A Technique for Producing Ideas has helped thousands of advertising copywriters smash through internal barriers to unleash their creativity. Professionals from poets and painters to scientists and engineers have also used the techniques in this concise, powerful book to generate exciting ideas on demand, at any time, on any subject. Now let James Webb Young's unique insights help you look inside yourself to find that big, elusive idea--and...

A step-by-step technique for sparking breakthrough creativity in advertising--or any field

Since its publication in 1965, A...


    
cena: 39,86 zł

 Secrets of Top-Performing Salespeople Seleste E. Lunsford Mark D. Marone Edward R. De 9780071423014
Secrets of Top-Performing Salespeople

ISBN: 9780071423014 / Angielski / Miękka / 172 str.

ISBN: 9780071423014/Angielski/Miękka/172 str.

Termin realizacji zamówienia: ok. 16-18 dni roboczych.
Seleste E. Lunsford; Mark D. Marone; Edward R. Del Gaizo

How today's top sales pros consistently connect with--and close--their best, most lucrative customers

Sales pros often focus too much on operational details and forget that the secret to selling is developing strong customer relationships. Secrets of Top-Performing Salespeople reiterates that the customer is key and provides customer-based lessons and techniques based on up-todate studies and examples from hundreds of exceptional salespeople.

This dynamic book reveals how average salespeople become exceptional by being responsive to and focused on the customer,...

How today's top sales pros consistently connect with--and close--their best, most lucrative customers

Sales pros often focus too much...


    
cena: 76,26 zł

 Sun Tzu Strategies for Selling: How to Use The Art of War to Build Lifelong Customer Relationships Gerald A. Michaelson Steven W. Michaelson Stephen W. Michaelson 9780071427302
Sun Tzu Strategies for Selling: How to Use The Art of War to Build Lifelong Customer Relationships

ISBN: 9780071427302 / Angielski / Miękka / 230 str.

ISBN: 9780071427302/Angielski/Miękka/230 str.

Termin realizacji zamówienia: ok. 16-18 dni roboczych.
Gerald A. Michaelson; Steven W. Michaelson; Stephen W. Michaelson

Winning sales tactics from the greatest strategist of all time

Through his bestselling books and popular seminars, Gerald Michaelson has established himself as the world's leading interpreter of Sun Tzu's timeless strategies for the modern business audience. In Sun Tzu Strategies for Selling, the author of the bestselling Sun Tzu: The Art of War for Managers interprets the theorist's classic battle strategies specifically to help salespeople win on the increasingly competitive sales battlefield.

Packed with brilliant insights that will help anyone who...

Winning sales tactics from the greatest strategist of all time

Through his bestselling books and popular seminars, Gerald Michaelson ...


    
cena: 76,26 zł

 And Now a Few Words from Me: Advertising's Leading Critic Lays Down the Law, Once and for All Bob Garfield 9780071441223
And Now a Few Words from Me: Advertising's Leading Critic Lays Down the Law, Once and for All

ISBN: 9780071441223 / Angielski / Miękka / 204 str.

ISBN: 9780071441223/Angielski/Miękka/204 str.

Termin realizacji zamówienia: ok. 22 dni roboczych.
Bob Garfield

"A brazenly funny . . . and hard-hitting book."
--Publishers Weekly

"He Bob Garfield] is irreverent, funny and tough."
--USA Today

"If you crave insight into the wacky, zany, madcap--albeit very serious--business of advertising, this is a great place to begin."
--Miami Herald

And Now a Few Words from Me is Bob Garfield's call to arms. Sparing no sacred cows, the respected Advertising Age columnist rails against the mind-set that has reduced much of today's advertising to sophomoric silliness that doesn't bother to sell...

"A brazenly funny . . . and hard-hitting book."
--Publishers Weekly

"He Bob Garfield] is irreverent, funny and tough."
--U...


    
cena: 80,22 zł

 Words that Sell, Revised and Expanded Edition Richard Bayan 9780071467858
Words that Sell, Revised and Expanded Edition

ISBN: 9780071467858 / Angielski / Miękka / 134 str.

ISBN: 9780071467858/Angielski/Miękka/134 str.

Termin realizacji zamówienia: ok. 16-18 dni roboczych.
Richard Bayan

More than 6,000 words and phrases that make the difference between "yadda-yadda-yadda" and copy that sells

Looking for a better way to say "authentic?" Words That Sell gives you 57 alternatives. How about "appealing?" Take your pick from 76 synonyms. You'll even find more than 100 variations on "exciting." Fully updated and expanded, this edition of the copywriting classic is packed with inspiration-on-demand for busy professionals who need to win customers--by mail, online, or in person.

  • More than 75 lists of powerful and persuasive words and phrases,...

More than 6,000 words and phrases that make the difference between "yadda-yadda-yadda" and copy that sells

Looking for a better way t...


    
cena: 72,30 zł

 Dirty Politics : Deception, Distraction, and Democracy Kathleen Hall Jamieson 9780195085532
Dirty Politics : Deception, Distraction, and Democracy

ISBN: 9780195085532 / Angielski / Miękka / 352 str.

ISBN: 9780195085532/Angielski/Miękka/352 str.

Termin realizacji zamówienia: ok. 22 dni roboczych.
Kathleen Hall Jamieson
Americans in recent years have become thoroughly disenchanted with our political campaigns, especially with campaign advertising and speeches. Each year, as November approaches, we are bombarded with visceral appeals that bypass substance, that drape candidates in the American flag but tell us nothing about what they'll do if elected, that flood us with images of PT-109 or Willie Horton, while significant issues--such as Kennedy's Addison's Disease or the looming S&L catastrophe--are left unexamined. And the press--the supposed safeguard of democracy--focuses on campaign strategy over...
Americans in recent years have become thoroughly disenchanted with our political campaigns, especially with campaign advertising and speeches. Each ye...

    
cena: 173,55 zł

 Consuming Angels : Advertising and Victorian Women Lori Anne Loeb 9780195085969
Consuming Angels : Advertising and Victorian Women

ISBN: 9780195085969 / Angielski / Twarda / 240 str.

ISBN: 9780195085969/Angielski/Twarda/240 str.

Termin realizacji zamówienia: ok. 22 dni roboczych.
Lori Anne Loeb
Timid and retiring, the Victorian housewife was an "angel in the house," or so says the stereotype. But when this angel picked up a popular magazine--The Lady, for instance--she saw in its advertisements images of Grecian goddesses, women warriors, queens, actresses, adventurers. These arrestingly sexual and surprisingly powerful images are the subject of Consuming Angels, a major examination of how Victorian ads shaped social values. Stylishly written and featuring 73 reproductions, this book shows how ads used the hedonistic aspects of Victorian culture to sell their...
Timid and retiring, the Victorian housewife was an "angel in the house," or so says the stereotype. But when this angel picked up a popular magazine--...

    
cena: 810,93 zł

 Critical Studies in Media Commercialism Robin Andersen Lance Strate 9780198742777
Critical Studies in Media Commercialism

ISBN: 9780198742777 / Angielski / Miękka / 352 str.

ISBN: 9780198742777/Angielski/Miękka/352 str.

Termin realizacji zamówienia: ok. 16-18 dni roboczych.
Robin Andersen; Lance Strate
This book brings together an impressive collection of essays that explore the growing complexity, range, and reach of media commercialism in today's world. From the corporate conglomeration of today's media giants to the effects of advertising on politics, society, and the individual, this collection provides a comprehensive and insightful critique of both the impact and the limits of media commercialism.

This book brings together an impressive collection of essays that explore the growing complexity, range, and reach of media commercialism in today's w...

    
cena: 422,99 zł

 Creating Corporate Reputations : Identity, Image, and Performance Grahame Dowling 9780199252206
Creating Corporate Reputations : Identity, Image, and Performance

ISBN: 9780199252206 / Angielski / Miękka / 320 str.

ISBN: 9780199252206/Angielski/Miękka/320 str.

Termin realizacji zamówienia: ok. 22 dni roboczych.
Grahame Dowling
Recent research suggests that corporate reputations are a valuable strategic asset for every company. This book outlines how high-status companies become corporate super brands and it presents managers with a framework to proactively enhance their corporation's desired reputation. Drawing on more than fifteen years of research, executive seminars, and consulting experience, Dowling emphasizes the roles that customer value and organizational culture play in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity...
Recent research suggests that corporate reputations are a valuable strategic asset for every company. This book outlines how high-status companies bec...

    
cena: 395,28 zł

 Video Game Marketing: A Student Textbook Peter Zackariasson 9781138812277
Video Game Marketing: A Student Textbook

ISBN: 9781138812277 / Angielski / Miękka / 156 str.

ISBN: 9781138812277/Angielski/Miękka/156 str.

Termin realizacji zamówienia: ok. 22-25 dni roboczych.
Peter Zackariasson

The video game industry has been one of the fastest-growing cultural phenomena of our times with market conditions that demand a specific skill set from its marketers. To a new generation of "indie gamers," being a game developer isn't just about design and production, a successful video game demands entrepreneurial skills and astute business acumen. The creators need to know what their customers want, how to reach those customers and how to sell to them.

 

Video Game Marketing: A student textbook is for development students or aspiring developers who...

The video game industry has been one of the fastest-growing cultural phenomena of our times with market conditions that demand a specific skill set...


    
cena: 226,59 zł

 Film Marketing Finola Kerrigan 9781138013360
Film Marketing

ISBN: 9781138013360 / Angielski / Miękka / 188 str.

ISBN: 9781138013360/Angielski/Miękka/188 str.

Termin realizacji zamówienia: ok. 22-25 dni roboczych.
Finola Kerrigan

The role of the film marketer is both vital and challenging. Promotion is one of the industry s biggest costs, with the campaign of a large film costing up to half its production budget. Box office results, however, are wildly unpredictable: relatively few films a year make a profit. These market conditions make this a unique industry and film marketing a specific and demanding skill set that requires attention early in the career of any marketing student looking to forge a career in this sector.

This new edition of Film Marketing is a thorough update of the first textbook...

The role of the film marketer is both vital and challenging. Promotion is one of the industry s biggest costs, with the campaign of a large film co...


    
cena: 231,72 zł

 Film Marketing Finola Kerrigan 9781138013353
Film Marketing

ISBN: 9781138013353 / Angielski / Twarda / 188 str.

ISBN: 9781138013353/Angielski/Twarda/188 str.

Termin realizacji zamówienia: ok. 22-25 dni roboczych.
Finola Kerrigan

The role of the film marketer is both vital and challenging. Promotion is one of the industry s biggest costs, with the campaign of a large film costing up to half its production budget. Box office results, however, are wildly unpredictable: relatively few films a year make a profit. These market conditions make this a unique industry and film marketing a specific and demanding skill set that requires attention early in the career of any marketing student looking to forge a career in this sector.

This new edition of Film Marketing is a thorough update of the first textbook...

The role of the film marketer is both vital and challenging. Promotion is one of the industry s biggest costs, with the campaign of a large film co...


    
cena: 770,12 zł

 Breaking Up America : Advertisers and the New Media World Joseph Turow 9780226817507
Breaking Up America : Advertisers and the New Media World

ISBN: 9780226817507 / Angielski / Miękka / 242 str.

ISBN: 9780226817507/Angielski/Miękka/242 str.

Termin realizacji zamówienia: ok. 22-25 dni roboczych.
Joseph Turow
Combining shrewd analysis of contemporary practices with a historical perspective, "Breaking Up America" traces the momentous shift that began in the mid-1970s when advertisers rejected mass marketing in favor of more aggressive target marketing. Turow shows how advertisers exploit differences between consumers based on income, age, gender, race, marital status, ethnicity, and lifesyles.
"An important book for anyone wanting insight into the advertising and media worlds of today. In plain English, Joe Turow explains not only why our television set is on, but what we are watching. The...
Combining shrewd analysis of contemporary practices with a historical perspective, "Breaking Up America" traces the momentous shift that began in the ...

    
cena: 115,20 zł

 Audience Economics : Media Institutions and the Audience Marketplace Philip M. Napoli Napoli 9780231126526
Audience Economics : Media Institutions and the Audience Marketplace

ISBN: 9780231126526 / Angielski / Twarda / 256 str.

ISBN: 9780231126526/Angielski/Twarda/256 str.

Termin realizacji zamówienia: ok. 16-18 dni roboczych.
Philip M. Napoli;Napoli
Focusing on the electronic media--television, radio, and the Internet--Audience Economics bridges a substantial gap in the literature by providing an integrated framework for understanding the various businesses involved in generating and selling audiences to advertisers. Philip M. Napoli presents original research in order to answer several key questions:

- How are audiences manufactured, valued, and sold?

- How do advertisers and media firms predict the behavior of audiences?

- How has the process of measuring audiences evolved over time?

- How and why do advertisers...

Focusing on the electronic media--television, radio, and the Internet--Audience Economics bridges a substantial gap in the literature by provid...

    
cena: 672,38 zł

 Audience Economics : Media Institutions and the Audience Marketplace Philip M. Napoli Napoli 9780231126533
Audience Economics : Media Institutions and the Audience Marketplace

ISBN: 9780231126533 / Angielski / Miękka / 256 str.

ISBN: 9780231126533/Angielski/Miękka/256 str.

Termin realizacji zamówienia: ok. 25-30 dni roboczych.
Philip M. Napoli;Napoli
Focusing on the electronic media--television, radio, and the Internet--Audience Economics bridges a substantial gap in the literature by providing an integrated framework for understanding the various businesses involved in generating and selling audiences to advertisers. Philip M. Napoli presents original research in order to answer several key questions:

- How are audiences manufactured, valued, and sold?

- How do advertisers and media firms predict the behavior of audiences?

- How has the process of measuring audiences evolved over time?

- How and why do advertisers...

Focusing on the electronic media--television, radio, and the Internet--Audience Economics bridges a substantial gap in the literature by provid...

    
cena: 162,96 zł

 Media Promotion & Marketing for Broadcasting, Cable & the Internet Susan Tyler Eastman Douglas A. Ferguson Robert A. Klein 9780240807621
Media Promotion & Marketing for Broadcasting, Cable & the Internet

ISBN: 9780240807621 / Angielski / Miękka / 335 str.

ISBN: 9780240807621/Angielski/Miękka/335 str.

Termin realizacji zamówienia: ok. 22-25 dni roboczych.
Susan Tyler Eastman; Douglas A. Ferguson; Robert A. Klein
This fifth edition of the successful Promotion and Marketing for Broadcasting, Cable, and the Web, 4ed takes an important, timely look at the newest media venue, the Internet. Under its new title, Media Promotion and Marketing for Broadcast, Cable and the Internet, 5ed it takes a fresh look at the industry and the latest strategies for media promotion and marketing. The book explores the scope and goals of media production from the perspectives of network and local television, cable, Internet and radio, including public broadcasting. The topics include: goals of promotion; research in...
This fifth edition of the successful Promotion and Marketing for Broadcasting, Cable, and the Web, 4ed takes an important, timely look at the newest m...

    
cena: 221,47 zł

 Advertising on Trial: Consumer Activism and Corporate Public Relations in the 1930s Inger L. Stole 9780252030598
Advertising on Trial: Consumer Activism and Corporate Public Relations in the 1930s

ISBN: 9780252030598 / Angielski / Twarda / 290 str.

ISBN: 9780252030598/Angielski/Twarda/290 str.

Termin realizacji zamówienia: ok. 25-30 dni roboczych.
Inger L. Stole
It hasn't occurred to even the harshest critics of advertising since the 1930s to regulate advertising as extensively as its earliest opponents almost succeeded in doing. Met with fierce political opposition from organized consumer movements when it emerged, modern advertising was viewed as propaganda that undermined the ability of consumers to live in a healthy civic environment. In
It hasn't occurred to even the harshest critics of advertising since the 1930s to regulate advertising as extensively as its earliest opponents almost...

    
cena: 233,12 zł

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