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How Advertising Works: The Role of Research
ISBN: 9780761912415 / Angielski / Miękka / 368 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This authoritative handbook of the research procedures which determine effective advertising brings together the theory and practice of advertising into a single 'knowledge bank'.
This authoritative handbook of the research procedures which determine effective advertising brings together the theory and practice of advertising in...
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cena:
651,40 |
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How to Use Advertising to Build Strong Brands
ISBN: 9780761912439 / Angielski / Miękka / 408 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Advertising's greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. An authoritative cast of chapter authors examines all aspects of brand management, brand equity, new and mature brands, and'brand magic.' The brand magic is also extended in unexpected new areas such as political marketing, green marketing and the arts.
Advertising's greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critic...
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cena:
558,34 |
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International Advertising: Realities and Myths
ISBN: 9780761912453 / Angielski / Miękka / 424 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. A handbook of the theory and practice of international advertising linked to overall trends in business globalization.
A handbook of the theory and practice of international advertising linked to overall trends in business globalization.
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cena:
558,34 |
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Advertising to Children: Concepts and Controversies
ISBN: 9780761912859 / Angielski / Miękka / 336 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Advertising to Children stimulates and informs the debate on the ethics and effectiveness of marketing to children. The research tackles a wide range of issues including smoking and alcohol consumption.'
Advertising to Children stimulates and informs the debate on the ethics and effectiveness of marketing to children. The research tackles a wide range ...
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cena:
411,41 |
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Uncover the Hidden Power of Television Programming: ... and Get the Most from Your Advertising Budget
ISBN: 9780761915829 / Angielski / Miękka / 244 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Demonstrating that television (and print) can be much more powerful advertising vehicles than has ever been supposed, the original research reported in this book finds that the more involved viewers are in a television programme, the greater the impact of the advertising carried by the programme. The book provides insight into how an advertiser can make the firm's advertising money work harder and smarter.
Demonstrating that television (and print) can be much more powerful advertising vehicles than has ever been supposed, the original research reported i...
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cena:
411,41 |
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The Ultimate Secrets of Advertising
ISBN: 9780761922445 / Angielski / Miękka / 256 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This dynamic book covers four primary questions: * does advertising work? * how does advertising work? * how much advertising works? * how can advertising be measured and made accountable? Based on state-of-the-art research, The Ultimate Secrets of Advertising is a thorough study of advertising accountability and the comparison of investment and return. John Philip Jones analyses and clarifies the latest research into terms that professionals and students can use. He provides answers to the principle questions facing advertising professionals today, setting out a methodology that covers the...
This dynamic book covers four primary questions: * does advertising work? * how does advertising work? * how much advertising works? * how can adverti...
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cena:
558,34 |
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Effective Advertising: Understanding When, How, and Why Advertising Works
ISBN: 9780761922520 / Angielski / Twarda / 216 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. We are supplying a paper edition but we want a case edition set up.
We are supplying a paper edition but we want a case edition set up.
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cena:
773,84 |
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Effective Advertising: Understanding When, How, and Why Advertising Works
ISBN: 9780761922537 / Angielski / Miękka / 216 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. 'Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book' - Alan G. Sawyer, University of Florida Understanding Effective Advertising: How, When, and Why Ads Work reviews and summarizes...
'Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure...
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cena:
558,34 |
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Optimal Database Marketing: Strategy, Development, and Data Mining
ISBN: 9780761923572 / Angielski / Twarda / 424 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Check out the supplemental website www.DrakeDirect.com/OptimalDM/ - Brian Kurtz, Executive Vice President, Boardroom Inc., 2000 DMA List Leader of the Year and DMA Circulation Hall of Fame Inductee "This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail and treatment of statistical tools and methods provides both... Check out the supplemental website www.DrakeDirect.com/OptimalDM/ |
cena:
940,36 |
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Fables, Fashions, and Facts about Advertising: A Study of 28 Enduring Myths
ISBN: 9780761927990 / Angielski / Miękka / 328 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Strongly disagreeing with Orwell's characterization of advertising as the noise of the ladle banging against the swill bucket to attract the pigs, Jones (communications, Syracuse U.) introduces the field of advertising by referring to theories he believes are incorrect at the head of each chapter
Strongly disagreeing with Orwell's characterization of advertising as the noise of the ladle banging against the swill bucket to attract the pigs, Jon...
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cena:
411,41 |
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Services Marketing and Management
ISBN: 9780761941583 / Angielski / Miękka / 216 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Services Marketing and Management provides an in-depth consideration of how services are conceptualized, designed and managed, creating the basis for a clear understanding of the multi-dimensional aspects of services.
Unlike many textbooks on services marketing this book puts services management and delivery in context. Firstly, it explores the effect of organizational structures, management styles, internal marketing and management competencies on service management decision making and implementation. Secondly, Services Marketing and Management considers... Services Marketing and Management provides an in-depth consideration of how services are conceptualized, designed and managed, creating the bas...
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cena:
293,86 |
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Advertising in Modern and Postmodern Times
ISBN: 9780761941903 / Angielski / Twarda / 232 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This richly illustrated, incisive text produces the most complete critical introduction to advertising culture. Filling a critical gap in the literature, Advertising in Modern and Postmodern Times examines the forms of consumer subjectivity resulting from of postmodern disruptions in time and space and the significance of advertising for the identity of contemporary consumers. Author Pamela Odih marshals an impressive range of historical examples and rich illustrations to explain the socio-cultural development of advertising throughout history.
This richly illustrated, incisive text produces the most complete critical introduction to advertising culture. Filling a critical gap in the literatu...
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cena:
881,59 |
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Advertising: A Cultural Economy
ISBN: 9780761942542 / Angielski / Twarda / 224 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Advertising is often used to illustrate popular and academic debates about cultural and economic life. This book reviews cultural and sociological approaches to advertising and, using historical evidence, demonstrates that a rethink of the analysis of advertising is long overdue.
Liz McFall surveys dominant and problematic tendencies within the current discourse. This book offers a thorough review of the literature and also introduces fresh empirical evidence. Advertising: A Cultural Economy uses a historical study of advertising to regain a sense of how... Advertising is often used to illustrate popular and academic debates about cultural and economic life. This book reviews cultural and sociological app...
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cena:
842,40 |
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Advertising: A Cultural Economy
ISBN: 9780761942559 / Angielski / Miękka / 224 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Advertising is often used to illustrate popular and academic debates about cultural and economic life. This book reviews cultural and sociological approaches to advertising and, using historical evidence, demonstrates that a rethink of the analysis of advertising is long overdue.
Liz McFall surveys dominant and problematic tendencies within the current discourse. This book offers a thorough review of the literature and also introduces fresh empirical evidence. Advertising: A Cultural Economy uses a historical study of advertising to regain a sense of how... Advertising is often used to illustrate popular and academic debates about cultural and economic life. This book reviews cultural and sociological app...
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cena:
269,38 |
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Advertising and Differentiated Products
ISBN: 9780762308231 / Angielski / Twarda / 308 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. The series to which this title belongs aims to provide a forum in which researchers disseminate frontier research in applied microeconomics. This volume contains 11 chapters, which cover theoretical and empirical contributions to a study of advertising and differentiated products. innovations in services, generic advertising, and brand loyalty and price competition. The seven empirical chapters examine both advertising and product differentiation, including generic advertising, advertising bans and the First Amendment, alcoholic beverage advertising, magazines advertising and news stand...
The series to which this title belongs aims to provide a forum in which researchers disseminate frontier research in applied microeconomics. This volu...
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cena:
530,96 |
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What's in a Name?: Advertising and the Concept of Brands
ISBN: 9780765609731 / Angielski / Twarda / 320 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands - the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns...
This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Adver...
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cena:
881,59 |
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What's in a Name?: Advertising and the Concept of Brands
ISBN: 9780765611123 / Angielski / Miękka / 334 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands - the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns...
This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Adver...
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cena:
244,84 |
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Advertising, Promotion, and New Media
ISBN: 9780765613158 / Angielski / Twarda / 392 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Today, new media enter our lives faster than ever before. This volume provides a complete, state-of-the-art overview of the newest media technologies and how they can be used in marketing communications - essential information for any organization that wants to maintain an effective advertising program, as well as for experts and students in the fields of advertising and mass communications. Advertising, Promotion, and New Media offers crucial insights on the use of cutting-edge techniques including 3-D advertising, mobile advertising, advergames, interactivity, and netvertising images, as...
Today, new media enter our lives faster than ever before. This volume provides a complete, state-of-the-art overview of the newest media technologies ...
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cena:
906,08 |
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Leadership: Succeeding in the Private, Public, and Not-For-Profit Sectors
ISBN: 9780765614292 / Angielski / Twarda / 445 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. The contributors to this wide-ranging volume seek to define exactly what leadership is or should be, and how to effectively develop it. Guided by an unusual framework that looks at leadership across different sectors and functions, they examine what they view as the major leadership challenges in highly visible for-profit, not-for-profit, and government organizations throughout the world. Their insights will prove equally useful as a general survey of leadership problems for executive policy makers, and for undergraduate and graduate students in the specific fields examined in the text.
The contributors to this wide-ranging volume seek to define exactly what leadership is or should be, and how to effectively develop it. Guided by an u...
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cena:
876,44 |
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Readings in Advertising, Society, and Consumer Culture
ISBN: 9780765615442 / Angielski / Twarda / 440 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This collection of classic and contemporary articles provides context for the study of advertising by exploring the historical, economic, and ideological factors that spawned the development of a consumer culture. It begins with articles that take an institutional and historical perspective to provide background for approaching the social and ethical concerns that evolve around advertising. Subsequent sections then address the legal and economic consequences of life in a material culture; the regulation of advertising in a culture that weighs free speech against the needs of society; and the...
This collection of classic and contemporary articles provides context for the study of advertising by exploring the historical, economic, and ideologi...
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cena:
1077,50 |
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