Kategoria BISAC: Business & Economics >> Marketing - General

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...

An advertising executive and sociologist who has studied alcoholism at length analyzes worldwide theoretical and empirical studies on the relationship between mass media and advertising and alcohol consumption and abuse. Dr. Fisher pulls together findings from content analyses, experiments, quasi-experiments, econometric studies, and evaluations of advertising restrictions and warning labels to determine how advertising works and affects human behavior.

As the first international convention focused on stimulating trade through policy actions, the International Symposium on Trade Promotion and Assistance sought to present a comprehensive treatment of the role of the public sector in trade promotion. The papers presented at the conference have been collected in this book, and they review trade promotion activities at the international, state, and local levels. They also address the roles of private-sector institutions such as universities, trade centers, and trade associations in providing information and assistance to those companies...

Successful audio-visual presentations are the result of careful management by--as well as creative collaboration between--the client and the professional communications firm. Because of their high visibility within the corporation, presentations risk falling prey to script by committee unless there is a clear plan at hand for managing the project. Executives who find themselves responsible for a presentation need to be fully aware of what audio-visual can and cannot do--and how to go about getting it done right. In this how-to guide for corporate executives, author Richard Worth covers...

This book, the result of a symposium co-sponsored by several academic and professional organizations, provides information and insights useful for anyone aspiring to succeed in marketing to consumers in the 1990s. The book is unique in that it blends thoughtful commentaries of distinguished academics with the reasoned perspectives of executives of such firms as J. C. Penney, Avon, and Mary Kay in arriving at an agenda of critical propositions and issues relating to the nature and structure of retailing by the year 2000. What types of retailers will exist in the next century? How many...

By the year 2000, annual sales of computer products to China may well reach $15-18 billion, making China one of the largest computer markets in the world. At the same time, China's own computer industry is expected to become world-class and internationally competitive. How this will come about, the market and economic trends that are presently developing, and the opportunities they present for Western businesses are explored here by two insiders, offering not only useful analysis but hands-on guidance to the ways in which China's computer market works. With an appendix listing more than...

Contains Nearly 100 Pages of New Material

The recent financial crisis has shown that credit risk in particular and finance in general remain important fields for the application of mathematical concepts to real-life situations. While continuing to focus on common mathematical approaches to model credit portfolios, Introduction to Credit Risk Modeling, Second Edition presents updates on model developments that have occurred since the publication of the best-selling first edition.

New to the Second Edition

• An...

When you have a process, you have a way of measuring what you are doing. When you can measure it--you can fix it

Customer Centered Selling teaches the secrets of the world-famous Xerox sales training by reversing the conventional selling practices of searching for customer needs, pitching product, and adopting an order-taking mentality. Jolles provides a...

La scienza dei servizi nasce dal tentativo di unire informatica, ricerca operativa, ingegneria industriale, scienze manageriali, sociali, cognitive e legali al fine di sviluppare le competenze richieste da un economia basata sui servizi.

Il libro si articola su tre parti. La prima contiene una rassegna dei contributi sulla progettazione, gestione e realizzazione dei servizi individuando la maggiori scuole di pensiero internazionali che, negli ambiti strategico, organizzativo, del marketing e dell operation management hanno affrontato il tema. La seconda parte approfondisce il ruolo...

Anche il marketing, come tanti ambiti professionali, vive oggi l opportunita di aggiornare i paradigmi e le metodologie tradizionali grazie a contributi provenienti da altre discipline, soprattutto da quelle di piu recente sviluppo. Tra queste, si segnalano oggi la psicologia cognitiva e le neuroscienze. Il libro intende offrire al lettore uno spaccato di quanto questi due settori possono offrire alla comprensione delle dinamiche di acquisto, mostrando come la conoscenza dei meccanismi di pensiero e dei processi cerebrali aiuti a identificare cio che accade nella mente del destinatario...

Newspaper columns blare the news daily. There is no doubt that we are struggling through a worldwide economic and financial crisis of a magnitude not witnessed since the Great Depression.

In this environment, fraught with danger, no company can afford to take a wait-and-see attitude. One hesitation or misstep can result in the rapid demise of a once stalwart enterprise. Even small miscalculations can topple mighty empires; consider the U.S. auto industry, for example. The severity of the crisis demands that your company understand its causes, diagnose carefully, implement decisively...

In The Pirate's Dilemma, VICE magazine's Matt Mason -- poised to become the Malcolm Gladwell of the iPod Generation -- brings the exuberance of a passionate music fan and the technological savvy of an IT wizard to the task of sorting through the changes brought about by the interface of pop culture and innovation. He charts the rise of various youth...