Advertising and promotion ise, Belch, George Belch, Michael
Старое издание
Автор: Belch Название: Ise advertising and promotion: integrated marketing communications perspective ISBN: 1259921697 ISBN-13(EAN): 9781259921698 Издательство: McGraw-Hill Цена: 50330 T Наличие на складе: Поставка под заказ. Описание: To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors' extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
Автор: Freaker, Sneaker Название: Soled out ISBN: 1838663673 ISBN-13(EAN): 9781838663674 Издательство: Phaidon Press Ltd. Рейтинг: Цена: 52750.00 T Наличие на складе: Есть Описание: A riotous, 720-page celebration of sneakers and sporting legends, as told through the medium of vintage print advertising
Автор: Bosworth, Michael T. Название: Solution selling ISBN: 0786303158 ISBN-13(EAN): 9780786303151 Издательство: McGraw-Hill Рейтинг: Цена: 40030.00 T Наличие на складе: Поставка под заказ. Описание: Solution Selling is the most comprehensive sales and sales management process available today.
Автор: Charles Marsh, David W. Guth, Bonnie Poovey Short Название: Strategic Writing ISBN: 1138037109 ISBN-13(EAN): 9781138037106 Издательство: Taylor&Francis Рейтинг: Цена: 107190.00 T Наличие на складе: Нет в наличии. Описание: In its fourth edition, Strategic Writing emphasizes the goal-oriented mission of high-quality public relations and media writing with clear, concise instructions for more than 40 types of documents. This multidisciplinary text covers writing for public relations, advertising, sales and marketing, and business communication. In addition, it includes concise chapters on topics such as diversity, ethics and the legal aspects of strategic writing. Featuring a spiral binding, examples for each document and a user-friendly "recipe" approach, Strategic Writing is ideal for undergraduate PR or advertising writing classes that take an interdisciplinary approach. This new edition devotes new attention throughout to social media and writing in the digital realm, and features new and updated online resources for students and instructors.
Автор: Ries, Al Trout, Jack Название: Positioning ISBN: 0071373586 ISBN-13(EAN): 9780071373586 Издательство: McGraw-Hill Рейтинг: Цена: 18290.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Helps you deal with the problems of communicating to a skeptical, media-blitzed public. This book describes a revolutionary approach to creating a "position" in a prospective customer`s mind-one that reflects a company`s own strengths and weaknesses as well as those of its competitors.
Автор: Belch Название: Ise advertising and promotion: integrated marketing communications perspective ISBN: 1259921697 ISBN-13(EAN): 9781259921698 Издательство: McGraw-Hill Рейтинг: Цена: 50330.00 T Наличие на складе: Поставка под заказ. Описание: To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors' extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
Автор: Robert J Thomas Название: Finding Wisdom In Brand Tragedies: Managing Threats To Brand Equity ISBN: 9811268177 ISBN-13(EAN): 9789811268175 Издательство: World Scientific Publishing Рейтинг: Цена: 58080.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Brands and branding have deep historical roots. Almost anything or anyone can be branded with a name or mark for commercial or other purposes. The act of branding initiates activities in a brand ecosystem among people and organizations who have a vested interest in the brand's value. Unfortunately, a brand may experience a tragedy that can put its value and equity at risk. Pundits will often conclude there is a primary reason for a specific brand's tragedy, however, studying the situation more deeply can reveal tragic flaws in response to brand-challenging experiences that enhance managerial wisdom.The purpose of the book is to examine the backstories of a selection of relatively well-known brands that have experienced a tragedy. The objective is to inform how and why some brands survived and some did not. Doing so, may help leaders and managers of current brands avoid the miscues that lead to brand tragedies and possibly revive a brand when tragedy strikes. It is a book for those who need to improve their understanding of the vital importance of a brand for organizational success and who want to build and manage their brands to continuously improve value for customers, employees, shareholders, and the well-being of society. While there will be no one right approach or silver bullet to avert or ameliorate a specific tragedy, the better prepared leaders and managers are for a brand tragedy, the greater the likelihood of avoiding one and realizing an expedient and constructive outcome when one occurs.
Автор: Blanca Miguelez-Juan, Gema Bonales-Daimiel Название: Examining the Future of Advertising and Brands in the New Entertainment Landscape ISBN: 1668439719 ISBN-13(EAN): 9781668439715 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 306770.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media.
Examining the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this premier reference source is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.
Автор: Emilia Alaverdov, Muhammad Abrar, Muhammad Waseem Bari Название: Antecedents and Outcomes of Employee-Based Brand Equity ISBN: 1668436213 ISBN-13(EAN): 9781668436219 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 257790.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Explores the antecedents and consequences of employee-based brand equity from different perspectives and different artifacts of employee-based brand equity. This book highlights the importance of brand equity from a human resource management perspective.
Автор: Jason P. Chambers Название: Advertising Revolutionary: The Life and Work of Tom Burrell ISBN: 025208764X ISBN-13(EAN): 9780252087646 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 20860.00 T Наличие на складе: Нет в наличии. Описание: The ad exec who revolutionized the image of Black Americans in advertising
Over a forty-year career, Chicagoan Tom Burrell changed the face of advertising and revolutionized the industry’s approach to African Americans as human beings and consumers. Jason P. Chambers offers a biography of the groundbreaking creator and entrepreneur that explores Burrell’s role in building brands like McDonald’s and Coca-Cola within a deeply felt vision of folding positive images of Black people into mainstream American life. While detailing Burrell’s successes, Chambers tells a parallel story of what Burrell tried to do that sheds light on the motivations of advertising creators who viewed their work as being about more than just selling. Chambers also highlights how Burrell used his entrepreneurial gifts to build an agency that opened the door for Black artists, copywriters, directors, and other professionals to earn livings, build careers, and become leaders within the industry.
Compelling and multidimensional, Advertising Revolutionary combines archival research and interviews with Burrell and his colleagues to provide a long overdue portrait of an advertising industry legend and his times.
Автор: Simone Weil Davis Название: Living Up to the Ads: Gender Fictions of the 1920s ISBN: 0822324113 ISBN-13(EAN): 9780822324119 Издательство: Wiley EDC Рейтинг: Цена: 97240.00 T Наличие на складе: Поставка под заказ. Описание:
In Living Up to the Ads Simone Weil Davis examines commodity culture’s impact on popular notions of gender and identity during the 1920s. Arguing that the newly ascendant advertising industry introduced three new metaphors for personhood—the ad man, the female consumer, and the often female advertising model or spokesperson—Davis traces the emergence of the pervasive gendering of American consumerism. Materials from advertising firms—including memos, manuals, meeting minutes, and newsletters—are considered alongside the fiction of Sinclair Lewis, Nella Larsen, Bruce Barton, F. Scott Fitzgerald, and Zelda Fitzgerald. Davis engages such books as Babbitt, Quicksand, and Save Me the Waltz in original and imaginative ways, asking each to participate in her discussion of commodity culture, gender, and identity. To illuminate the subjective, day-to-day experiences of 1920s consumerism in the United States, Davis juxtaposes print ads and industry manuals with works of fiction. Capturing the maverick voices of some of the decade’s most influential advertisers and writers, Davis reveals the lines that were drawn between truths and lies, seduction and selling, white and black, and men and women. Davis’s methodology challenges disciplinary borders by employing historical, sociological, and literary practices to discuss the enduring links between commodity culture, gender, and identity construction. Living Up to the Ads will appeal to students and scholars of advertising, American studies, women’s studies, cultural studies, and early-twentieth-century American history.
Автор: Christopher Byrne Название: A Profile of the United States Toy Industry: Serious Fun ISBN: 1637422695 ISBN-13(EAN): 9781637422694 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 26750.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: The toy industry is one of the most consistently misunderstood sectors of American business, comprising a wide range of businesses under one banner--entertainment, commodities, fashion, and licensing--that each behave differently. Unlike other industries, more than 40 percent of products are new every year, and success often depends on the whims of a child.
Currently about $22 billion per year at wholesale for traditional toys, the United States toy industry has remained relatively constant since the 1990s, with a short-term boom in 2020 and 2021 in response to a global pandemic.
This edition has been updated to reflect these and other dynamic changes in recent years, including the impacts of shifts in marketing, technology, consumption, and retailing. It offers an introduction to the structure, practices, and market forces that impact the toy industry, including a short history, a description of the current market landscape, product trends, emerging opportunities and threats and expectations for the future.
The primary focus is the U.S. toy industry, but one cannot ignore the global scope of the business, particularly with respect to manufacturing and opportunities for growth in emerging markets. It is intended to provide a foundation for understanding the diverse and dynamic nature of the toy industry and many things that make it unique and to introduce this fast-paced, always changing and fiercely competitive business where success is often more an art than a science.
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