Advertising

This Encyclopaedia reveals the changing face of our industry and shows the importance of first principles combined with practical advice.

Audio Branding is a concise, practical guide on the influential world of audio branding - what it is, why it's important, and how it can be used to enhance a brand.

Gerade die visuelle Kommunikation spielt in unserer mediatisierten und stark vernetzten Kultur eine hochrelevante Rolle.

Consulting Editor: Shalom Lerner.

Is it your objective to bring about positive change for your business or organisation by influencing the policy and regulatory environment in which you operate?

Over the last decade fashion film's presence has become ubiquitous.

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars.

This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience.

If you want to grow your business, how do you get the word out about your product or service?

Durch Globalisierung und Digitalisierung werden die Anforderungen an neue Markennamen und Namingstrategien immer komplexer.

"e;Cases in Advertising Management"e; offers a wide range of short, medium-length, and longer cases, all designed to illuminate the topics covered in an Advertising Management course.

Today, over 500,000 medical technologies are available in hospitals, homes, and community care settings.

This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.

A lavishly illustrated history of coca wine and the revolutionary advertising methods that made it a world-wide success *; Follows 19th-century pharmacist Angelo Mariani's interest in coca from medical uses to the development and healing effects of his world-famous coca wine, Vin Mariani *; Explores the botany of coca, how it differs from cocaine, its traditional uses, and early scientific studies on coca from doctors, including Sigmund Freud *; Examines Mariani's highly successful international advertising campaigns, the first to use celebrity endorsements, including testimonies from Pope Benedict XV, Sarah Bernhardt, Thomas Edison, Jules Verne, H.

This book critically examines how brands determine the visibility of social issues through their advertising practices, informing the ways we are persuaded to feel, think, and act as consumers and citizens.

When the first edition of Herbert Gardner's The Advertising Agency Business was published, it was heralded as the most comprehensive management guide to this dynamic, fast-changing business.

This edited collection presents cutting edge research into the topic of green messages and subsequent consumer responses.

Der Alltag in einer Werbeagentur bietet immer neue Herausforderungen: Ob Wettbewerbspräsentation, Honorarverhandlung, Projektakquise, Mitarbeitergespräch oder Nachfolgeregelung.

Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation.

Digital Privacy in the Marketplace focuses on the data ex-changes between marketers and consumers, with special ttention to the privacy challenges that are brought about by new information technologies.

Practical negotiating skills, including those needed for cross-cultural negotiations have long been taught in classrooms, along with some of the theory that underpins them.

Despite annual predictions of its demise, email marketing remains one of the most important tools for businesses and other organizations.

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Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation.

Online-Shop, Weblog oder Newsletter - auch wenn Online-Marketing für viele Unternehmen mittlerweile ganz selbstverständlich ist, werden selten alle Möglichkeiten ausgeschöpft.

Less than half of the public in the U.

Digital sport marketing is a new, dynamic and rapidly evolving area that is having a profound impact on contemporary sport business.

The twelfth edition of this classic textbook provides an overview of communication and media law including the most current legal developments.

Wie kann man als Unternehmen gut und erfolgreich mit Influencern zusammenarbeiten und ein besseres Gespür für die junge Disziplin bekommen?

Corporate branding and communication is big business.

Zu teuer, zu aufwändig, zu langweilig.

Branding Authoritarian Nations offers a novel approach to the study of nation branding as a strategy for political legitimation in authoritarian regimes using the example of military-ruled Thailand.

Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior.

This new approach to the history of the Second World War, first published in 1990, examines the events of this period through the cartoons of the day.

The concept of Corporate Social Responsibility (CSR) has become increasingly widespread, as businesses seek to incorporate socially responsible behaviors while still being accountable to shareholders.

Capitalizing on what is arguably the most important social phenomenon of our time and place-the aging of America-this book shows organizations how to market specifically to baby boomers in their third act of life.

Das praktische Trainingsbuch für alle, die ihre Interessen in Verhandlungen effektiver durchsetzen wollen.

How can small changes.

Interest in generally expanding the understanding of small and medium-sized enterprises, especially understanding their strategies and operations to enter international markets, is growing rapidly among researchers and academics globally.

Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of nation banding, in which the principles of brand strategy and management are applied to countries globally.

Warum ist ein Markenname für den Produkt-und Unternehmenserfolg wichtig?

This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing how universities are service providers and how education is a service, both of which need to be defined and marketed together.

Women are the world's most powerful consumers, yet they are largely marketed to erroneously through misconceptions and patriarchal views that distort the reality of women's lives, bodies, and work.

This book provides a comprehensive history of American print automobile advertising over a half-century span, beginning with the entrenchment of the "e;Big Three"e; automakers during the Depression and concluding with the fuel crises of the 1970s and early 1980s.

Wie gelingt es Unternehmen, ihren Kunden ein umfassendes Markenerlebnis zu bieten?

This textbook is the first introductory primer on integrated marketing communications.