Strategies for binding customers to an organization--by determining the information they want and giving it to themIn 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications.
The First How-To Strategy Guide to Transmedia Storytelling Phillips s book is a powerful tool for anyone who wants to make a career for him- or herself within the world of transmedia.
Thoroughly updated with information on Internet-based PR campaignsThe Publicity Handbook has everything you need to know to win valuable publicity for your product, service or business.
This cutting-edge text brings together a diverse range of scholars and practitioners to examine how digital has become the default space for advertising- in practice, communication, and commercial process.
The industry standard for 30 years-updated to include the newest developments in digitization and the three screens of videoApply the latest advertising technologiesBuild your brand in every mediumCreate the right budget for each campaignThrough six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners.
Providing the most current marketing theories and strategies for 15 years-now updated to cover digital platforms so you can expand your reach even further!
From the early days of radio through the rise of television after World War II to the present, music has been used more and more to sell goods and establish brand identities.
We have interviewed event planners and professionals who have held more than their share of conferences, workshops, and seminars, and they've shared their successes, and failures, to help you achieve, and avoid, the same things.
Google has created numerous marketing and advertising products that are fast and easy to implement in your business today including Adsense, Adwords, and the Google APIs.
Social media branding provides the thinking, evidence, and practice to create a road map for practitioners in small businesses to develop and implement their brand in online and of ine communities.
This book will provide a practical overview of how digital content, social media, and search engine optimization work together in driving website traf c and sales leads.
In this book, readers will find the inspiration needed to expand social media presence and add an appealing new dimension to branding and marketing efforts.
This fourth edition of Financial Services Marketing firmly reinforces the book's role as a leading global educational resource, combining appropriate conceptual principles with practical insights on how financial products and services are marketed in the real world.
Was bislang undenkbar schien, nämlich dass Nicht-Medienmarken anspruchsvolle Medienangebote unter ihrem etablierten Markennamen (»Markenmedien«) betreiben und damit in Konkurrenz zu etablierten Medien treten, ist in der Zwischenzeit – so zeigen vielfältige Beispiele – zu einer vermeintlich willkommenen Vorgehensweise avanciert.
Este libro, iniciativa de la Asociación Nacional de Anunciantes (ANDA) y la Carrera de Administración y Marketing de la Universidad Peruana de Ciencias Aplicadas (UPC), es el primero de una serie que busca compartir, cada año, algunos de los nuevos casos que van llegando al Premio ANDA.
A ';comprehensive book with practical orientation on major and current issues on hospitality management that middle-level managers and top management face in their efforts to achieve organizational objectives.
Der Handel ist in Bewegung: Es entstehen neue Betriebsformen, Vertikalisten konkurrieren mit klassischen Handelsorganisationen, elektronische und stationäre Kanäle werden in Mehrkanalsystemen zusammengeführt, Internationalisierungskonzepte stehen auf dem Prüfstand, das Angebot von Handelsmarken wird differenzierter und neue Technologien werden eingesetzt.
