Designed for students and practitioners in the fields of organizational behavior and human resource training and development, this book examines improving organizational communication.
Persuasion Ethics Today explores persuasive communication in the fields of advertising, promotions, public relations and integrated marketing communication, and is designed for course use in advertising curricula.
Nachdem der Bestseller "Trojanisches Marketing®" das innovative Vermarktungskonzept vorgestellt hat, entwickeln die beiden Autoren jetzt ihr Erfolgsrezept weiter.
Based on hundreds of hours of in-depth interviews with senior marketing and corporate communications managers from top companies such as Hewlett-Packard, Ericsson, Philips, and Xerox, this book is packed with hands-on advice to ensure business success in the new millennium.
The emerging present is a fast-changing context for incumbent organizations, especially in market segments where online behavior is replacing physical proximity, and users engage with digital platforms for the acquisition of products and services.
Based on hundreds of hours of in-depth interviews with senior marketing and corporate communications managers from top companies such as Hewlett-Packard, Ericsson, Philips, and Xerox, this book is packed with hands-on advice to ensure business success in the new millennium.
Mad Men's Don Draper has nothing on Fred Goldberg, and this memoir is the real story of mad men in a very mad world This celebrated ad man cut his teeth in the late 1960s with the legendary agency Young & Rubicam, took over operations at Chiat/Day as COO for almost 7 years, and then founded his own firm, Goldberg Moser O'Neill.
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.
In Casting for Big Ideas, Andrew Jaffe, industry veteran and Director of the Clio Awards, details important lessons on the management and growth of advertising agencies.
In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example, recycling promotions.
Content Strategy in Technical Communication provides a balanced, comprehensive overview of the current state of content strategy within the field of technical communication while showcasing groundbreaking work in the field.
This book provides an explanation of nation branding theory and practice within the European context, exploring how countries build and manage their reputations globally.
This volume builds on Roger Darnell's The Communications Consultant's Foundation by providing insider knowledge gained over the past three decades atop the field of communications consulting, incorporating lessons learned serving businesses in the global creative industry.
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 Vertriebsprofi Uwe-Jürgen Günter-von Pritzbuer eröffnet eine ganz neue Perspektive auf das Thema Verkaufen: Gestalten Sie jede Phase des Verkaufsgesprächs so, dass sich der Kunde fühlt wie der Gast in einem Drei-Sterne-Restaurant.
Technological advances, alongside increasing globalization and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organizations must react and adapt quickly to compete.
Drawing on a unique study of Australian advertising agencies at the dawn of the digital era, this book provides a hitherto unexplored study of the advertising industry at a point of its disruption.
