Advertising

THE $600 MILLION LATTE Its a business book thats an entertaining novel the management training book for anyone who hates business books.

How do brand names differ from other names, and what goes into making a good name great and a bad name ghastly?

Market Grooming: The Dark Side of AI Marketing marks a paradigm shift in the field of marketing.

An inside story of local, regional and global advertising in the Middle East.

Through an interdisciplinary approach combining the concepts, methods and tools in language and discourse studies and insights from marketing and tourism research, this book examines the online place branding of Hong Kong, one of the most visited cities and well-known spots in the world.

Thematisch geht es beim Thema Touchpoint Management in den letzten Jahren nicht deutlich genug voran.

Optimizing AdWords provides the information marketers and future marketers need to harness the power of the Google's AdWords search engine marketing applications.

What is the economic justification of advertising?

#1 WALL STREET JOURNAL BESTSELLER & INSTANT NEW YORK TIMES BESTSELLERA game-changing approach to marketing, sales, and advertising.

Many companies have been criticised for weak business ethics, including in some cases breaking the law.

Die Bedeutsamkeit von Emotionen im Marketing ist schon lange kein Geheimnis mehr: Kampagnen mit einer emotionalen Ansprache schaffen einen entscheidenden Mehrwert - allerdings nur, wenn die Konsumentenemotionen richtig verstanden und angesprochen werden.

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 timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars.

International best seller, The Luxury Strategy: Break the rules of marketing to build luxury brands, written by two of the world's leading voices on luxury, Jean-Noel Kapferer and Vincent Bastien, has now cemented its position as the global authority and reference book on luxury business.

The book provides a critical analysis of electronic alternatives to documents used in the international sale of goods carried by sea, including invoices, bills of lading, certificates of insurance, as well as other documentation required under documentary credits, and payment processing arrangements.

Rising Consumer Materialism presents a theoretical advancement of materialism research.

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This fully revised third edition brings a fresh approach to the fundamentals of mass media and communication law in a presentation that undergraduate students find engaging and accessible.

This comprehensive book features recent works on leveraged marketing communications (LMC)-an intentional pairing of a brand to benefit from the associations the target audience has with the object.

Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity.

Gender After Gender in Consumer Culture provides an updated discussion of how gender cuts across consumer culture, in light of increasing gender fragmentation and integration with other identity positions.

"e;Winston tastes good like a cigarette should"e; and "e;You'll wonder where the yellow went when you brush your teeth with Pepsodent"e; are only two of the many slogans associated with advertising on television in the 1950s.

This book provides students and academics with a comprehensive analysis of the theory and practice of branding.

Sea-changes in society, technology, consumer expectations and our understanding of behavioral economics have caused us to rethink our understanding of the scope of knowledge required to navigate, analyze and shape consumer behavior.

This edited book presents a comprehensive, research-led coverage of the progressive ways public relations (PR) and social media is utilised today.

In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services.

In order for High Technology (HT) companies to tackle contemporary demanding market challenges, they frequently deploy time-reduction strategies with respect to product launch.

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

This book brings together a broad and diverse range of new and radical approaches to public relations focussing on the increasingly vital role that visual, sensory and physical elements factors play in shaping communication.

Ob am Telefon, via E-Mail, im Online-Chat oder per Videokonferenz, immer mehr Verhandlungen spielen sich jenseits des klassischen Face-to-Face-Formats ab.

This book sheds light on the addressees of online reviewer discourse on wine, perfume and chocolate in order to explore how the discourse construes the consumer of experiential luxury.

Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts.

The fundamental relationships among brands, media, and people are being transformed, and just as we try to adapt, along comes a new disruption.

Featuring examples of strategic writing throughout the book, this practical, multidisciplinary text takes students through the fundamental concepts, genres, and techniques of writing for strategic communicators to connect with their publics.

Richtig eingesetzt ist die E-Mail nach wie vor eines der erfolgreichsten Marketing-Instrumente.

This book examines the evolution of corporate communication in the recent past in the context of the rapidly changing contemporary business environment in India.

Based on a conceptual analysis of marketing texts, particularly service marketing texts, and a case study of a service firm that utilizes approaches to managing organizations that have been developed within the boundaries of marketing, this book presents a critical examination of marketing as a managerial practice.

Werden Sie Profi beim Thema Social Media Monitoring: Mit diesem Buch verschaffen Sie sich einen Überblick über die Grundlagen der Web-Analyse und optimieren Ihre digitale Kommunikation mit Hilfe von nützlichen Tools sowie praxiserprobten Methoden.

So funktioniert Marketing mit Promis, Celebrities und InfluencernWo früher nur mit Stars und Promis geworben wurde, sehen wir heute auch Gesichter von Celebrities und Influencern.

This book is about how kids become engaged with brands, and how their relationship with them changes over time as they mature as consumers.

Marketing to Millennials is both an enlightening look at this generation of spend-happy consumers and a practical plan for earning their trust and loyalty.

Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages.

Ähnlich einem Kind, das im Feuerwehr-Auto auf einem Karussell am Lenkrad dreht und dabei glaubt, das Auto zu fahren, glauben wir Erwachsenen, immer alles zu steuern.

This book is about how kids become engaged with brands, and how their relationship with them changes over time as they mature as consumers.

Since the late 1980s, green consumerism has been hailed in the West as an efficient solution to environmental problems.

Word-of-Mouth Marketing, WOMM as it is commonly known, is the least expensive form of advertising and often the most effective.