This book is a complete guide to learning the critical selling and negotiation skills to gain a competitive edge in a challenging business environment.
Virtually every decision to produce, buy or sell is influenced by quality, yet until this book was first published in 1992, there had been very little attempt to produce a comprehensive and practical theory for this.
Animal Suffering and Public Relations conducts an ethical assessment of public relations, mainly persuasive communication and lobbying, as deployed by some of the main businesses involved in the animal-industrial complex-the industries participating in the systematic and institutionalised exploitation of animals.
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.
Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies to provide a comprehensive and honest understanding of the commercial and ethical functions marketing plays in the fashion industry.
The Mood of Information explores advertising from the perspective of information flows rather than the more familiar approach of symbolic representation.
The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions and actions of consumers.
This book explores the origin and future of "e;upgrade culture,"e; a collection of cultural habits and orientations based on the assumption that new technologies will rapidly, perpetually, and inevitably emerge.
All modern legal systems with advanced economies must address the question of how to respond to the needs of insolvent consumers whose burden of debt greatly exceeds their capacity to repay within a reasonable time frame.
The book offers a theoretically justified and pragmatic concept of the so-called 'lex mercatoria' contributing to the debate concerning the existence of this law as an autonomous, a-national and universal legal system established by trade practice.
More than 6,000 words and phrases that make the difference between "e;yadda-yadda-yadda"e; and copy that sellsLooking for a better way to say "e;authentic?
At the core of this book is an inspiring ideal: that for both commercial and social reasons, brands need the courage to stand for something, rather than responding to the latest consumer whim.
At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention?
Advalue is organised into four sections, according to where the advertising effect is to be seen:* Company value effects* Business performance effects* Customer effects* Brand effectsIn addition, there is a brief introductory section and each chapter is prefaced by a short executive summary describing 'the argument in brief'.
The Age of Influence is an essential guide for marketing professionals and business owners who want to create and implement a highly effective, sustainable influencer marketing plan in order for their brands to succeed.
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 "e;accepted wisdom"e; in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact.
This newly updated, carefully structured accessible textbook provides students and practitioners with the skills they need to deliver successful marketing communications in today's fast-changing hypercompetitive markets.
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.
If you're in marketing, advertising, or branding, consider this: While it used to take three television spots for a product to register with its intended audience, it can now take as many as seventy.
In Zeiten der Digitalisierung und disruptiven Innovationen verschwinden Trends und Buzzwords im Marketing oft genauso schnell, wie sie entstanden sind.
