The goal of this book is to help business managers and academic researchers understand the means-end perspective and the methods by which it is used, and to demonstrate how to use the means-end approach to develop better marketing and advertising strategy.
The goal of this book is to help business managers and academic researchers understand the means-end perspective and the methods by which it is used, and to demonstrate how to use the means-end approach to develop better marketing and advertising strategy.
Eastman has assembled this exemplary volume to spotlight media promotion and to examine current research on the promotion of television and radio programs.
Eastman has assembled this exemplary volume to spotlight media promotion and to examine current research on the promotion of television and radio programs.
This volume provides a critical look at public relations practice, utilizing case studies from public relations, advertising, and marketing to illustrate the deconstruction and analysis of public relations campaigns.
This volume provides a critical look at public relations practice, utilizing case studies from public relations, advertising, and marketing to illustrate the deconstruction and analysis of public relations campaigns.
Making Media Content addresses the development of media content and the various factors and constituencies that influence content, such as advertisers, corporate interests, owners, and advocacy groups.
Making Media Content addresses the development of media content and the various factors and constituencies that influence content, such as advertisers, corporate interests, owners, and advocacy groups.
Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online.
Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online.
Applying Social Cognition to Consumer-Focused Strategy, a book in the Advertising and Consumer Psychology series sponsored by the Society for Consumer Psychology, focuses on the most important recent developments at the interface of social cognition and marketing, and develops integrative theoretical frameworks with rich practical implications.
Applying Social Cognition to Consumer-Focused Strategy, a book in the Advertising and Consumer Psychology series sponsored by the Society for Consumer Psychology, focuses on the most important recent developments at the interface of social cognition and marketing, and develops integrative theoretical frameworks with rich practical implications.
Using the example of The Tale of Peter Rabbit by Beatrix Potter to explore the impact of new media and technologies on how children learn about stories and reading, this book investigates nearly 100 re-tellings in a variety of media, some authorized by Potter's publisher Frederick Warne, some unauthorized.
Using the example of The Tale of Peter Rabbit by Beatrix Potter to explore the impact of new media and technologies on how children learn about stories and reading, this book investigates nearly 100 re-tellings in a variety of media, some authorized by Potter's publisher Frederick Warne, some unauthorized.
This volume provides a unique synthesis of the relevant literature from academic studies in the fields of political science, marketing, advertising, speech communication, telecommunication, and public relations combined with the practical wisdom of professional consultants.
This volume provides a unique synthesis of the relevant literature from academic studies in the fields of political science, marketing, advertising, speech communication, telecommunication, and public relations combined with the practical wisdom of professional consultants.
Increased scrutiny on the part of the general public, media, and government has warranted a reexamination of corporate responsibilities, standards of accountability, the company's role in its local and extended community, and its ethical position in our society and culture.
Increased scrutiny on the part of the general public, media, and government has warranted a reexamination of corporate responsibilities, standards of accountability, the company's role in its local and extended community, and its ethical position in our society and culture.
