Advertising

This major practical handbook bridges the gap between strategy and design, presenting a step-by-step design process with a strategic approach and extensive methods for innovation, strategy development, design methodology and problem solving.

This comprehensive text provides a how-to guide for content strategy, enabling students and professionals to understand and master the skills needed to develop and manage technical content in a range of professional contexts.

This comprehensive text provides a how-to guide for content strategy, enabling students and professionals to understand and master the skills needed to develop and manage technical content in a range of professional contexts.

Digital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing.

Digital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing.

Today, over 500,000 medical technologies are available in hospitals, homes, and community care settings.

Today, over 500,000 medical technologies are available in hospitals, homes, and community care settings.

Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach.

This edited volume analyses leadership in the public relations (PR) industry with a specific focus on women and their leadership styles.

This edited volume analyses leadership in the public relations (PR) industry with a specific focus on women and their leadership styles.

This edited volume makes a unique and timely contribution by exploring in depth the topic of strategic communication and COVID-19 from a global perspective.

This edited volume makes a unique and timely contribution by exploring in depth the topic of strategic communication and COVID-19 from a global perspective.

This handbook brings together multidisciplinary and internationally diverse contributors to provide an overview of theory, research, and practice in the nonprofit and nongovernmental organization (NGO) communication field.

This handbook brings together multidisciplinary and internationally diverse contributors to provide an overview of theory, research, and practice in the nonprofit and nongovernmental organization (NGO) communication field.

This book provides a unique orientation to the present, past, and future of the field of business communication by collecting reflective essays from some of its most influential scholars, teachers, and leaders.

This book provides a unique orientation to the present, past, and future of the field of business communication by collecting reflective essays from some of its most influential scholars, teachers, and leaders.

This comprehensive textbook introduces students to all the core principles of marketing practice using an employability-focused approach.

This comprehensive textbook introduces students to all the core principles of marketing practice using an employability-focused approach.

The twelfth edition of this classic textbook provides an overview of communication and media law including the most current legal developments.

The twelfth edition of this classic textbook provides an overview of communication and media law including the most current legal developments.

This book looks at markets in low-income economies and how they require fundamentally different marketing systems and strategies.

This book looks at markets in low-income economies and how they require fundamentally different marketing systems and strategies.

Offering a holistic approach to positive luxury, this comprehensive book provides a novel framework grounded in the new paradigm of Transformative Luxury Research (TLR) stream.

Offering a holistic approach to positive luxury, this comprehensive book provides a novel framework grounded in the new paradigm of Transformative Luxury Research (TLR) stream.

This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing how universities are service providers and how education is a service, both of which need to be defined and marketed together.

This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing how universities are service providers and how education is a service, both of which need to be defined and marketed together.

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools.

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools.

This book takes an important step forward in showing how Integrated Marketing Communications (IMC) have been applied within the English Premier League (EPL) - arguably the most commercialised and watched sport league in the world - and how it can and should be utilised in the context of other sports properties.

This book takes an important step forward in showing how Integrated Marketing Communications (IMC) have been applied within the English Premier League (EPL) - arguably the most commercialised and watched sport league in the world - and how it can and should be utilised in the context of other sports properties.

This concise textbook provides a comprehensive and clear overview of advertising theory and practice.

This concise textbook provides a comprehensive and clear overview of advertising theory and practice.

This textbook provides an overview of the core concepts, theories and methods in strategic communication, using examples from research and experiences from practice.

This textbook provides an overview of the core concepts, theories and methods in strategic communication, using examples from research and experiences from practice.

A handbook for pushing the limits of PR to inventing things, rather than only promoting them.

A handbook for pushing the limits of PR to inventing things, rather than only promoting them.

The secret weapon for business experts to ensure strategically creative results, this is an indispensable field guide to evaluating creative advertising, branding, and design ideas and solutions, and to working with creatives.

The secret weapon for business experts to ensure strategically creative results, this is an indispensable field guide to evaluating creative advertising, branding, and design ideas and solutions, and to working with creatives.

The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes.

The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes.

This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature.

This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature.

Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of nation banding, in which the principles of brand strategy and management are applied to countries globally.

Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of nation banding, in which the principles of brand strategy and management are applied to countries globally.

This book is an evidence-based approach to handling common, extreme crises.

This book is an evidence-based approach to handling common, extreme crises.

Conceived to give readers the principles and the tools to create successful advertisements in a variety of mediums, this book is a detailed exploration of how visual and verbal elements of design work together to solve a business goal.

This fully-updated fourth edition introduces readers to the rich tapestry of persuasive technique and scholarship, interweaving perspectives from rhetoric, critical theory, and social science and applying their insights to practical political, social, and business contexts.

This fully-updated fourth edition introduces readers to the rich tapestry of persuasive technique and scholarship, interweaving perspectives from rhetoric, critical theory, and social science and applying their insights to practical political, social, and business contexts.

Strategic communication is a pre-requisite for the achievement of organisational goals, and an effective strategic communication plan is vital for organisational success.