Is it your objective to bring about positive change for your business or organisation by influencing the policy and regulatory environment in which you operate?
This is the first scholarly collection to examine the social and cultural aspects on the worldwide interest in the faded remains of advertising signage (popularly known as 'ghost signs').
Audio Branding is a concise, practical guide on the influential world of audio branding - what it is, why it's important, and how it can be used to enhance a brand.
Pioneers in Marketing: A Collection of Biographical Essays discusses eight historically important marketing scholars whose careers collectively spanned over 100 years.
The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies.
WINNER: Berry-AMA Book Award 2012 (1st edition)WINNER: Expert Marketing Magazine's Marketing Book of the Year Award 2011 (1st edition)How Cool Brands Stay Hot analyses Generations Y and Z, the most marketing savvy and advertising-critical generations yet.
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands.
This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course.
Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory while keeping in mind megatrends such as climate crisis, economic inequality and digital connectivity.
Digital technologies and social media have changed the processes, products, and interactions of professional communication, reshaping how, when, with whom, and where business professionals communicate.
Written by three leading thinkers in the field of sustainability, 'All In' defines the essential attributes of high-impact corporate sustainability leadership and describes how companies can combine and apply those characteristics for future success.
Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention.
A REVOLUTIONARY NEW PERSPECTIVE ON HOW PRICING REALLY WORKS Contextual Pricing delivers a knock-out punch to complacent and low-return pricing approaches.
Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective.
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.
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.
Graphs have become a fixture of everyday life, used in scientific and business publications, in magazines and newspapers, on television, on billboards, and even on cereal boxes.
Social media has given marketers a way to connect with consumers in an unprecedented and revolutionary way, but the very newness of this medium is as challenging as it is exciting, particularly to those who aren't 'digital natives'.
This book is an honor to the many important contributions of Herbert Krugman, past president of APA, The Division of Consumer Psychology and The Association for Public Opinions Research.
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?
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.
Written for the non-specialist media producer, this book offers a practical and engaging guide to basic digital media production using modern equipment and software.
This fascinating new book explores the benefits and dynamics of social media storms and identifies the possible opportunities that they present for further engagement with customers.
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'.
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 first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "e;position"e; in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors.
