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.
Develop and harness a powerful, sustainable word-of-mouth movement How did the 360-year-old scissor company, Fiskars, double its profit in key markets just by realizing its customers had already formed a community of avid scrapbookers?
In 1993, in order to stop an economic freefall on the island of Cuba, Fidel Castro's government reluctantly instituted a series of reforms to compensate for the demise of foreign aid from Moscow.
This concise text provides an accessible introduction to artificial intelligence and intelligent user interfaces (IUIs) and how they are at the heart of a communication revolution for strategic communications and public relations.
Die Autorin Martina Fuchs beschäftigt sich in ihrem Buch mit dem Gebiet der Personenmarken - wobei sie hier eine wichtige Unterscheidung vornimmt: Sobald die Marke nicht auf Lifestyle, sondern vielmehr auf Wissen und Fachkompetenz basiert, spricht sie von einer Expertenmarke.
The literature of marketplace behaviour, long dominated by economic and psychological discourse, has matured in the last decade to reveal the vast expanse of consumption activity not adequately addressed - in either theoretical or empirical perspective - by the discipline's favoured approaches.
In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how to make sure your message gets through in an era of information overload.
The must-have resource for media selling in today s technology-driven environment The revised and updated fifth edition of Media Selling is an essential guide to our technology-driven, programmatic, micro-targeted, mobile, multi-channel media ecosystem.
Published in 1837, Hans Christian Andersen's The Emperor's New Clothes tells the tale of two weavers who present a non-existent suit of clothes to the Emperor with the caution that the suit is invisible to those who are unfit for their positions, stupid, or incompetent.
The ultimate guide to Google AdWords is fully updated for its third edition This is the ultimate guide for those who want to quickly get beyond AdWords basics to learn and apply the advanced techniques and tactics that are used by Fortune 500 companies.
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.
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.
The seventh edition of this field-leading textbook provides an accessible and rigorous presentation of major theories of persuasion and their applications to a variety of real-world contexts.
This book is geared towards both students and professionals looking to explore the interconnectedness of digital technologies for marketing and branding purposes.
The marketing discipline has been dominated by managerial research that has never really been counterbalanced by a systematic critical analysis which is problematic given the assumed legitimization of the managerialism that has ensued.
Beat Your Competition - Increase Sales - Get More Customers in 90 Days Online marketing expert Aaron Fletcher shows you how to gain more customers in this simple guide to marketing your small business, with quick and easy solutions for creating a successful marketing plan.
Authors Coombs and Harker provide step-by-step guidance on how the strategic communication process-an integration of marketing communication, public relations, and advertising-can be applied to sports communication for individual athletes, teams, and leagues.
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.
Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales.
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.
The Mood of Information explores advertising from the perspective of information flows rather than the more familiar approach of symbolic representation.
Zwei erfahrene Trainer unterstützen Sie bei der Vorbereitung auf die vielen Berufssituationen, in denen Sie Sachverhalte präsentieren oder in einem Kurzvortrag auf den Punkt bringen müssen.
This book will help you understand how social media recruitment works and encourages you to take personal branding toward professional career development seriously.
