The period in film history between the regimentation of the Edison Trust and the vertical integration of the Studio System--roughly 1916 through 1920--was a time of structural and artistic experimentation for the American film industry.
This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.
Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy.
In a world that is increasingly wary of artificial intelligence (AI), this book explores the pressing need for strategic communicators to move away from being advocates for AI and move towards a more critical activist role that enables them to counter AI-driven threats to communities and relationships.
The Secrets of Successful Copywriting focuses on basic principles in writing compelling copies for copywriters and provides informative insight on advertising.
This critical introductory text explores the role of advertising in contemporary culture and its connections to larger economic, social, and political forces.
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 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 comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course.
This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often overlooked, but important aspect of marketing strategy.
Der Autor zeigt durch unterhaltsam dargestellte Erfahrungsberichte Wege auf, wie Sie ohne manipulative Methoden auf einfache, grundlegende Weise erfolgreich verkaufen.
Music, Movies, Meanings, and Markets focuses on macromarketing-related aspects of film music in general and on the cinemusical role of ambi-diegetic jazz in particular.
Technological advances, alongside increasing globalisation and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organisations must react and adapt quickly to compete.
Beautifully illustrated with over 1000 full-colour images, the 28th edition of the Epica Book showcases more than 850 creative projects honoured in the 2014 Epica Awards.
Gender After Gender in Consumer Culture provides an updated discussion of how gender cuts across consumer culture, in light of increasing gender fragmentation and integration with other identity positions.
This collection of classic and contemporary articles provides context for the study of advertising by exploring the historical, economic, and ideological factors that spawned the development of a consumer culture.
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.
The proliferation of lawsuits against the tobacco industry has had profound implications for American health policy, tort law, civil law, and welfare and social policy.
Ralf Nöcker beleuchtet in diesem Buch Werbung und Agenturen erstmals aus ökonomischer Perspektive und widmet sich dabei makroökonomischen Fragen ebenso wie einzelwirtschaftlichen Themen.
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.
Atiyah and Adams' Sale of Goods, 14th Edition, by Twigg-Flesner and Canavan is a highly readable and comprehensive account of the law governing the sale of goods.
In einer sich rasant verändernden Marketinglandschaft wird die Bedeutung einer authentischen Verbindung zwischen Unternehmen und Konsumenten immer dringlicher.
