The Routledge Handbook of Strategic Communication provides a comprehensive review of research in the strategic communication domain and offers educators and graduate-level students a compilation of approaches to and studies of varying aspects of the field.
Strategic Content Marketing offers a comprehensive guide to planning, creating, implementing and analyzing an effective content marketing strategy in practice.
La publicité en Chine : naissance d’une industrie (1914–1956) propose une perspective novatrice sur l'émergence de la société de consommation chinoise à travers une analyse historique approfondie de l'industrie publicitaire dans la Chine pré-communiste.
The emerging present is a fast-changing context for incumbent organizations, especially in market segments where online behavior is replacing physical proximity, and users engage with digital platforms for the acquisition of products and services.
Der Handel ist in Bewegung: Es entstehen neue Betriebsformen, Vertikalisten konkurrieren mit klassischen Handelsorganisationen, elektronische und stationäre Kanäle werden in Mehrkanalsystemen zusammengeführt, Internationalisierungskonzepte stehen auf dem Prüfstand, das Angebot von Handelsmarken wird differenzierter und neue Technologien werden eingesetzt.
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.
This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when using data to inform marketing strategy.
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.
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.
Der erfolgreiche B2B-Markenspezialist Jürgen Gietl zeigt, wie Sie erfolgreiche Marken schaffen: Kombinieren Sie Vernunft und Leidenschaft für lebendige, ausdrucksstarke Produkte und Leistungen.
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').
The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications.
Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships.
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.
Blog Schmog takes a look at the blogging phenomenon and its impact on politics, writing, marketing, public relations, publishing, journalism, and all other forms of communication.
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.
Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature.
Social marketing is a discipline unfamiliar to many policymakers, often confused with the more frequently applied and studied fields of social media, behavioral economics, or social change.
This textbook provides an overview of the core concepts, theories and methods in strategic communication, using examples from research and experiences from practice.
From the early days of radio through the rise of television after World War II to the present, music has been used more and more to sell goods and establish brand identities.
This book provides a systematic analysis of the law of sale of goods with reference to UK and Commonwealth authorities and relevant UK and EU legislation.
The man Business Week calls "e;the ultimate entrepreneur for the Information Age"e; explains "e;Permission Marketing"e;the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it.
Channel management has become one of the most important components of a firm's competitive strategy, with mistakes often costing companies millions--and channel managers their careers.
This book provides an explanation of nation branding theory and practice within the European context, exploring how countries build and manage their reputations globally.
The overall experience of the buying process ultimately determines whether consumers will pay money for a product or service: they weigh what they are purchasing with their responses to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more.
Distilling decades of leadership expertise into an effective framework, this is a practical guidebook for nonprofits around the globe, with practical recommendations for the urgently needed steps to make this a better world.
