Marketing

Pages: 448,
Specialty: Marketing,
Publisher: Oxford UP,
Publication Year: 2016,
Cover: Paperback,
Dimensions: 130x194x30mm

A Dictionary of Marketing is an accessible and wide-ranging A-Z, providing over 2,600 entries on topics spanning terms for traditional marketing techniques (from strategy, positioning, segmentation, and branding, to all aspects of marketing planning, research, and analysis), as well as leading marketing theories and concepts. Both classic and modern marketing techniques are covered. Entries reflect modern changes in marketing practice, including the use of digital and multi media, the impact of the world wide web on advertising, and the increased influence of social media, search engine optimization, and global marketing. Also included is a time line of the development of marketing as a discipline and the key events that impacted the development, as well as over 100 relevant web links, accessed and updated via a companion website. In addition, the main appendix provides greater depth on the subject, including advertising and brand case studies with a strong international focus. These are arranged thematically, e.g. automobile industry, food and drink, luxury goods, and focus on iconic brands, marketing campaigns, and slogans of the 20th century that have permeated our collective consciousness, exploring how the ideas defined in the main text of the book have been utilised successfully in practice across the globe. This dictionary is an indispensable resource for students of marketing and related disciplines, as well as a practical guide for professional practitioners.

Weight: 0.4 KG
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Pages: 352,
Specialty: Marketing,
Publisher: Pearson,
Publication Year: 2015,
Cover: Paperback,
Dimensions: 191x233x12mm

For graduate and undergraduate courses in marketing management. A Succinct Guide to 21st Century Marketing Management Framework for Marketing Management is a concise, streamlined version of Kotler and Keller's fifteenth edition of Marketing Management, a comprehensive look at marketing strategy. The book's efficient coverage of current marketing management practices makes for a short yet thorough text that provides the perfect supplement for incorporated simulations, projects, and cases. The Sixth Edition approaches the topic of marketing from a current standpoint, focusing its information and strategy on the realities of 21st century marketing. Individuals, groups, and companies alike can modernize their marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive text.show more

Weight: 0.52 KG
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Pages: 232,
Specialty: Marketing,
Publisher: Taylor & Francis,
Publication Year: 2017,
Cover: Paperback,
Dimensions: 191x235x19.05mm

Advanced Public Speaking: A Leader's Guide is a comprehensive textbook designed to serve as a speech-making reference for upper-level undergraduate students. Now in its second edition, this volume offers brand new classroom-tested chapter assignments, updated examples, and new content on speaking to international and remote audiences. An instructor's manual and test bank are available for download on the book's companion website, offering everything from guidance in constructing a syllabus, to lecture suggestions, to classroom activities. This student-engagement focused and flexible text offers students the opportunity to increase their speaking abilities across a variety of more specific and complex contexts.show more

Weight: 0.43 KG
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Pages: 880,
Specialty: Marketing,
Publisher: McGraw-Hill,
Publication Year: 2005,
Cover: Hardback,
Dimensions: 226.06x279.4x45.72mm

In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a big picture approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today's business world, one must recognise how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.show more

Weight: 1.47 KG
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Specialty: Marketing,
Publisher: Cengage,
Publication Year: 2014

Weight: 0.55 KG
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Pages: 232,
Specialty: Marketing,
Publisher: Taylor & Francis,
Publication Year: 2018,
Cover: Paperback,
Dimensions: 171x248x19mm

The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today. This Fourth Edition explores the growing significance of: the influence of `Big Data' and automation in digital advertising; tracking and profiling users across digital communications for targeted and personalised marketing communications; the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content; the dynamic shifts in ad spending and media-advertising relationships across legacy media, online and social media; and the complex profile of consumer behaviour that produces new challenges for brands and branding. Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students. show more

Weight: 0.45 KG
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Pages: 240,
Specialty: Marketing,
Publisher: Taylor & Francis,
Publication Year: 2015,
Cover: Hardback,
Dimensions: 177.8x248.92x20.32mm

Advertising: Critical Approaches explores a broad range of critical theories and perspectives to shed new light on the organisation, workings and effects of the advertising industry today. Chris Wharton presents the social, cultural and economic role of advertising across history, with chapters tracking the process of advertising from production to reception. Split into three sections covering Foundations, Frameworks and Applications, the book's chapters explore a range of areas central to an insight into the development of modern advertising, including: * advertising history * cultural, critical and political economy approaches to advertising * texts in advertising * the reception of advertising * advertising in the home and outdoor advertising * consumer culture. Case studies explore the diversity in the uses of advertising throughout history, from Ostia and the Square of the Corporations in the ancient Roman world to the UK Border Agency's 'Go Home' campaign and contemporary City branding throughout Europe. Assessing the impact of the works of key critical thinkers including Marx, Morris, Lyotard, Barthes, Saussure, Williams and Hall have had on our understanding of consumption and advertising's societal impact, Advertising: Critical Approaches illuminates and enhances our understanding and engagement with one of the most vital cultural and economic forces in contemporary society.

Weight: 0.43 KG
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Pages: 424,
Specialty: Marketing,
Publisher: Taylor & Francis,
Publication Year: 2019,
Cover: Paperback,
Dimensions: 171x248x29mm

This book, originally published in Dutch, provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with identifying the value proposition, it moves on to the situational analysis that underpins the corporate strategy, and finally details the overall implementation and creation of a customer and brand values. Applied Strategic Marketing equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy. With a broad range of international case studies that bring the theory to life, this well-renowned and updated translation is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process. show more

Weight: 0.85 KG
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Pages: 624,
Specialty: Marketing,
Publisher: Cengage,
Publication Year: 2006,
Cover: Hardback,
Dimensions: 214x272x24mm

Weight: 1.26 KG
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