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Author : John J. Burnett
Publisher : Unknown
Page : 648 pages
File Size : 50,8 Mb
Release : 1984
Category : Business & Economics
ISBN : IND:39000008161064
Author : John R. Rossiter,Larry Percy
Publisher : Unknown
Page : 640 pages
File Size : 42,7 Mb
Release : 1998
Category : Advertising
ISBN : 0071155147
This edition of this bestselling advertising and promotion management text contains a wealth of radically new material, although it is still based on the highly-regarded Rossiter and Percy framework. It is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates taking descriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.
Author : Terence A. Shimp
Publisher : Unknown
Page : 732 pages
File Size : 40,9 Mb
Release : 1993
Category : Business & Economics
ISBN : 0030767482
Author : John R. Rossiter,Larry Percy
Publisher : McGraw-Hill Companies
Page : 680 pages
File Size : 44,9 Mb
Release : 1987
Category : Business & Economics
ISBN : UVA:X001219559
Author : Rossiter,Larry Percy
Publisher : McGraw-Hill Companies
Page : 649 pages
File Size : 40,8 Mb
Release : 1988-05-01
Category : Advertising
ISBN : 0070539081
Author : Robert J. Eng,Morton Galper
Publisher : Prentice Hall
Page : 324 pages
File Size : 46,5 Mb
Release : 1988
Category : Business & Economics
ISBN : IND:39000008373313
Author : Paul Farris,John A. Quelch
Publisher : Krieger Publishing Company
Page : 301 pages
File Size : 55,6 Mb
Release : 1987-01-01
Category : Business & Economics
ISBN : 0894642618
This study aims to provide a nontechnical introduction to the task of advertising and promotions management, developed primarily for the benefit of marketing managers, and students on business courses. It includes the planning and supervision of advertising and promotion activities.
Author : SPCK Publishing,Terence A. Shimp
Publisher : Unknown
Page : 682 pages
File Size : 41,8 Mb
Release : 1993
Category : Communication in marketing
ISBN : 0030974895
Author : John A. Quelch
Publisher : Unknown
Page : 376 pages
File Size : 40,7 Mb
Release : 1989
Category : Business & Economics
ISBN : UOM:35128000979581
Author : George E. Belch,Michael A. Belch
Publisher : Unknown
Page : 770 pages
File Size : 54,7 Mb
Release : 1990
Category : Advertising
ISBN : 0256098697
Author : S. A. Chunawalla
Publisher : Unknown
Page : 0 pages
File Size : 45,5 Mb
Release : 2008
Category : Advertising
ISBN : 9350440962
Between the covers, the book discusses the entire marketing communication package consisting of advertising, publicity, public relations, direct marketing and sales promotion. Apart from mass communication, person-to-person communication in the form of personal selling is also covered in sufficient details. The role of media and media planning has been elaborated. The working of advertising agencies too has been covered. Advertising copywriting both for print media and electronic media has been discussed. In short, this book is a very useful companion for those interested in advertising, commu.
Author : John H. Murphy,Liza S. Delewis
Publisher : Unknown
Page : 602 pages
File Size : 41,7 Mb
Release : 2019-09-30
Category : Electronic
ISBN : 1524992836
Author : Michael Solomon
Publisher : Flat World Knowledge
Page : 316 pages
File Size : 53,6 Mb
Release : 2009
Category : Advertising
ISBN : 9780982043028
Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look "behind the curtain" - even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University.
Author : George Edward Belch,Michael A. Belch
Publisher : McGraw-Hill/Irwin
Page : 840 pages
File Size : 52,7 Mb
Release : 1995
Category : Business & Economics
ISBN : 0256136963
Author : Michael R. Czinkota,Masaaki Kotabe,Demetris Vrontis,S. M. Riad Shams
Publisher : Springer Nature
Page : 901 pages
File Size : 41,8 Mb
Release : 2021-08-24
Category : Business & Economics
ISBN : 9783030669164
This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application. Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include: The Manager’s Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion. Marketing in Action: These sections ask students to apply concepts and theories to actual business situations. Web Exercises: These mini sections provide students with real world issues and suggest websites for more information. In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities.
