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Author : Roger Barton
Publisher : Unknown
Page : 1136 pages
File Size : 43,6 Mb
Release : 1970
Category : Business & Economics
ISBN : UOM:35128000236057
Author : Roger Barton
Publisher : Unknown
Page : 128 pages
File Size : 52,7 Mb
Release : 1970
Category : Electronic
ISBN : LCCN:74009623
Author : Haemoon Oh
Publisher : Routledge
Page : 576 pages
File Size : 46,6 Mb
Release : 2009-11-04
Category : Business & Economics
ISBN : 9781136399978
This handbook consists of 19 chapters that critically review mainstream hospitality marketing research topics and set directions for future research efforts. Internationally recognized leading researchers provide thorough reviews and discussions, reviewing hospitality marketing research by topic, as well as illustrating how theories and concepts can be applied in the hospitality industry. The depth and coverage of each topic is unprecedented. A must-read for hospitality researchers and educators, students and industry practitioners.
Author : Roger A. Barton
Publisher : Unknown
Page : 128 pages
File Size : 44,8 Mb
Release : 1978
Category : Electronic
ISBN : OCLC:313285055
Author : Teresa Swartz,Dawn Iacobucci
Publisher : SAGE
Page : 538 pages
File Size : 53,6 Mb
Release : 2000
Category : Business & Economics
ISBN : 0761916121
This is a comprehensive, practical and theoretical guide to the latest thinking in the foundations of services. The authors present contributions from the world''s leading experts on services marketing and management.'
Author : Sean Brierley
Publisher : Routledge
Page : 288 pages
File Size : 51,5 Mb
Release : 2005-08-04
Category : Business & Economics
ISBN : 9781134842834
The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structures of the profession and examines the roles of all those involved in advertising including businesses, agencies, consultancies and media owners. The Advertising Handbook traces the development of advertising and examines the changes that have take taken place from its formative years through to today's period of rapid change: the impact of new media, the rise of the ad agency, industry mergers, the Internet and digital technologies, and the influence of the regulatory environment. The Advertising Handbook offers a theoretical understanding of the industry and it challenges many assumptions about advertising's power and authority. Thoroughly revised and updated, it examines why companies and organisations advertise, how they research markets, where and when they advertise, the principles and techniques of persuasion and how companies measure performance. The Advertising Handbook includes: Illustrations from a range of high-profile campaigns including Budweiser, Barnardo's, Benetton and Club 18-30 New and detailed 'workshop' exercises accompanying each chapter Case studies and profiles of ad agencies and key media players A revised and up-to-date glossary of key terms A guide to useful web and online resources
Author : Shintaro Okazaki
Publisher : Edward Elgar Publishing
Page : 577 pages
File Size : 40,5 Mb
Release : 2012-01-01
Category : Business & Economics
ISBN : 9781781001042
'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume.' – Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' – Subhash C. Jain, University of Connecticut, US The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.
Author : Gerard J Tellis,Tim Ambler
Publisher : SAGE
Page : 800 pages
File Size : 43,7 Mb
Release : 2007-10-24
Category : Business & Economics
ISBN : 9781473971561
′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Author : Robert W. Bly
Publisher : CCH Tax & Accounting
Page : 770 pages
File Size : 46,9 Mb
Release : 1999
Category : Business & Economics
ISBN : 0137571887
A desktop tool for marketing directors/managers, sales managers, product managers, advertising professionals, and anyone else involved in advertising management. The book shows how to plan, implement and manage an effective advertising programme.
Author : Barton A Weitz,Robin Wensley
Publisher : SAGE
Page : 618 pages
File Size : 41,8 Mb
Release : 2006-08-11
Category : Business & Economics
ISBN : 1412921201
The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
Author : Natalie Mizik,Dominique M. Hanssens
Publisher : Edward Elgar Publishing
Page : 712 pages
File Size : 50,5 Mb
Release : 2024-06-30
Category : Electronic
ISBN : 9781784716752
Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
Author : Edwin E. Bobrow,Mark David Bobrow
Publisher : Irwin Professional Publishing
Page : 528 pages
File Size : 43,5 Mb
Release : 1985
Category : Business & Economics
ISBN : UOM:39076000487939
Author : Nunkoo, Robin,Teeroovengadum, Viraiyan,Ringle, Christian M.
Publisher : Edward Elgar Publishing
Page : 392 pages
File Size : 42,7 Mb
Release : 2021-10-22
Category : Business & Economics
ISBN : 9781788976954
Taking a multidisciplinary approach, this comprehensive Handbook comprises contributions from international researchers of diverse educational and research backgrounds. Chapters present methodological issues within marketing research, sharing the researchers’ experiences of what does and does not work, as well as discussing challenges and avenues for innovation.
Author : Lilien, Gary L.,Petersen, Andrew J.,Wuyts, Stefan
Publisher : Edward Elgar Publishing
Page : 713 pages
File Size : 43,8 Mb
Release : 2022-07-15
Category : Business & Economics
ISBN : 9781800376878
This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.
Author : Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton
Publisher : Edward Elgar Publishing
Page : 529 pages
File Size : 44,5 Mb
Release : 2012
Category : Business & Economics
ISBN : 9781781005224
This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.
