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Author : Neil Hopper Borden
Publisher : Unknown
Page : 906 pages
File Size : 54,5 Mb
Release : 1932
Category : Advertising
ISBN : IND:30000113400166
Author : Luiz Moutinho,Charles S Chien
Publisher : SAGE
Page : 337 pages
File Size : 42,8 Mb
Release : 2007-12-12
Category : Business & Economics
ISBN : 9781849202626
Fully revised and updated, Problems in Marketing includes over 50 new problems. This varied and challenging collection of problems has been written as a learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management. Problems begin with a full introduction to the concept followed by explicit instructions for solving them. This leads directly to a series of discussion questions to further enhance the application of each problem. Solutions are also available to lecturers by clicking on the companion website logo above.
Author : Vesna Zabkar,Martin Eisend
Publisher : Springer
Page : 293 pages
File Size : 47,8 Mb
Release : 2017-06-15
Category : Business & Economics
ISBN : 9783658187316
This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents.
Author : Kara Chan
Publisher : City University of HK Press
Page : 216 pages
File Size : 49,6 Mb
Release : 2016-12-01
Category : Electronic
ISBN : 9789629372835
Advertising is something which we are exposed to from a young age and which can affect us in many different ways. Centered around the question “Does advertising improve society?” this volume explores the impact and issues of advertising and questions its social responsibility, with a focus on Hong Kong society. The collection of essays offers a broad view of the interaction between society and advertising, from an introduction to semiotic studies, exploring the use of gender stereotypes to the employment of brand placement as a new form of product promotion. Written by professors of advertising with experience from both within the industry and from international research, this is a senior level textbook designed to augment any studies in advertising, marketing, public relations or media studies.
Author : Melvin Thomas Copeland
Publisher : Unknown
Page : 803 pages
File Size : 49,9 Mb
Release : 1925
Category : Advertising
ISBN : OCLC:271785068
Author : Adrian Mackay
Publisher : Routledge
Page : 400 pages
File Size : 47,5 Mb
Release : 2007-03-30
Category : Business & Economics
ISBN : 9781136372469
The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made.
Author : Anonim
Publisher : Unknown
Page : 0 pages
File Size : 49,6 Mb
Release : 1931
Category : Advertising
ISBN : OCLC:1436134671
Author : Charles J. Dirksen,Arthur Kroeger
Publisher : McGraw-Hill/Irwin
Page : 688 pages
File Size : 43,6 Mb
Release : 1973
Category : Advertising
ISBN : UOM:39076005831180
Author : Steven H. Star
Publisher : McGraw-Hill Companies
Page : 870 pages
File Size : 45,5 Mb
Release : 1977
Category : Marketing
ISBN : UOM:39076005253658
Author : Anonim
Publisher : Unknown
Page : 243 pages
File Size : 47,6 Mb
Release : 1972
Category : Electronic
ISBN : OCLC:249694188
Author : Gupta Ruchi
Publisher : S. Chand Publishing
Page : 402 pages
File Size : 42,8 Mb
Release : 2012
Category : Business & Economics
ISBN : 9788121940016
Introduction To Adverstising | Role Of Advestising In Marketing Mix | Advertising As A Communicaion Tool | Types Of Advertising | Advestising Campaign | Advestising Objectives | Advertising Budget | Advertising Message Decisions | Creative Side Of Advertising | Advertising Appeals | Celebrity Endorsements | Mascots | Media Decisons | Types Of Media | Online Advertising | Measuring Advertising Effectiveness | Advertising Agncies | Legal Aspects Of Advertising In India | Ethical Issues In Advertising | Advertising Standards Council Of India | Surrogate Advertising In India | Comparative Advertising In India | Additional Case Studies | Advertising Glossary
Author : Helen Ringrow
Publisher : Springer
Page : 118 pages
File Size : 52,9 Mb
Release : 2016-09-28
Category : Language Arts & Disciplines
ISBN : 9781137557988
This book offers a cross-cultural comparison of French and British cosmetics advertisements and explores how the discourse of beauty advertising represents ideas about femininity in French and English language contexts. As the global beauty industry expands and consumers become more critical of the claims made, the topic of cosmetics advertising discourse is examined using Feminist Critical Discourse Analysis. One common theme underlying most cosmetics advertising discourse is that the female body always requires ‘work’ to fix its ‘problems’: flat skin, dry hair, and so on. The author uses themes of language and gender, media and identity, and advertising across cultures to expose exactly what is going on in the language of cosmetics advertising and to offer a first step towards challenging these ideas and thinking about alternatives.
Author : V. Kumar,Werner Reinartz
Publisher : Springer
Page : 411 pages
File Size : 42,9 Mb
Release : 2018-05-15
Category : Business & Economics
ISBN : 9783662553817
This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title “CRM at Work” all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain.
Author : Suresh P. Sethi
Publisher : Springer
Page : 565 pages
File Size : 45,7 Mb
Release : 2018-11-28
Category : Business & Economics
ISBN : 9783319982373
This fully revised 3rd edition offers an introduction to optimal control theory and its diverse applications in management science and economics. It brings to students the concept of the maximum principle in continuous, as well as discrete, time by using dynamic programming and Kuhn-Tucker theory. While some mathematical background is needed, the emphasis of the book is not on mathematical rigor, but on modeling realistic situations faced in business and economics. The book exploits optimal control theory to the functional areas of management including finance, production and marketing and to economics of growth and of natural resources. In addition, this new edition features materials on stochastic Nash and Stackelberg differential games and an adverse selection model in the principal-agent framework. The book provides exercises for each chapter and answers to selected exercises to help deepen the understanding of the material presented. Also included are appendices comprised of supplementary material on the solution of differential equations, the calculus of variations and its relationships to the maximum principle, and special topics including the Kalman filter, certainty equivalence, singular control, a global saddle point theorem, Sethi-Skiba points, and distributed parameter systems. Optimal control methods are used to determine optimal ways to control a dynamic system. The theoretical work in this field serves as a foundation for the book, which the author has applied to business management problems developed from his research and classroom instruction. The new edition has been completely refined and brought up to date. Ultimately this should continue to be a valuable resource for graduate courses on applied optimal control theory, but also for financial and industrial engineers, economists, and operational researchers concerned with the application of dynamic optimization in their fields.
Author : Sukki Yoon,Sangdo Oh
Publisher : Routledge
Page : 170 pages
File Size : 54,5 Mb
Release : 2018-10-11
Category : Business & Economics
ISBN : 9781315392523
In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example, recycling promotions. Critics argue, however, that for-profit advertisers who endorse social responsibility are inherently serving commercial purposes and diluting the value of socially responsible advertising. Scholars in many fields—advertising, marketing, communications, and psychology—explore ways to encourage consumers, companies, and policymakers to adopt socially responsible behaviours, and to provide theoretical and practical insights regarding effective applications of pro-social and pro-environmental marketing messages. This book comprises ten chapters that contribute to advertising theory, research, and practice by providing an overview of current and diverse research that compares, contrasts, and reconciles conflicting views regarding social and environmental advertising; uncovering individual differences in perception of advertising messages and their consequences for social and environmental behaviours; reconciling societal and business interests; identifying a message factor that determines eco-friendly behaviours; and identifying source factors that enhance and weaken advertising effectiveness. This book was originally published as a special issue of the International Journal of Advertising.