The Dentsu Way Secrets Of Cross Switch Marketing From The World S Most Innovative Advertising Agency

Author : Kotaro Sugiyama,Tim Andree
Publisher : McGraw Hill Professional
Page : 335 pages
File Size : 41,9 Mb
Release : 2010-12-10
Category : Business & Economics
ISBN : 9780071752787

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The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency by Kotaro Sugiyama,Tim Andree Pdf

The breakthrough marketing strategy from the world's most innovative advertising agency One of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it's being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu's Cross Switch model meets it head on. The Dentsu Way shares proven tactics for getting your message to consumers and creating "scenarios" to move them through calibrated Contact Points to meet whatever specific goal you set. This game-changing book: Explains Dentsu's 110-year history and unique service structure, as well as its broad range of business fields Introduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST Provides nine of Dentsu's newest original tools and analysis methods Gain broader, more meaningful customer involvement and penetrate more deeply than ever into your market by following the Dentsu Way.

Author : Ahmad Hudaiby Galih Kusumah,Cep Ubad Abdullah,Dewi Turgarini,Mamat Ruhimat,Oce Ridwanudin,Yeni Yuniawati
Publisher : Routledge
Page : 834 pages
File Size : 46,6 Mb
Release : 2021-04-23
Category : Business & Economics
ISBN : 9781000353563

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Promoting Creative Tourism: Current Issues in Tourism Research by Ahmad Hudaiby Galih Kusumah,Cep Ubad Abdullah,Dewi Turgarini,Mamat Ruhimat,Oce Ridwanudin,Yeni Yuniawati Pdf

The papers presented in this work cover themes such as sustainable tourism; ICT and tourism; marine tourism; tourism and education; tourism, economics, and finance; tourism marketing; recreation and sport tourism; halal & sharia tourism; culture and indigenous tourism; destination management; tourism gastronomy; politic, social, and humanities in tourism; heritage tourism; medical & health tourism; film induced tourism; community based tourism; tourism planning and policy; meeting, incentive, convention, and exhibition; supply chain management; hospitality management; restaurant management and operation; safety and crisis management; corporate social responsibility (CSR); tourism geography; disruptive innovation in tourism; infrastructure and transportation in tourism development; urban and rural tourism planning and development; community resilience and social capital in tourism. The 4th ISOT 2020 aimed at (1) bringing together scientists, researchers, practitioners, professionals, and students in a scientific forum and (2) having discussions on theoretical and practical knowledge about current issues in tourism. The keynote speakers contributing to this conference are those with expertise in tourism, either in an academic or industrial context.

Author : Rahmiati Aulia,Diani Apsari,Sri Maharani Budi Haswati,Hana Faza Surya Rusyda,Aisyi Syafikarani,Angelia Lionardi,Setiamurti Rahardjo,Ariesa Farida,Wibisono Tegar Guna Putra,Yelly Andriani Barlian
Publisher : Taylor & Francis
Page : 432 pages
File Size : 48,7 Mb
Release : 2022-09-19
Category : Technology & Engineering
ISBN : 9781000685275

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Embracing the Future: Creative Industries for Environment and Advanced Society 5.0 in a Post-Pandemic Era by Rahmiati Aulia,Diani Apsari,Sri Maharani Budi Haswati,Hana Faza Surya Rusyda,Aisyi Syafikarani,Angelia Lionardi,Setiamurti Rahardjo,Ariesa Farida,Wibisono Tegar Guna Putra,Yelly Andriani Barlian Pdf

By delivering the mindful writings from our selected authors, this book portrays one big idea: a new Human-Centered society that balances economics to resolve problems, especially in the use of an integrated area in cyberspace, physical space, and how it impacts the creative industries. Through The 8th Bandung Creative Movement, scholars from 15 Universities around the Asian and European countries have discussed this issue where Human-Centered society became the main consideration in the development. Three topics are presented to the readers. Firstly, "Sustainable Cities and Communities" explores the sub-fields that construct a more sustainable environment for society post-pandemic era, such as technologies, transportation, interior design, architecture, urban planning, etc. While "Art and Design: Recontextualization of Nusantara Tradition and Indigenous Culture" concerned the novel perspectives on recognizing cultural aspects that shape the face of creative industry, from cultural identity, visual and performing arts, pop culture to language and media. The last topic, "Changes and Dynamics in The Creative Industries," reviews the creative approach toward the industry's current trends, including marketplace, destination branding, or digital culture ecosystem. This book will enrich the mind of everybody who is an enthusiast of innovative research on creative industries, human-centered technologies, environmental design, and excellent society 5.0 post-pandemic era.

Author : Ratri Wulandari,Idhar Resmadi,Vika Haristianti,Rahmiati Aulia,Riky Taufik Afif,Gema Ari Prahara,Aulia Ibrahim Yeru
Publisher : Routledge
Page : 446 pages
File Size : 52,6 Mb
Release : 2021-08-25
Category : Computers
ISBN : 9781000441055

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Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution by Ratri Wulandari,Idhar Resmadi,Vika Haristianti,Rahmiati Aulia,Riky Taufik Afif,Gema Ari Prahara,Aulia Ibrahim Yeru Pdf

The 7th Bandung Creative Movement conference presented the theme "Dynamics of Industrial Revolution 4.0" which discussed how the digital world and connectivity changed human culture in various aspects of life, and transformed in accordance to human needs and social culture. Digital technology has transformed society to serve people from manufacturing needs to smart cities, from network connectivity to people connectivity. The application of information technology has helped in improving live quality and environmental sustainability. Digital transformation is revolutionizing how businesses and workers interconnect to be more productive and efficient. The result is improved collaboration, faster processes and time-to-market, lower costs and better products. Devices are getting smarter, meaning they are able to perform more and more tasks without human intervention; moreover, these devices generate data that provide insights to further improve processes and gain greater efficiencies. Moreover, with the Internet of Things (IoT), all these smart devices are interconnected in ways that not only help make them even smarter, but also enhances the intelligence of the overall system. Digital technology is a formidable driver for the transformation of a highly carbon-dependent world into one that is more ecologically ‘smart.’ We are entering a new era of environmental innovation that is driving better alignment between technology and environmental goals. Since its first announcement in 2011, industrial revolution 4.0 has dynamically changed and transformed to adjust itself to the human needs and to serve more efficiency and effectiveness of everyday life as well as environmental enhancement. The 7th Bandung Creative Movement has brought forward discussions on dynamic changes, ups and downs, innovations, relations of industrial revolution of the internet of thing, data, automation, to human physical world, new art and aesthetic, business, product innovation, built environment, and education.

Author : Mark Dodds,Kevin Heisey,Aila Ahonen
Publisher : Routledge
Page : 541 pages
File Size : 51,7 Mb
Release : 2017-09-13
Category : Business & Economics
ISBN : 9781317486527

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Routledge Handbook of International Sport Business by Mark Dodds,Kevin Heisey,Aila Ahonen Pdf

Contemporary sport business is international. From global sport competitions and events, sponsorship deals and broadcasting rights to labour markets and lucrative flows of tourists, anybody working in sport business today has to have an international perspective. This book offers the broadest and most in-depth guide to the key themes in international sport business today, covering every core area from strategy and marketing to finance, media and the law. Including authors from more than twenty countries spanning the Americas, Europe, Asia, Africa and Australia, this handbook addresses the most important issues in the world of sport business from a uniquely global perspective. Each chapter examines a particular cross-section of business and sport, encompassing all levels from grassroots to professional and elite. Divided into seven major subject areas, it offers insights from experts on: International Sport Business Strategy Sport Marketing Sport Economics and Finance International Sport Law Sport Media and Communication Sport Tourism Sport Development. The Routledge Handbook of International Sport Business is an essential resource for any course on sport business, sport management or international business.

Author : Muhammad Nawaz Tunio
Publisher : Springer Nature
Page : 254 pages
File Size : 52,7 Mb
Release : 2024-06-15
Category : Electronic
ISBN : 9783031527265

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Sustainability in Creative Industries by Muhammad Nawaz Tunio Pdf

Author : Bill Capodagli,Lynn Jackson
Publisher : McGraw Hill Professional
Page : 225 pages
File Size : 47,8 Mb
Release : 2009-12-18
Category : Business & Economics
ISBN : 9780071664370

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Innovate the Pixar Way: Business Lessons from the World’s Most Creative Corporate Playground by Bill Capodagli,Lynn Jackson Pdf

“Details how this playful organization provides a working environment that encourages imagination, inventiveness, and joyful collaboration. If you dream of creating a more positive climate in your company, this book might just make your dreams come true.” Ken Blanchard, coauthor of The One Minute Manager® and Helping People Win at Work Unleash Pixar-style creativity in any organization! Authors of the business classic The Disney Way, Bill Capodagli and Lynn Jackson take a behind-the-scenes look at the company built upon the “magic” of Disney. Readers of this concise and accessible book will learn how to apply Pixar’s secrets of success, which include the company’s ability to turn visions into clear directives and its remarkable focus on detail, which translates into products of the utmost quality. Other lessons include how to hire creative people and always challenging the status quo.

Author : John Warrillow
Publisher : Penguin
Page : 176 pages
File Size : 52,5 Mb
Release : 2011-04-28
Category : Business & Economics
ISBN : 9781101514115

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Built to Sell by John Warrillow Pdf

According to John Warrillow, the number one mistake entrepreneurs make is to build a business that relies too heavily on them. Thus, when the time comes to sell, buyers aren't confident that the company-even if it's profitable-can stand on its own. To illustrate this, Warrillow introduces us to a fictional small business owner named Alex who is struggling to sell his advertising agency. Alex turns to Ted, an entrepreneur and old family friend, who encourages Alex to pursue three criteria to make his business sellable: * Teachable: focus on products and services that you can teach employees to deliver. * Valuable: avoid price wars by specialising in doing one thing better than anyone else. * Repeatable: generate recurring revenue by engineering products that customers have to repurchase often.

Author : Kamran Kashani,Jean-Pierre Jeannet,Jacques Horovitz,Sean Meehan,Adrian Ryans,Dominique Turpin,John Walsh
Publisher : John Wiley & Sons
Page : 324 pages
File Size : 51,9 Mb
Release : 2005-09-27
Category : Business & Economics
ISBN : 9780470015445

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Beyond Traditional Marketing by Kamran Kashani,Jean-Pierre Jeannet,Jacques Horovitz,Sean Meehan,Adrian Ryans,Dominique Turpin,John Walsh Pdf

This book aims to be what every marketing manager needs to know about marketing in today?s competitive markets. The idea was born out of repeated comments from IMD clients that there were gaps in the ?classic? literature where innovations in practice had moved ahead of the discipline at an academic level. Each chapter takes a subject that can be defined as being new or relatively new (for instance value chain marketing, marketing through collaboration with customers, and two-way brand building) and illustrates how new thinking has led to innovations in practice. The book is full of examples of real-world companies who have dealt effectively with the emerging issues, and others who have not. Each chapter ends with managerial highlights and actionable summaries.

Author : Robert Passikoff
Publisher : John Wiley & Sons
Page : 256 pages
File Size : 41,5 Mb
Release : 2006-12-15
Category : Business & Economics
ISBN : 9780470088791

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Predicting Market Success by Robert Passikoff Pdf

Praise for Predicting Market Success "Predicting Market Success has come at the right time for major companies. The value of understanding the dimensions of your brand's unique appeal and strength of preference is indispensable for brand strategy today. This book is well worth your time." —Joseph T. Plummer, Chief Research OfficerThe Advertising Research Foundation "In the competitive world of branding, understanding what drives consumer loyalty is the cornerstone of a brand's continued success. Passikoff's market-driven insights on how to obtain, analyze, and utilize loyalty metrics will help you make strategic, brand-enhancing decisions." —Seth M. Siegel, Cochairman, The Beanstalk Group "Passikoff is the guy who can explain to me why people buy certain things from certain companies, even though other things by other companies seem just as good. With his great feel for pop culture and almost philosophical outlook, he understands what makes consumers tick-and stick." —Lenore Skenazy, syndicated columnist "Loyalty is a key component of the strength of a brand and brand equity, and Passikoff understands loyalty like few others. In this book, he captures the essence of loyalty and branding in a practical way-showing how loyalty drives profitability." —Erich Joachimsthaler, Chairman, Vivaldi Partners "If you want a business book that will make you feel justified, complimented, and comfortable, don't read this. If you want a book to challenge your beliefs about brand marketing right down to the core, you can't afford not to." —John Gaffney, Executive Editor, Peppers & Rogers Group

Author : David A. Aaker
Publisher : John Wiley & Sons
Page : 400 pages
File Size : 53,7 Mb
Release : 2011-01-25
Category : Business & Economics
ISBN : 9780470613580

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Brand Relevance by David A. Aaker Pdf

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

Author : Mark Tungate
Publisher : Kogan Page Publishers
Page : 316 pages
File Size : 45,6 Mb
Release : 2007
Category : Business & Economics
ISBN : 0749448377

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Adland by Mark Tungate Pdf

Adland is a ground-breaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media - podcasting, text messaging and interactive campaigns. Adland focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as Phil Dusenberry and George Lois. Exploring the roots of the advertising industry in New York and London, and going on to cover the emerging markets of Eastern Europe, Asia and Latin America, Adland offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future.

Author : Nigel F. Piercy
Publisher : Routledge
Page : 780 pages
File Size : 50,6 Mb
Release : 2012-05-04
Category : Business & Economics
ISBN : 9781136379178

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Market-Led Strategic Change by Nigel F. Piercy Pdf

The third edition of Market-Led Strategic Change builds on the massive success of the previous two editions, popular with lecturers and students alike, presenting an innovative approach to solving an old problem: making marketing happen! In his witty and direct style, Nigel Piercy has radically updated this seminal text, popular with managers, students, and lecturers alike, to take into account the most recent developments in the field. With a central focus on customer value and creative strategic thinking, he fully evaluates the impact of electronic business on marketing and sales strategy, and stresses the goal of totally integrated marketing to deliver superior customer value. "Reality Checks" throughout the text challenge the reader to be realistic and pragmatic. The book confronts the critical issues now faced in strategic marketing: · escalating customer demands driving the imperative for superior value · totally integrated marketing to deliver customer value · the profound impact of electronic business on customer relationships · managing processes like planning and budgeting to achieve effective implementation At once pragmatic, cutting-edge and thought-provoking, Market-Led Strategic Change is essential reading for all managers, students and lecturers seeking a definitive guide to the demands and challenges of strategic marketing in the 21st century.

Author : Mark Horn
Publisher : Simon and Schuster
Page : 544 pages
File Size : 47,5 Mb
Release : 2020-01-07
Category : Body, Mind & Spirit
ISBN : 9781620559314

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Tarot and the Gates of Light by Mark Horn Pdf

An innovative, spiritual workbook that integrates the Tarot and the Kabbalistic tradition of Counting the Omer • Explores the origins and meaning of the 49-day Kabbalistic meditative practice of Counting the Omer and how it can lead to spiritual revelation, personal insight, and connection with the Divine • Reveals the correspondence of the Tarot’s minor arcana with the Sephirot of the Tree of Life and explains how both relate to the Omer meditation • Provides a daily practice workbook that explores the related Sephirot and Tarot cards for each day, examines their Kabbalistic and spiritual meanings, and provides questions for daily reflection and meditation guidance The 49-day mystical practice known as Counting the Omer is an ancient Jewish ritual observed between the holidays of Passover and Shavuot (also known as Pentecost). As practiced by Kabbalists, it is designed to cleanse and purify the soul in preparation for spiritual revelation and a personal connection with God. The ritual creates a spiritual inner journey that follows the path of the ancient Israelites from the moment of their physical freedom from slavery in Egypt to the establishment of their spiritual freedom forty-nine days later when they arrived at Mt. Sinai. Adeptly integrating this mystical practice with the transformative symbolism of the Tarot, Mark Horn uses the ritual of Counting the Omer as a template for a guided meditative practice that gives readers insight into their personal life journey and help in overcoming the issues that hinder their growth and spiritual awakening. Examining the correspondence of the Tarot’s minor arcana with the Sephirot of the Kabbalistic Tree of Life, he shows how using the cards in connection with Counting the Omer can unlock the gates to a deep experience of the sacred. In the detailed daily practice workbook section, Horn provides day-by-day descriptions of the 49-day meditative practice of Counting the Omer. He divides the journey into seven week-long segments, which in turn are broken down into seven daily practices. For each day, he explains the related Sephirot and Tarot cards and their Kabbalistic and spiritual meanings, providing the reader with questions for daily reflection, guidance for meditation, and insight from traditional Jewish texts as well as teachings from Christian, Buddhist, Hindu, and Muslim traditions. Unveiling the relationship between Tarot and the Kabbalah, Horn shows readers how uniting these two practices can open them to a deeper experience of the Divine.

Author : Chris Hackley,Rungpaka Amy Hackley
Publisher : SAGE
Page : 330 pages
File Size : 41,7 Mb
Release : 2021-01-27
Category : Business & Economics
ISBN : 9781529756142

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Advertising and Promotion by Chris Hackley,Rungpaka Amy Hackley Pdf

Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives. Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include: Two brand new chapters on Social Media Advertising and Digital Advertising Commentary on how the COVID-19 pandemic has and will impact advertising The evolving role of advertising agencies in the post digital era Emerging forms of advertising and promotion, including the role of influencers