The Sage Handbook Of Advertising

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The SAGE Handbook of Advertising

Gerard J Tellis,Tim Ambler
The SAGE Handbook of Advertising Book PDF

Author : Gerard J Tellis,Tim Ambler
Publisher : SAGE
Page : 512 pages
File Size : 45,6 Mb
Release : 2007-10-24
Category : Business & Economics
ISBN : 9781446265901

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The SAGE Handbook of Advertising by Gerard J Tellis,Tim Ambler Pdf

'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.

The SAGE Handbook of Social Media Marketing

Annmarie Hanlon,Tracy L. Tuten
The SAGE Handbook of Social Media Marketing Book PDF

Author : Annmarie Hanlon,Tracy L. Tuten
Publisher : SAGE
Page : 425 pages
File Size : 47,7 Mb
Release : 2022-06-16
Category : Business & Economics
ISBN : 9781529788433

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The SAGE Handbook of Social Media Marketing by Annmarie Hanlon,Tracy L. Tuten Pdf

Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media

The SAGE Handbook of Marketing Ethics

Lynne Eagle,Stephan Dahl,Patrick De Pelsmacker,Charles R. Taylor
The SAGE Handbook of Marketing Ethics Book PDF

Author : Lynne Eagle,Stephan Dahl,Patrick De Pelsmacker,Charles R. Taylor
Publisher : SAGE
Page : 975 pages
File Size : 55,9 Mb
Release : 2020-10-05
Category : Business & Economics
ISBN : 9781529738575

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The SAGE Handbook of Marketing Ethics by Lynne Eagle,Stephan Dahl,Patrick De Pelsmacker,Charles R. Taylor Pdf

The SAGE Handbook of Marketing Ethics draws together an exhaustive overview of research into marketing’s many ethical conundrums, while also promoting more optimistic perspectives on the ways in which ethics underpins organizational practices. Marketing ethics has emerged in recent years as the key and collective concern within the ever-divergent fields of marketing and consumer research. This handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions. PART 1: Foundations of Marketing Ethics PART 2: Theoretical and Research Approaches to Marketing Ethics PART 3: Marketing Ethics and Social Issues PART 4: Issues in Consumer Ethics PART 5: Ethical Issues in Specific Sectors PART 6: Ethical Issues in the Marketing Mix PART 7: Concluding Comments and Reflections

The SAGE Handbook of Marketing Theory

Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski
The SAGE Handbook of Marketing Theory Book PDF

Author : Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski
Publisher : SAGE
Page : 546 pages
File Size : 43,6 Mb
Release : 2009-12-04
Category : Business & Economics
ISBN : 9781446206980

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The SAGE Handbook of Marketing Theory by Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski Pdf

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.

The SAGE Handbook of Political Advertising

Lynda Lee Kaid,Christina Holtz-Bacha
The SAGE Handbook of Political Advertising Book PDF

Author : Lynda Lee Kaid,Christina Holtz-Bacha
Publisher : SAGE Publications
Page : 504 pages
File Size : 54,5 Mb
Release : 2006-06-14
Category : Political Science
ISBN : 9781452261546

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The SAGE Handbook of Political Advertising by Lynda Lee Kaid,Christina Holtz-Bacha Pdf

The SAGE Handbook of Political Advertising provides a comprehensive view of the role political advertising plays in democracies around the world. Editors Lynda Lee Kaid and Christina Holtz-Bacha, along with an international group of contributors, examine the differences as well as the similarities of political advertising in established and evolving democratic governments.

The SAGE Handbook of Social Marketing

Gerard Hastings,Kathryn Angus,Carol Bryant
The SAGE Handbook of Social Marketing Book PDF

Author : Gerard Hastings,Kathryn Angus,Carol Bryant
Publisher : SAGE
Page : 470 pages
File Size : 51,9 Mb
Release : 2011-11-15
Category : Business & Economics
ISBN : 9781446254479

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The SAGE Handbook of Social Marketing by Gerard Hastings,Kathryn Angus,Carol Bryant Pdf

For the first time, this benchmark handbook brings together a systematic framework and state-of-the-art thinking to provide complete coverage of the social marketing discipline. It presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by: - examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel; - discussing how these have been used in practice, emphasising emerging areas and recent innovations; and - setting the agenda for future research and development in the discipline. For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and post-graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems.

The SAGE Handbook of Propaganda

Paul Baines,Nicholas O′Shaughnessy,Nancy Snow
The SAGE Handbook of Propaganda Book PDF

Author : Paul Baines,Nicholas O′Shaughnessy,Nancy Snow
Publisher : SAGE
Page : 896 pages
File Size : 44,9 Mb
Release : 2019-11-25
Category : Social Science
ISBN : 9781526486233

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The SAGE Handbook of Propaganda by Paul Baines,Nicholas O′Shaughnessy,Nancy Snow Pdf

The SAGE Handbook of Propaganda unpacks the ever-present and exciting topic of propaganda to explain how it invades the human psyche, in what ways it does so, and in what contexts. As a beguiling tool of political persuasion in times of war, peace, and uncertainty, propaganda incites people to take, often violent, action, consciously or unconsciously. This pervasive influence is particularly prevalent in world politics and international relations today. In this interdisciplinary Handbook, the editors have gathered together a group of world-class scholars from Europe, America, Asia, and the Middle East, to discuss leadership propaganda, war propaganda, propaganda for peace marketing, propaganda as a psychological tool, terror-enhanced propaganda, and the contemporary topics of internet-mediated propaganda. Unlike previous publications on the subject, this book brings to the forefront current manifestations and processes of propaganda such as Islamist, and Far Right propaganda, from interdisciplinary perspectives. In its four parts, the Handbook offers researchers and academics of propaganda studies, peace and conflict studies, media and communication studies, political science and governance marketing, as well as intelligence and law enforcement communities, a comprehensive overview of the tools and context of the development and evolution of propaganda from the twentieth century to the present: Part One: Concepts, Precepts and Techniques in Propaganda Research Part Two: Methodological Approaches in Propaganda Research Part Three: Tools and Techniques in Counter-Propaganda Research Part Four: Propaganda in Context

Handbook of Marketing Scales

William O. Bearden,Richard G. Netemeyer
Handbook of Marketing Scales Book PDF

Author : William O. Bearden,Richard G. Netemeyer
Publisher : SAGE
Page : 568 pages
File Size : 42,8 Mb
Release : 1999-11-12
Category : Business & Economics
ISBN : 076191000X

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Handbook of Marketing Scales by William O. Bearden,Richard G. Netemeyer Pdf

A total of 192 multi-item scales, each presented in a consistent format, on topics such as individual behaviour, consumer psychology, values and attitudes are provided in this 2nd edition. A comprehensive index is included.

The SAGE Handbook of International Marketing

Masaaki Kotabe,Kristiaan Helsen
The SAGE Handbook of International Marketing Book PDF

Author : Masaaki Kotabe,Kristiaan Helsen
Publisher : SAGE
Page : 568 pages
File Size : 44,6 Mb
Release : 2009-01-05
Category : Business & Economics
ISBN : 9781446206737

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The SAGE Handbook of International Marketing by Masaaki Kotabe,Kristiaan Helsen Pdf

Over the past two decades; the nature of international marketing has faced huge change. Increasingly challenged with the unprecedented emergence of globally integrated, yet geographically scattered activities multinational marketing has had to respond accordingly. The SAGE Handbook of International Marketing brings together the fundamental questions and themes that have surfaced and promises to be an essential addition to the study of this critical subject area. In an internationally minded and detailed analysis, the contributors seek to examine the state of the art in research in international marketing, with particular emphasis on the conceptual framework and theory development in the field. Looking at new research, formative and fundamental literature and the nature of strategic alliance and global strategy, this timely and comprehensive handbook offers the reader a compelling examination of the central concerns of marketing for an international community.

The SAGE Handbook of Service-Dominant Logic

Stephen L. Vargo,Robert F. Lusch
The SAGE Handbook of Service Dominant Logic Book PDF

Author : Stephen L. Vargo,Robert F. Lusch
Publisher : SAGE
Page : 1237 pages
File Size : 50,5 Mb
Release : 2018-10-08
Category : Business & Economics
ISBN : 9781526455505

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The SAGE Handbook of Service-Dominant Logic by Stephen L. Vargo,Robert F. Lusch Pdf

Service-Dominant Logic presents a major paradigm shift in thinking about value creation and markets, moving from a ‘goods/product’ logic to a logic that treats the process of service provision as the basis of all exchange, both commercial and social. This timely Handbook brings together chapters written by a stellar cast of expert authors from around the globe, arranged around eleven core themes, to provide a comprehensive overview of key issues, developments, debates and potential future directions for this dynamic field of study: Part 1: Introduction and Background Part 2: Value Cocreation Part 3: Service Exchange Part 4: Service Ecosystems Part 5: Institutions and Institutional Arrangements Part 6: Resources and Resource Integration Part 7: Actors and Practices Part 8: Innovation Part 9: Midrange Theory Part 10: Selected Applications Part 11: Reflections and Prospects This Handbook is an essential reference text for scholars, students, consultants and advanced practitioners across a wide range of business & management practices and academic disciplines.

The SAGE Handbook of Digital Marketing

Annmarie Hanlon,Tracy L. Tuten
The SAGE Handbook of Digital Marketing Book PDF

Author : Annmarie Hanlon,Tracy L. Tuten
Publisher : SAGE
Page : 670 pages
File Size : 48,9 Mb
Release : 2022-06-10
Category : Business & Economics
ISBN : 9781529786460

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The SAGE Handbook of Digital Marketing by Annmarie Hanlon,Tracy L. Tuten Pdf

Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing

The SAGE Handbook of Media Studies

John D. H. Downing,Denis McQuail,Philip Schlesinger,Ellen Wartella
The SAGE Handbook of Media Studies Book PDF

Author : John D. H. Downing,Denis McQuail,Philip Schlesinger,Ellen Wartella
Publisher : SAGE Publications
Page : 641 pages
File Size : 48,9 Mb
Release : 2004-09-08
Category : Language Arts & Disciplines
ISBN : 9781452206646

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The SAGE Handbook of Media Studies by John D. H. Downing,Denis McQuail,Philip Schlesinger,Ellen Wartella Pdf

Media and communication research is a diverse and stimulating field of inquiry, not only in subject matter but also in purposes and methodologies. Over the past twenty years, and in step with the contemporary shift toward trans-disciplinarity, Media Studies has rapidly developed a very significant body of theory and evidence. Media Studies is here to stay and scholars in the discipline have a vital contribution to make. The SAGE Handbook of Media Studies surveys and evaluates the theories, practices, and future of the field. Editor John Downing and associate editors Denis McQuail, Philip Schlesinger, and Ellen Wartella have brought together a team of international contributors to provide a varied critical analysis of this intensely interesting field of study. The Handbook offers a comprehensive review within five interconnected areas: humanistic and social scientific approaches; global and comparative perspectives; the relation of media to economy and power; media users; and elements in the media mosaic ranging from media ethics to advertising, from popular music to digital technologies, and from Hollywood and Bollywood to alternative media. The contributors to The Handbook are from Australia, Austria, Britain, Canada, France, Guatemala, India, Japan, the Netherlands, South Korea, and the United States. Each contributor offers a unique perspective on topics broad in scope. The Handbook is an ideal resource for university media researchers, for faculty developing new courses and revising curricula, and for graduate courses in media studies. It is also a necessary addition to any academic library.

Handbook of Marketing

Barton A Weitz,Robin Wensley
Handbook of Marketing Book PDF

Author : Barton A Weitz,Robin Wensley
Publisher : SAGE
Page : 618 pages
File Size : 54,9 Mb
Release : 2006-08-11
Category : Business & Economics
ISBN : 1412921201

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Handbook of Marketing by Barton A Weitz,Robin Wensley Pdf

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.

How Advertising Works

John Philip Jones
How Advertising Works Book PDF

Author : John Philip Jones
Publisher : SAGE Publications, Incorporated
Page : 372 pages
File Size : 42,9 Mb
Release : 1998-06-17
Category : Business & Economics
ISBN : 0761912401

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How Advertising Works by John Philip Jones Pdf

John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.

The SAGE Handbook of Workplace Learning

Margaret Malloch
The SAGE Handbook of Workplace Learning Book PDF

Author : Margaret Malloch
Publisher : SAGE Publications
Page : 505 pages
File Size : 46,7 Mb
Release : 2010-10-04
Category : Business & Economics
ISBN : 9781847875891

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The SAGE Handbook of Workplace Learning by Margaret Malloch Pdf

This handbook provides an overview of workplace learning from a global perspective.