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"A complete and well-organized textbook on advertising"Educational
Book Review Principles of Advertising: A Global Perspective, Second
Edition updates the classic first edition of this exceptional
classroom resource, selected as one of CHOICE magazine's
Outstanding Academic Titles for 1999. Ideal for use as an
introductory textbook, the book presents an integrated marketing
approach that's essential for keeping up with the changing world of
contemporary advertising, and reflects the authors' expertise not
just in advertising, but also in the larger field of integrated
marketing communications. The new edition of the book examines the
environment in the advertising industry following the terrorist
attacks on Sept. 11, 2001, as well as market segmentation, target
marketing, product positioning, buyer behavior, legal and political
concerns, the creative aspects of advertising, and much more.
Principles of Advertising: A Global Perspective, Second Edition
equips instructorsand their studentswith the fundamental elements
of the field with emphasis on ethical issues. The book includes a
foreword by Don E. Schultz of Northwestern University's Integrated
Marketing Communication program and provides insights into
effective local, national, and global integrated marketing
strategies for print, electronic, and online advertising. This
updated edition maintains the original format for each chapter of
featuring Global Perspectives, Ethics Tracks, and short
commentaries from practitioners in various fields, and adds 24 new
illustrations and more recent examples of now-famous advertising
campaigns. New material presented in Principles of Advertising: A
Global Perspective, Second Edition includes: the benefits of a
graduate degree client-agency relationships targeting the middleman
marketing to men Janet Jackson exposed pop-up ads marketing
cosmetic surgery advertising as programming controversial campaigns
behavioral targeting or online stalking? Principles of Advertising:
A Global Perspective, Second Edition examines new theories, new
technologies, well-known advertising campaigns, and cultural
considerations for advertising in foreign markets to give your
students current and proven information on the changing world of
advertising.
"A complete and well-organized textbook on advertising"Educational
Book Review Principles of Advertising: A Global Perspective, Second
Edition updates the classic first edition of this exceptional
classroom resource, selected as one of CHOICE magazine's
Outstanding Academic Titles for 1999. Ideal for use as an
introductory textbook, the book presents an integrated marketing
approach that's essential for keeping up with the changing world of
contemporary advertising, and reflects the authors' expertise not
just in advertising, but also in the larger field of integrated
marketing communications. The new edition of the book examines the
environment in the advertising industry following the terrorist
attacks on Sept. 11, 2001, as well as market segmentation, target
marketing, product positioning, buyer behavior, legal and political
concerns, the creative aspects of advertising, and much more.
Principles of Advertising: A Global Perspective, Second Edition
equips instructorsand their studentswith the fundamental elements
of the field with emphasis on ethical issues. The book includes a
foreword by Don E. Schultz of Northwestern University's Integrated
Marketing Communication program and provides insights into
effective local, national, and global integrated marketing
strategies for print, electronic, and online advertising. This
updated edition maintains the original format for each chapter of
featuring Global Perspectives, Ethics Tracks, and short
commentaries from practitioners in various fields, and adds 24 new
illustrations and more recent examples of now-famous advertising
campaigns. New material presented in Principles of Advertising: A
Global Perspective, Second Edition includes: the benefits of a
graduate degree client-agency relationships targeting the middleman
marketing to men Janet Jackson exposed pop-up ads marketing
cosmetic surgery advertising as programming controversial campaigns
behavioral targeting or online stalking? Principles of Advertising:
A Global Perspective, Second Edition examines new theories, new
technologies, well-known advertising campaigns, and cultural
considerations for advertising in foreign markets to give your
students current and proven information on the changing world of
advertising.
RE:Think Innovation makes coming up with great ideas everybody's
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