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Combining seminal papers on marketing communications with incisive
commentary and overviews from the editors, case studies and student
question and answer sections, this text provides a uniquely global
perspective on this topical subject. It can be used as a supplement
to textbooks on marketing communications, or as an excellent
stand-alone text to give greater instruction and insight into key
elements of the twenty-first century promotional mix. Providing a
one-stop reference for all those studying marketing communications,
this reader tackles the subject from an international perspective.
Each chapter is introduced by one of the four editors, each editor
being from a different core geographic area - the USA, the Pacific
Rim, mainland Europe, and the UK. At the end of each paper
questions are posed to test the student readers. Academically
rigorous, this essential book contributed to by recognized experts
will be a valuable reference for undergraduates and graduates of
marketing, communications, business and management.
Combining seminal papers on marketing communications with incisive
commentary and overviews from the editors, case studies and student
question and answer sections, this text provides a uniquely global
perspective on this topical subject. It can be used as a supplement
to textbooks on marketing communications, or as an excellent
stand-alone text to give greater instruction and insight into key
elements of the twenty-first century promotional mix. Providing a
one-stop reference for all those studying marketing communications,
this reader tackles the subject from an international perspective.
Each chapter is introduced by one of the four editors, each editor
being from a different core geographic area - the USA, the Pacific
Rim, mainland Europe, and the UK. At the end of each paper
questions are posed to test the student readers. Academically
rigorous, this essential book contributed to by recognized experts
will be a valuable reference for undergraduates and graduates of
marketing, communications, business and management.
Corporate Communications is now in the success of companies and organizations. Raising the Corporate Umbrella is a review of the key issues that are critical to master if your corporate communications and public relations strategy is to be a success. The authors introduce the theoretical framework necessary to analyzing corporate communications strategies, but throughout they draw also on the experiences and opinions of leading practitioners worldwide and provide clear practical guidelines for successful implementation. Cases and examples from internationally recognized companies, such as Body Shop, Texaco, Johnson & Johnson, iMAC, BP Oil, and British Airways keep the style lively and relevant. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organizations.
Almost every advertising, promotion, or marketing communications
textbook is based on an inside-out approach, focusing on what the
marketer wants to communicate to customers and prospects. This text
takes a different view - that the marketer and the customer build
the ongoing brand value together. Rather than the marketer trying
to 'sell', the role of the marketer is to help customer buy. To do
that, a customer view is vital and customer insight is essential.
Customer insights allow the marketer to understand which audiences
are important for a product, what delivery forms are appropriate,
and what type of content is beneficial. "Building Customer-Brand
Relationships" is themed around the four key elements marketing
communicators use in developing programs - audiences, brands,
delivery, and content - but provides an innovative approach to
marketing communications in the 'push-pull' marketplace that
combines traditional outbound communications (advertising, sales
promotion, direct marketing, and PR) with the inbound or 'pull'
media of Internet, mobile communications, social networks, and
more. Its 'customer-centric' media planning approach covers media
decision before dealing with creative development, and emphasizes
measurement and accountability. The text's concepts have been used
successfully around the world, and can be adapted and adjusted to
any type of product or service.
Almost every advertising, promotion, or marketing communications
textbook is based on an inside-out approach, focusing on what the
marketer wants to communicate to customers and prospects. This text
takes a different view - that the marketer and the customer build
the ongoing brand value together. Rather than the marketer trying
to 'sell', the role of the marketer is to help customer buy. To do
that, a customer view is vital and customer insight is essential.
Customer insights allow the marketer to understand which audiences
are important for a product, what delivery forms are appropriate,
and what type of content is beneficial. "Building Customer-Brand
Relationships" is themed around the four key elements marketing
communicators use in developing programs - audiences, brands,
delivery, and content - but provides an innovative approach to
marketing communications in the 'push-pull' marketplace that
combines traditional outbound communications (advertising, sales
promotion, direct marketing, and PR) with the inbound or 'pull'
media of Internet, mobile communications, social networks, and
more. Its 'customer-centric' media planning approach covers media
decision before dealing with creative development, and emphasizes
measurement and accountability. The text's concepts have been used
successfully around the world, and can be adapted and adjusted to
any type of product or service.
Corporate communications are now hugely important in the success of
companies and organisations. Using cases and examples from
companies such as The Body Shop, Texaco, Johnson & Johnson, BP
Oil & British Airways the authors introduce the framework
necessary to analyse corporate communications strategies and
provide clear practical guidelines for successful implementation. A
must for anyone involved in corporate communications, public
relations or public affairs, especially those working in
multi-national or global organisations.
A Marketer's Guide to Understanding China's Digital Generation
China's Digital Generation is driving the country's rapidly growing
consumer economy. These savvy young consumers are a powerful force,
shaping China's markets now and for years to come. Drawing on the
massive ProsperChina Quarterly Survey, this book presents a clear,
practical view of how this generation acts, shops, and plans for
the future. Ample comparisons are made between Chinese and U.S.
consumers, providing useful cultural and behavioral benchmarks for
marketers of consumer products and services. A must-read for global
leaders developing, refining and implementing marketing and
communication programs in the world's most challenging and
complicated market.
Retailing has been around as long as exchanges have existed. One
person has something others want. Yet, modern day retailing has
seen little innovation in the critical triangle of manufacturers,
retailers and consumers. Each group has proceeded along separate
pathways-all intent on achieving individual goals. Until today
Interactive digital technologies have created new communities of
customers-communities that demand radically different views,
approaches and methodologies. RETAIL COMMUNITIES presents a unique
view of how customers, retailers and manufacturers interact in the
digital marketplace. By combining BIGresearch's SIMM(r), CIA(tm)
and Shopper MindSet(tm) consumer data sources, the authors have
created consumer segments at the retail and manufacturer levels
with both out-of-store and in-store views. Using 31 out-of-store
and 23 in-store promotional categories, the "retail communities"
idea enables all marketers on all levels to understand, plan and
allocate promotional funds in what is called the "Retail Theater."
Truly, in the customer community arena, the retailer becomes
another media form to be included in any product marketing program.
It is self-evident that media planning and buying cannot continue
to use the methods, systems and technologies that were developed in
the 1970's and 1980's. While they are comfortable and are the
current currency in media allocation they are as obsolete as carbon
paper. Most media planners and buyers are acting as agents for
their clients. Thus, they have a fiduciary obligation to allocate
the finite corporate resources in the most effective and efficient
manner possible. For the client/advertiser that charge now includes
an objective to become more consumer-centric and increase marketing
ROI. The new SIMM consumer allocation method does just that by
making the consumer and their consumption value, and media
influences to purchase key elements in the new model. Media
Generations also demonstrates the utility to media planning of
considering how media consumption and influence change among age
cohorts with different media experiences.
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