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Ideal for preparing students for careers in advertising, media
planning, communication, and marketing and for practitioners who
need a brush-up on latest trends. Contemporary and up to date,
written by an author who both works in the industry and teaches the
subject. Accompanied by useful online resources such as a sample
worksheets to practice planning scnarios, lecture slides, and test
questions.
Ideal for preparing students for careers in advertising, media
planning, communication, and marketing and for practitioners who
need a brush-up on latest trends. Contemporary and up to date,
written by an author who both works in the industry and teaches the
subject. Accompanied by useful online resources such as a sample
worksheets to practice planning scnarios, lecture slides, and test
questions.
The influential are no longer only those with celebrity status -
but until now there has been no authoritative resource on the
theory and practice of influencer marketing. This book will educate
and inspire decision makers, researchers, students, and influencers
themselves. Diving deeper than the many "how-to" books on the
influencer phenomenon, this book brings in frameworks from
marketing, sociology, psychology, and communication studies to
redefine the influencer as a persona (related to a person, group of
people, or organization) that possesses greater than average sway
over others. Cornwell and Katz go on to: introduce the influencers,
macro and nano, authentic and inauthentic, ascending and fading;
consider their relationship to brands in the marketing ecosystem,
along with regulations that set limits on influencer marketing;
describe how influence is measured and evaluated and look into the
future; and bring together the latest research on influencer
marketing and organize it for the reader. The book serves both
those who want to understand the science behind influencer
marketing and those who want to most effectively employ influencers
in brand strategy. Instructors, students, and professionals will
appreciate international examples from multiple industries applying
theories to the real world.
The influential are no longer only those with celebrity status –
but until now there has been no authoritative resource on the
theory and practice of influencer marketing. This book will educate
and inspire decision makers, researchers, students, and influencers
themselves. Diving deeper than the many "how-to" books on the
influencer phenomenon, this book brings in frameworks from
marketing, sociology, psychology, and communication studies to
redefine the influencer as a persona (related to a person, group of
people, or organization) that possesses greater than average sway
over others. Cornwell and Katz go on to: introduce the influencers,
macro and nano, authentic and inauthentic, ascending and fading;
consider their relationship to brands in the marketing ecosystem,
along with regulations that set limits on influencer marketing;
describe how influence is measured and evaluated and look into the
future; and bring together the latest research on influencer
marketing and organize it for the reader. The book serves both
those who want to understand the science behind influencer
marketing and those who want to most effectively employ influencers
in brand strategy. Instructors, students, and professionals will
appreciate international examples from multiple industries applying
theories to the real world.
The idea for the following pages is my mother's. She said, "Let's
write a book together, each writing about projects, events and time
periods we've shared, but we won't look at each other's words until
our own are written." Even after her death I've kept my promise. I
only looked at each of her tales once I had written my own
experience of the same. These are our stories.
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