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This book provides insights into the inspiring and multifaceted
field of advertising research, which is confronted with challenges
regarding ad content and execution, media placement, as well as
online and social media. Distinguishing between digital, classic,
subtle and alternative advertising formats, renowned scholars from
around the globe contribute state-of the-art research on these
issues in 23 chapters. Advances in Advertising Research are
published by European Advertising Academy (EAA). This volume is a
compilation of research presented at the 18th International
Conference in Advertising (ICORIA), which was held in Krems
(Austria) in June 2019. The conference gathered around 150
participants from all over the world.
Advances in Advertising Research are published by the European
Advertising Academy (EAA). This volume is a compilation of research
presented at the 11th International Conference in Advertising
(ICORIA) which was held in Stockholm (Sweden) in June 2012. The
conference gathered 150 leading researchers from 22 countries under
the conference theme "The changing roles of advertising". The book
provides international state-of-the-art research with 30 articles
by renowned scholars from the worldwide ICORIA network.
Advances in Advertising Research are published by the European
Advertising Academy (EAA). This volume is a compilation of research
presented at the 11th International Conference in Advertising
(ICORIA) which was held in Stockholm (Sweden) in June 2012. The
conference gathered 150 leading researchers from 22 countries under
the conference theme The changing roles of advertising . The book
provides international state-of-the-art research with 30 articles
by renowned scholars from the worldwide ICORIA network.
This book provides insights into the inspiring and multifaceted
field of advertising research, which is confronted with challenges
regarding ad content and execution, media placement, as well as
online and social media. Distinguishing between digital, classic,
subtle and alternative advertising formats, renowned scholars from
around the globe contribute state-of the-art research on these
issues in 23 chapters. Advances in Advertising Research are
published by European Advertising Academy (EAA). This volume is a
compilation of research presented at the 18th International
Conference in Advertising (ICORIA), which was held in Krems
(Austria) in June 2019. The conference gathered around 150
participants from all over the world.
How did the start-up dating app, CLikD, quickly rise to become an
award-winning competitor to Tinder and Bumble? How should
organizations incorporate social media into their communication
campaigns? What can you learn from these practices and how could it
help you in your future career? Combining the most essential
theories and offering a global range of cases and practitioner
insights, Fundamentals of Marketing is the most relevant, concise
guide to marketing. Based on the bestselling Marketing by Baines,
Fill, Rosengren and Antonetti, this text will take you on a journey
from the traditional marketing mix to the cutting-edge trends of
the discipline such as sustainability, ethics, and digitalization.
Along the way, cases and market insights featuring international
companies and organisations such as Tesla, Brompton Bicycles, and
Cambridge Analytica will take you beyond the theory to understand
marketing at work in the business world, making sure you are
equipped with the knowledge you need to promote a company's success
in the future. In addition to the case studies within the book, a
fully integrated companion website allows you to learn from
real-life marketers whose video interviews offer a more in-depth
view of their world. From Ammon Zeus to Aircall, The Guardian to
Spotify, Fundamentals of Marketing highlights up and coming
start-up businesses as well as household names, discussing the
real-life marketing dilemmas they have faced and discovering how
they navigated their way to a positive outcome. Review and
discussion questions conclude each chapter, acting as a checkpoint
to examine the themes discussed in more detail and critically
engage with the theory. Links to seminal papers throughout each
chapter also present the opportunity for you to take your learning
further and read selected topics in more depth. Fundamentals of
Marketing has all you need to begin your journey into the
fascinating world of marketing. Digital formats and resources The
second edition is available for students and institutions to
purchase in a variety of formats, and is supported by online
resources. - The e-book offers a mobile experience and convenient
access along with self-assessment activities, hyperlinked further
reading, and links that offer extra learning support:
www.oxfordtextbooks.co.uk/ebooks - The book is accompanied by the
following online resources: For everyone: Case insight videos
Library of video links Worksheets For students: Employability
guidance and marketing careers insights Author audio podcasts
Multiple choice questions Flashcard glossaries Internet activities
Research insights Web links For lecturers: VLE content PowerPoint
slides Test bank Essay questions Tutorial activities Marketing
resource bank Pointers on answering the discussion question at the
end of each chapter of the book Figures and tables from the book in
electronic format Transcripts of the case insight videos
This book addresses challenges and opportunities in research and
management related to new advertising and consumer practices in
brand communications with multiple touchpoints. It specifically
relates to new insights into how profitability and customer
engagement are affected by multiple and very diverse consumer
touchpoints in an omni-connected world. Advances in Advertising
Research are published by the European Advertising Academy (EAA).
This volume is a selective collection of research presented at the
17th International Conference in Advertising (ICORIA), which was
held in Valencia (Spain) in June 2018. The conference gathered more
than 180 participants from over 27 countries all over the world.
How does Google support organizations in their transformation to
digital marketing? How does the International Food Waste Coalition
influence more sustainable behaviour? How did a producer of Thai
herbal toothpaste amend their marketing mix to maintain sales
during COVID-19? With insights from leading practitioners and
exploration of the latest issues to affect consumers and businesses
alike, Marketing answers these questions and more to provide
students with the skills they need to successfully engage with
marketing across all areas of society. Founded on rigorous
research, this critical text presents a current, complete guide to
marketing success and explores topical issues such as
sustainability and digital transformation. Its broadest ever range
of examples, Practitioner Insights and Market Insights also give
readers a unique view into the fascinating worlds of marketing
professionals. Individuals from Arch Creative, Klarna, eDreams
Odigeo and Watson Farley & Williams are just a few of the
practitioners that join the authors to offer real-life insights and
career advice to those starting out in the industry. Review and
discussion questions conclude each chapter, prompting readers to
examine the themes discussed in more detail, and encouraging them
to engage critically with the theory. New critical thinking
questions also accompany the links to seminal papers throughout
each chapter, presenting the opportunity for students to take their
learning further. An exciting development for this new edition, the
enhanced e-book offers an even more flexible and engaging way to
learn. It features a select range of embedded, digital resources
designed to stimulate, assess, and consolidate learning, including
practitioner videos to offer further glimpses into the professional
world, multiple-choice questions after each key section of the
chapter to offer regular revison and understanding checkpoints, and
a flashcard glossary at the end of each chapter to test retention
of key terms and concepts. Marketing is the complete package for
any introductory marketing module. This book is accompanied by the
following online resources. For everyone: Bank of case studies
Practitioner insight videos Career insight videos Library of video
links For students: Key concept videos Author audio podcasts
Multiple-choice questions Flashcard glossary Internet activities
Research insights Web links For lecturers: PowerPoint slides Test
bank Essay questions Tutorial activities Discussion question
pointers Figures and tables from the book
How does Samsung use data to improve customers' omnichannel
shopping experiences? How does Ipsos MORI develop cross-cultural
market research insights to inform innovation at Unilever? How do
Swedish retail giants collaborate rather than compete in the fight
for more sustainable consumption? With insights from leading
practitioners and exploration of the latest issues to affect
consumers and businesses alike, Marketing, fifth edition, answers
these questions and more, providing the skills vital to
successfully engage with marketing across all areas of society. The
fifth edition sees a broader range of examples and Market Insights
within each chapter, with contributions from academics and
specialists. Companies as diverse as Dolce and Gabbana, Groupon,
and KBC Bank, and issues as topical as showrooming, microtargeting
in US presidential elections, fast fashion, and 'femvertising'
illustrate the theoretical frameworks, models, and concepts
outlined in each chapter, giving a fully integrated overview of not
just what marketing theory looks like in practice but how it can be
used to promote a company's success. Video interviews with those in
the industry offer a truly unique insight into the fascinating
world of a marketing practitioner. The authors speak to marketing
professionals from a range of companies, from Ipsos MORI to Adnams,
Akestam Holst to H&M, who talk through how they dealt with a
marketing problem facing their company and what career advice they
would offer to those starting out in the industry. Review and
discussion questions conclude each chapter, prompting readers to
examine the themes discussed in more detail and encouraging them to
engage critically with the theory. Links to seminal papers
throughout each chapter also present the opportunity to take
learning further; with a suite of online resources designed to
stimulate, assess, and consolidate learning, Marketing is the
complete package for any introductory marketing module. This book
is accompanied by the following online resources. For everyone:
Case insight videos Industry foresight videos Library of video
links For students: Author audio podcasts Multiple-choice questions
Flashcard glossary Internet activities Research insights Web links
For lecturers: VLE content PowerPoint slides Test bank Essay
questions Tutorial activities Discussion question pointers Figures
and tables from the book Case insight video transcripts
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