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Practice of Advertising
The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made.
Motivation, Ability and Confidence Building in People
In order to get the best out of people in organisations, managers need to address the fundamental principals of people management: those of motivation, ability and confidence building. This proposed book aims to bring together clarity and understanding of these three main areas in one text with anecdotes and practical examples to enable managers to gain demonstrable improvements in organisational performance through their people. The material will be underpinned with just enough theory to establish a rationale for practice. While a highly practical text, the aim is to meet many of the learning outcome requirements of the Certificate in Management and Diploma in Management people management / empowerment modules
Motivation, Ability and Confidence Building in People
In order to get the best out of people in organisations, managers need to address the fundamental principals of people management: those of motivation, ability and confidence building. This proposed book aims to bring together clarity and understanding of these three main areas in one text with anecdotes and practical examples to enable managers to gain demonstrable improvements in organisational performance through their people. The material will be underpinned with just enough theory to establish a rationale for practice. While a highly practical text, the aim is to meet many of the learning outcome requirements of the Certificate in Management and Diploma in Management people management / empowerment modules
Relationship Marketing
Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers. Offering a cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value is a seminal text for all students and managers in the field. With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets - employees, suppliers, influencers, customers and consumers - for which the relationship approach is critical. It also provides crucial advice on how to develop, integrate and implement the various strands of a successful relationship strategy.
Strategic Marketing Planning
Strategic Marketing Planning concentrates on the critical 'planning' aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Wilson and Gilligan offer current thinking in marketing and consider the changes it has undergone over the past few years. Issues discussed include: * Emarketing, strategic thinking and competitive advantage * The significance of vision and how this needs to drive the planning process * Hypercompetition and the erosion of competitive advantage * The growth and status of relationship marketing * Each chapter contains a series of expanded illustrations
Marketing Through Search Optimization
Search engine placement has become a key task for those engaged in website marketing because: * Good positioning in search engines/directories dramatically increases visitor traffic. * Optimizing search engine ranking is the most important and cost effective way of marketing a website. * Customers use search engines more than any other method to locate websites. Alex Michael and Ben Salter guide readers through proven techniques for achieving and measuring success, along with a review of the most important search engines and directories. Throughout the book there are numerous real case studies and tips to help the marketer build a world class web presence.
Extract Value from Consultants
This book empowers managers to take control of the consulting process in any business environment. Features: Insiders reveal the secrets of the consulting trade. Packed with firsthand observations, case studies, and valuable document templates, this book details a step-by-step approach to effectively selecting and managing any consultant. The authors explain how companies can take advantage of the increasingly complex world of global consulting; A guide for maximising return and minimising costs for companies hiring consultants. Too often consultants dictate where, when, and how they will deliver value. The book gives managers the tools they need to select and manage the right consultants at the right time and determine whether or not they are delivering the goods; Authors have global experience with major U.S. companies and consulting firms. The authors have built consulting practices around the world, working with companies such as Deloitte Consulting, Aflac, The Hartford, ING, Nationwide, New York Life, Northwestern Mutual, and Swiss Life.
Key Debates in the Translation of Advertising Material
Much has been written about the marketing aspects of promotional material in general, and several scholars (particularly in linguistics) have addressed questions relating to the structure and function of advertisements, focusing on images, rhetorical structure, semiotic functions, discourse features and audio-visual media, amongst other aspects of the genre. Not much, on the other hand, has been written within translation studies about the complexities involved in the transfer of an advertising message. Contributors to this volume explore various interdependent aspects of the interlingual and intercultural transfer of an advertising message. They emphasize features of culture specificity, of...
The Advertising Age Encyclopedia of Advertising
For a full list of entries and contributors, a generous selection of sample entries, and more, visit the The "Advertising Age" Encyclopedia of Advertising website. Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory. Also includes a color insert.
Operations Management: Policy, Practice and Performance Improvement
'Operations Management: policy, practices, performance improvement' is the latest state-of-the-art approach to operations management. It provides new cutting edge input into operations management theory and practice that cannot be found in any other text. Discussing both strategic and tactical inputs it combines and balances service and manufacturing operations. * Cutting edge techniques accompanied by brand new case studies * Challenges standard approaches * Comprehensive coverage of strategic supply management * Critical sample questions to aid discussion * Reading lists and articles to support learning * Additional lecturer support material This outstanding author team is from the Operations Management Group at the University of Bath. Their expertise and knowledge is apparent in the text, and they bring to it their original research and experience in the field of operations management.
