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Marketing Communications
With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) sho...
International Marketing
Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context. The authors discuss five key factors that impact any international marketing venture – culture, language, political/legal systems, economic systems, and technological differences – in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns. New to the second edition: Mor...
Ministerial Survival During Political and Cabinet Change
Political leaders need ministers to help them rule and so conventional wisdom suggests that leaders appoint competent ministers to their cabinet. This book shows this is not necessarily the case. It examines the conditions that facilitate survival in ministerial office and how they are linked to ministerial competence, the political survival of heads of government and the nature of political institutions. Presenting a formal theory of political survival in the cabinet, it systematically analyses the tenure in office of more than 7,300 ministers of foreign affairs covering more than 180 countries spanning the years 1696-2004. In doing so, it sheds light not only on studies of ministerial change but also on diplomacy, the occurrence of war, and the democratic peace in international relations. This text will be of key interest to students of comparative executive government, comparative foreign policy, political elites, and more broadly to comparative politics, political economy, political history and international relations.
Teaching Marketing
Teaching Marketing prompts the reader to reflect on why marketing is taught, how it is taught and what should be included in curricula in tertiary-level programmes. The international contributors have a wide range of expertise in marketing education and provide their own perspectives on these questions while considering a variety of different points of view so encouraging the reader to develop their own opinion.
Brand Management
Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.
Return to Meaning
This book argues that we are currently witnessing not merely a decline in the quality of social science research, but the proliferation of meaningless research, of no value to society, and modest value to its authors - apart from securing employment and promotion. The explosion of published outputs, at least in social science, creates a noisy, cluttered environment which makes meaningful research difficult, as different voices compete to capture the limelight even briefly. Older, more significant contributions are easily neglected, as the premium is to write and publish, not read and learn. The result is a widespread cynicism among academics on the value of academic research, sometimes inclu...
Literary Invention and the Cartographic Imagination
A wide-ranging, inter- and transdisciplinary approach grounded in the twin rigors of theory and history, which, through close readings assesses and analyses the significance of maps to literary texts, and which examines the ways in which the literary maps imaginary and real worlds.
Advances in Advertising Research IX
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.
The Best Writing on Mathematics 2015
The year's finest writing on mathematics from around the world This annual anthology brings together the year's finest mathematics writing from around the world. Featuring promising new voices alongside some of the foremost names in the field, The Best Writing on Mathematics 2015 makes available to a wide audience many articles not easily found anywhere else—and you don’t need to be a mathematician to enjoy them. These writings offer surprising insights into the nature, meaning, and practice of mathematics today. They delve into the history, philosophy, teaching, and everyday occurrences of math, and take readers behind the scenes of today’s hottest mathematical debates. Here David Han...
