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Advertising Theory
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. Chapters provide concrete examples, case studies, and readings written by leading advertising scholars and educators. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through...
Strategic Advertising Management
With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.
Organizations and Social Networking: Utilizing Social Media to Engage Consumers
The modern business landscape demands that organizations maintain an online presence to network with their customers and investors. Therefore, understanding the link between social media and e-business is an important first step in cultivating these internet-based relationships. Organizations and Social Networking: Utilizing Social Media to Engage Consumers provides a broad investigation into the use of social technologies in business practices through theoretical research and practical applications. This book explores the opportunities and challenges brought about by the advent of various 21st century online business web tools and platforms, presenting professionals and researchers in e-business, social marketing, online collaborative communities, and social analytics with cutting-edge information and technological developments to implement in their own enterprises. This book is part of the Advances in Marketing, Customer Relationship Management, and E-Services series collection.
Big Data and Internet of Things: A Roadmap for Smart Environments
This book presents current progress on challenges related to Big Data management by focusing on the particular challenges associated with context-aware data-intensive applications and services. The book is a state-of-the-art reference discussing progress made, as well as prompting future directions on the theories, practices, standards and strategies that are related to the emerging computational technologies and their association with supporting the Internet of Things advanced functioning for organizational settings including both business and e-science. Apart from inter-operable and inter-cooperative aspects, the book deals with a notable opportunity namely, the current trend in which a co...
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