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Strategic Brand Management
Approaches the subject of brand management from a socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. This book also integrates more traditional notions of the brand in terms of equity and positioning within that framework.
Strategic Advertising Management
"An online resource centre accompanies this title with additional resources for students and lecturers . . ."--P. 4 of cover.
Strategic Advertising Management
The second edition of Percy and Elliott's Strategic Advertising Management continues to deal with advertising from a strategic rather than simply a descriptive standpoint and covers all the main topics on an Advertising Management module. The authors firstly address what advertising is meant to do, and then go on to provide an understanding of what is necessary in the development of effective advertising and promotion. The text has been fully updated and revised to include expanded chapter introductions and explicit key concepts. The chapters on 'Developing a Communication Strategy' and 'Processing the Message' have been significantly expanded, as has the concluding part-'Integrating Advertising and Promotion'. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed. Accompanying the new edition is a companion web site containing, for lecturers: PowerPoint slides with selected figures from the text and suggested classroom exercises; and for students: web links and additional questions. Book jacket.
Interpretive Consumer Research
This book presents the wide range of conceptual and empirical approaches that are required in studies of the consumer and consumption. The model of the consumer as an individual decision-maker is being replaced with a richer perspective that situates him/her in a social and cultural location where the collective influences are balanced against the subjectivity of the consumption act.
Spain, Europe and the Atlantic
The idea of a dialogue - sometimes harmonious, sometimes divisive - between the centre and periphery of the early modern European state stands at the heart of much of John Elliott's historical writing. It is the fulcrum around which his Imperial Spain revolves, and it lies at the heart of his analysis of the causes of the revolt of the Catalans against the centralising policies of the Madrid government. His writings on the Americas, such as The Old World and the New, likewise stressed the relationship between centre and periphery. This collection of essays by a group of Elliott's former students examines different aspects of this important theme and develops them. Taken together with the 'personal appreciation' of Elliott (Regius Professor of Modern History at Oxford), it forms an important examination of the work of the greatest living historian of Spain as well as a major contribution to early modern European history.
History in the Making
From the vantage point of nearly sixty years devoted to research and the writing of history, J. H. Elliott steps back from his work to consider the progress of historical scholarship. From his own experiences as a historian of Spain, Europe, and the Americas, he provides a deft and sharp analysis of the work that historians do and how the field has changed since the 1950s.The author begins by explaining the roots of his interest in Spain and its past, then analyzes the challenges of writing the history of a country other than one's own. In succeeding chapters he offers acute observations on such topics as the history of national and imperial decline, political history, biography, and art and cultural history. Elliott concludes with an assessment of changes in the approach to history over the past half-century, including the impact of digital technology, and argues that a comprehensive vision of the past remains essential. Professional historians, students of history, and those who read history for pleasure will find in Elliott's delightful book a new appreciation of what goes into the shaping of historical works and how those works in turn can shape the world of thought and action.
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