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The Science and Art of Branding
This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communic...
Creative Advertising
A comprehensive introduction to the creative side of advertising covering copywriting, layout and design, and creative message strategy. Providing the underlying theories that explain the practices of the profession, it discusses the advertising process, media specifics and situations and decision.
eBook Instant Access – for Advertising & IMC: Principles and Practice, Global Edition
For introductory courses in advertising Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
Advertising & IMC
For introductory courses in advertising An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in today's dynamic world of media and marketing communication-as well as the implications of these changes to traditional practice-and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
Driving Brand Value
As products, pricing and distribution fast become commodities, companies are discovering that managing brand relationships is the most effective way to increase brand equity.
Advertising
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Advertising & Imc
Advertising & IMC: Principles and Practice By Sandra Moriarty
Harmful Algal Blooms
Harmful Algal Blooms: A Compendium Desk Reference erläutert die Grundlagen der schädlichen Algenblüte (HAB) und bietet die notwendigen technischen Informationen, wenn es um unerwartete oder unbekannte schädliche Ereignisse in Zusammenhang mit Algen geht. Dieses Fachbuch behandelt die Gründe für die schädliche Algenblüte, erfolgreiche Management- und Monitoring-Programme, Kontroll-, Präventions- und Minderungsstrategien, die wirtschaftlichen Folgen, Gesundheitsrisiken sowie die Folgen für die Nahrungskette und Ökosysteme. Darüber hinaus bietet es ausführliche Informationen zu den häufigsten HAB-Arten. Harmful Algal Blooms: A Compendium Desk Reference ist ein unschätzbares Refer...
The Girls of Slender Means (New Directions Classic)
"Long ago in 1945 all the nice people in England were poor, allowing for exceptions," begins The Girls of Slender Means, Dame Muriel Spark's tragic and rapier-witted portrait of a London ladies' hostel just emerging from the shadow of World War II. Like the May of Teck Club itself—"three times window shattered since 1940 but never directly hit"—its lady inhabitants do their best to act as if the world were back to normal: practicing elocution, and jostling over suitors and a single Schiaparelli gown. The novel's harrowing ending reveals that the girls' giddy literary and amorous peregrinations are hiding some tragically painful war wounds. Chosen by Anthony Burgess as one of the Best Modern Novels in the Sunday Times of London, The Girls of Slender Means is a taut and eerily perfect novel by an author The New York Times has called "one of this century's finest creators of comic-metaphysical entertainment."
