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Advertising and Integrated Brand Promotion
ADVERTISING AND INTEGRATED BRAND PROMOTION, 4th Edition is highly visual and provides an integrated learning experience for the student. The new edition continues the tradition of delivering a solid understanding of advertising strategy, through a clearly written text as well as through the most contemporary ads. The table of contents follows the same process as an advertising agency. Like other aspects of business, good advertising is the result of hard work and careful planning. The new edition of Advertising and Integrated Brand Promotion illustrates how to best accomplish this.
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Advertising
The sophisticated book utilizes a lively to-the-point writing style. It is a refreshingly honest treatment of principles of advertising. With its real-world focus - with examples, ads, issues, and applications throughout - this text explores both the theory and practice of advertising in a way that students can easily relate. The book follows the real-world sequence of how advertisers and their clients prepare advertising and communications campaigns.
Advertising
Learn how advertisers and their clients prepare advertising and communications campaigns, and how they use Internet, new media, and Integrated Marketing Communications to deliver their advertising message in this lively, to-the-point advertising book filled with hundreds of current ads, Web links, and examples.
Advertising and Integrated Brand Promotion
This edition continues the tradition of delivering a solid understanding of advertising strategy, through a clearly written text as well as through the most contemporary ads.
Brand Management
Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years. A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought – offering depth, breadth and precision to one of the most elusive management disciplines of our time. Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.
Transformative Consumer Research for Personal and Collective Well-being
Daily existence is more interconnected to consumer behaviours than ever before, encompassing many issues of well-being. This edited volume includes 33 chapters on a wide range of topics by expert international authors, including unhealthy eating, credit card mismanagement, alcohol, tobacco, and much more.
Thomas Cromwell
“An exceptional and compelling biography about one of the Tudor Age’s most complex and controversial figures.” —Alison Weir Thomas Cromwell has long been reviled as a Machiavellian schemer who stopped at nothing in his quest for power. As King Henry VIII’s right-hand man, Cromwell was the architect of the English Reformation; secured Henry’s divorce from Catherine of Aragon and plotted the downfall of his second wife, Anne Boleyn; and was fatally accused of trying to usurp the king himself. In this engrossing biography, acclaimed British historian Tracy Borman reveals a different side to one of history’s most notorious characters: that of a caring husband and father, a fiercely...
The Vagabonds
A “fascinating slice of rarely considered American history” (Booklist)—the story of Henry Ford and Thomas Edison—whose annual summer sojourns introduced the road trip to our culture and made the automobile an essential part of modern life. In 1914 Henry Ford and naturalist John Burroughs visited Thomas Edison in Florida and toured the Everglades. The following year Ford, Edison, and tire maker Harvey Firestone joined together on a summer camping trip and decided to call themselves the Vagabonds. They would continue their summer road trips until 1925, when they announced that their fame made it too difficult for them to carry on. Although the Vagabonds traveled with an entourage of ch...
Brand Management
For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"
