Описание: Marketing has become more competitive and ubiquitous than ever before. In this current economic climate, entrepreneurs and small to mid-size businesses have been driven to look for alternative ways to market their products and services effectively and cost-efficiently. At the same time, the Internet has provided them the opportunity to challenge the Fortune 500s. Mastering the World of Marketing is the definitive marketing resource every business needs to survive and thrive. This desk-top, insanely value-packed, comprehensive book provides the best marketing strategies, tactics, tips, and advice from more than 50 of the top marketers in the world. There are millions of ways to go-to market. Businesses have an unlimited choice of strategies and philosophies they can implement to generate leads, create brand recognition, and capture new customers. Mastering the World of Marketing covers marketing techniques that can accommodate any organizations marketing budget, including: networking, word of mouth marketing, customer referrals, yellow page directories, television, radio, outdoor (roadside billboards), print, email marketing, internet marketing, social media marketing, public relations and advertising. Contributors include: Peter Shankman, Seth Godin, Chris Brogan, Jack Trout, Yanik Silver, Jay Abraham, Joe Calloway, Peter Lencioni, Guy Kawasaki, Dan Lok, Gary Vaynercuk, Dan Kennedy, Regis McKenna, Robert Cialdini, Joel Comm, David Meerman Scott, Jay Conrad Levinson, Mark Jeffrey, John Andrew Davis, Michael Masterson, Anne Libera, John Arnold, Peter Fisk, Sam Richter, John J. Burnett, Joel Greenblatt, Robert F. Hartley, John L. Mariotti, Chris Treadaway, Mari Smith, David A. Aaker, Philip Kotler, John Grant, Bob Burg, Larry Weber, Richard Rosen, Don Sexton, Mark Joyner, Tom Antion, Adam Richardson, Scott Stratten, Ken Evoy, Mark Victor Hansen, Lon Safko, John Jantsch, Al Reis, Joe Vitale, Michel Fortin, W. Chan Kim, Renee Mauborgne, and Alexander Chernev.
Описание: Explains the principles and practices of advertising and other marketing communication functions. This book presents various ways in which companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent.
Автор: Belch Название: Advertising and promotion with powerweb ISBN: 0071108521 ISBN-13(EAN): 9780071108522 Издательство: McGraw-Hill Цена: 6691.00 р. Наличие на складе: Поставка под заказ.
Описание: Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.
Описание: How to create Madison Avenue advertising on a Main Street budget? This third edition shows readers how to successfully create high-impact advertising on a limited budget. It offers practical, tested techniques and hard-earned insights into every major form of advertising, from newspaper and magazine ads, flyers and brochures to direct mail, radio, catalogues, and publicity. This new edition has also been revised and expanded to include advertising over the internet and new desktop publishing techniques. It reveals which sites are worthwhile forums and wt internet tactics work. Hahn presents thorough and engaging information on the best ways to harness technology and to grab attention through a number of venues. In addition, he enlists experts like Tom Davis to speak on Yellow Page advertising; Robert Killian to explain Brand Equity Analysis; and other experts in their respective fields to comment on the best ways to harness technology and to grab attention through a number of venues. Fred E. Hahn (Evanston, IL) is an independent consultant with more than thirty-five years of experience in the advertising business.
Описание: There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and exploiting the true power of radio as the "brand conversation medium". Combining theory, listener understanding and practical advice, the authors explore the scale and effectiveness of radio advertising, how the medium communicates, it's role in emerging brand thinking, and best practice for creating better radio advertising. Overviews, summaries, quotations and checklists are featured throughout, as well as case studies from companies in all sectors including Sainsbury's, British Airways, Carphone Warehouse, BT and thritish Government.
Автор: Sergio Zyman Название: The End of Advertising as We Know It ISBN: 047142966X ISBN-13(EAN): 9780471429661 Издательство: Wiley Рейтинг: Цена: 1582.00 р. Наличие на складе: Поставка под заказ.
Описание: A follow-up to the book "The End of Marketing As We Know It", this work argues that the business of advertising as we know it is dead. It uses real-world examples to illustrate how modern advertising overemphasizes art and entertainment and neglects the most important rule of advertising - sell the product.
Автор: Leslie Butterfield Название: Excellence in Advertising: The IPA Guide to Best Practice ISBN: 0750644796 ISBN-13(EAN): 9780750644792 Издательство: Taylor&Francis Рейтинг: Цена: 11482.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Presents a view on what constitutes best practice in a wide range of key areas that are the context for creation of effective advertising: building successful brands; strategy development; the analysis and interpretation of qualitative research; creative briefing; media strategy; managing relationships; evaluating advertising; loyalty; and more.
Автор: John Wilmshurst Название: Fundamentals of Advertising ISBN: 0750615621 ISBN-13(EAN): 9780750615624 Издательство: Taylor&Francis Рейтинг: Цена: 8726.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Useful for both professionals and students, this book covers advertising and its associated promotional areas, including public relations, sales promotion and sponsorship. It uses examples to illustrate their themes and contains a series of guidelines and checklists of value not only to students but also to those who apply the various techniques.
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