Theory and practice of corporate communication, Belasen, Alan T.
јвтор: Cornelissen Joep P Ќазвание: Corporate Communication ISBN: 1473953707 ISBN-13(EAN): 9781473953703 »здательство: Sage Publications –ейтинг: ÷ена: 5543 р. Ќаличие на складе: ѕоставка под заказ.
ќписание: Used by nearly 25,000 students in over 50 countries, this book incorporates current thinking and developments on corporate communication from both the academic and practitioner worlds. Combining a comprehensive theoretical foundation with numerous practical guidelines, insights will assist managers (or soon to be managers) in their day-to-day work and in their strategic and tactical communication decisions. With cases and examples from across the globe including Apple, BMW, Uber, L’Oréal and Starbucks, the new edition is updated to include more material on social media, employee communication, leadership communication and anti-corporate activism. The Fifth Edition of Corporate Communication is supported by a Companion Website and includes Full text SAGE journal articles, glossary, web links for each chapter, author-selected videos relevant to the key themes and hot topics, an authors’ blog and author videos for students as well as case study notes, PowerPoint slides, and additional case studies for lecturers. Suitable for students at advanced undergraduate and postgraduate levels on business management, marketing, corporate communication, public relations or business communications programmes as well as practitioners in the field.
јвтор: Talluri Kalyan T., van Ryzin Garrett J. Ќазвание: The Theory and Practice of Revenue Management ISBN: 1402077017 ISBN-13(EAN): 9781402077012 »здательство: Springer –ейтинг: ÷ена: 45519 р. Ќаличие на складе: ѕоставка под заказ.
ќписание: The Theory and Practice of Revenue Management is a book that comprehensively covers theory and practice of the entire field, including both quantity and price-based RM, as well as significant coverage of supporting topics such as forecasting and economics. The authors believe such a comprehensive approach is necessary to fully understand the subject. A central objective of the book is to unify the various forms of RM and to link them closely to each other and to the supporting fields of statistics and economics. Nevertheless, the topics and coverage do reflect choices about what is important to understand RM. Hence, the bookвАЩs purpose is to provide a comprehensive, accessible synthesis of the state-of-the-art in Revenue Management.
јвтор: Talluri Kalyan T., Ryzin Garrett J. van Ќазвание: The Theory and Practice of Revenue Management ISBN: 0387243763 ISBN-13(EAN): 9780387243764 »здательство: Springer –ейтинг: ÷ена: 26353 р. Ќаличие на складе: ѕоставка под заказ.
ќписание: The Theory and Practice of Revenue Management is a book that comprehensively covers theory and practice of the entire field, including both quantity and price-based RM, as well as significant coverage of supporting topics such as forecasting and economics. The authors believe such a comprehensive approach is necessary to fully understand the subject. A central objective of the book is to unify the various forms of RM and to link them closely to each other and to the supporting fields of statistics and economics. Nevertheless, the topics and coverage do reflect choices about what is important to understand RM. Hence, the bookвАЩs purpose is to provide a comprehensive, accessible synthesis of the state of the art in Revenue Management.
јвтор: Blattberg Robert C., Kim Byung-Do, Neslin Scott A. Ќазвание: Database Marketing / Theory and Practice ISBN: 0387725784 ISBN-13(EAN): 9780387725789 »здательство: Springer –ейтинг: ÷ена: 17963 р. Ќаличие на складе: ѕоставка под заказ.
ќписание: Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, todayвАЩs organizations have the capacity to analyze customer data to inform and enhance every facet of the enterpriseвАФfrom branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques, and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. The first part of the book describes the contemporary context of database marketing and its impact on business performance. Parts 2-4 present database marketing tools, including how to collect the data and perform analysis. Chapters 5-7 focus on the key concept of lifetime value of the customer (LTV); chapters 8-10 focus on the basic tasks of compiling data, field testing, and predictive modeling; and chapters 11-19 cover the statistical methods used primarily in predictive modeling. Parts 5 and 6 focus on specific problems addressed by database marketing. They largely draw on the tools described in Parts 2-4. Part 5 covers customer management activities, including acquiring customers (Chapter 20), cross- and up-selling (Chapter 21), frequency reward programs (Chapter 22), Customer Tier Programs (Chapter 23), Churn management (Chapter 24), multi-channel customer management (Chapter 25), and acquisition and retention management (Chapter 26). Part 6 focuses on the marketing mix, particularly communications (Chapters 27 and 28) and pricing (Chapter 29) issues. The result is a comprehensive treatment of the field of database marketing, including strategic issues, tools, and problem-solving, that will serve as an essential resource for both professionals and academics in marketing and related areas.
јвтор: Kimmel, Allan J. Ќазвание: Marketing Communication ISBN: 0199276951 ISBN-13(EAN): 9780199276950 »здательство: Oxford Academ –ейтинг: ÷ена: 6732 р. Ќаличие на складе: ѕоставка под заказ.
ќписание: This book provides an in-depth focus on new and emerging developments in marketing communication, including advertising, public relations, and sales promotions. Twenty-five of the most prominent contemporary marketing experts from the United States and Europe share their specialized knowledge and views, making this essential reading for anyone interested in keeping pace with the rapidly changing marketing techniques and communication technologies of the 21st Century.
ќписание: Corporate communication has developed as a domain of management, embracing fields like public relations and marketing communication. Most research on the topic has concentrated on positivist approaches, leading to a limited view. The purpose of this study is to review extant corporate communication theory from discourse and strategy-as-practice perspectives, expanding the picture by more вАШcommunicationalвАЩ aspects. An integrative framework of alternative corporate communication is proposed as a key contribution to corporate communication theory.Following an ethnographic case study approach, an extensive pool of data was collected over a period of 15 months, representing corporate communication discourse at a major international conglomerate.The author completed his PhD at the University of Salford, UK, after having worked in several management positions in the financial services industry, heading an international corporate communications team for several years.
јвтор: Cornelissen JoepP Ќазвание: Corporate Communication ISBN: 1446274950 ISBN-13(EAN): 9781446274958 »здательство: Sage Publications –ейтинг: ÷ена: 5147 р. Ќаличие на складе: ѕоставка под заказ.
ќписание: 'This book guides newcomers as well as skilled students within the field of corporate communication through the subject with great vigour, enthusiasm as well as clarity. The book works very well as textbook for my course' - Anna Karina Kjeldsen, Aarhus University 'An excellent book for our course Managing Corporate Communication. Builds on solid theory but is practically oriented; a very good combination for Master's students in communication in a Business School environment' - Leena Louhiala-Salminen, Aalto University School of Economics New to the Fourth Edition: Discussion of the new media environment for corporate communication Expansion to include new up-to-date material such as emerging CSR standards, transnational governance and corporate citizenship Enhanced companion website material with new video clips, case studies and SAGE online readings. Essential reading for students studying Corporate Communication, Organizational Communication, PR and Marketing Communications.
јвтор: Podnar Ќазвание: Corporate Communication ISBN: 113880472X ISBN-13(EAN): 9781138804722 »здательство: Taylor&Francis –ейтинг: ÷ена: 5928 р. Ќаличие на складе: ѕоставка под заказ.
ќписание: Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective. While other textbooks are limited to a managerial or PR perspective, this book provides a complete, holistic overview of the many ways communication can add value to an organization. Step by step, this text introduces the main concepts of the field, including discipline and function frameworks, corporate identity, corporate and employer branding, corporate social responsibility, stakeholder management, storytelling, corporate associations, identification, commitment and acceptability. In order to help reinforce key learning points, grasp the essential facts and digest and retain information, the text offers acomprehensive pedagogy, including: chapter summaries; a list of key words and concepts; case studies and questions at the end of each chapter. Principles are illustrated through a wealth of real life examples, drawn from a variety of big, small, global and local companies such as BMW Group, Hidria, Lego, Mercator, Krka, Barilla, Domino's Pizza, Gorenje, Si Mobil, BP, Harley-Davidson and Coca-Cola. This exciting new textbook is essential reading for all professional corporate marketing and communication executives, as well as undergraduate and postgraduate students of marketing and public relations, not to mention managers who need a complete and accurate view of this increasingly important subject.
ќписание: This is the only text on the market to introduce students to the fundamentals of crisis communication using an ethical approach, integrating ethical reasoning into all the key steps that communicators must take to successfully manage a crisis. The book combines comprehensive coverage of the key skills, concepts and theories with an extensive collection of case studies.
ќписание: This book is about customer orientation as a marketing strategy. It covers the vast literature on the subject and tries to combine the major studies in this specific field of marketing and strategy to offer a comprehensive strategic tool for decision makers in organizations. The book starts with the classic marketing concept and then reviews important developments and research of the latest findings both from the theoretical and applied points of view.
Examples, methodologies, policy measures and strategies to be implemented in order to drive customer satisfaction are the backbone of this book. Both manufacturing and service businesses are addressed. This book also covers the relationships, applications and the steps to be taken to drive continuous relationships with customers to aid in the process of defining and implementing niche strategies, international marketing efforts, and electronic commerce.
This book is aimed at researchers, graduate students, marketing practitioners both in manufacturing and service, chief executive officers of companies as well as those responsible for marketing strategy.
ќписание: Effective marketing is essential for any successful sport organization, from elite professional sports teams to local amateur leagues. Now in a fully revised and updated second edition, Advanced Theory and Practice in Sport Marketing is still the only text to introduce key theory and best practice at an advanced level. The book covers every key functional and theoretical area of sport marketing, including marketing research, information systems, consumer behavior, logistics, retail management, sales management, e-commerce, promotions, advertising, sponsorship, and international business. This new edition includes expanded coverage of important contemporary issues, including social responsibility and ethics, social media and networking, relationship and experience marketing, recovery marketing, and social marketing. Every chapter contains extended cases and first-hand accounts from experienced sport marketing professionals from around the world. Following those cases are questions encouraging students and practitioners to apply their theoretical knowledge to real-world situations and to develop their critical thinking skills, while each chapter also includes helpful features such as definitions of key terms, summaries, and guides to further reading. A companion website includes an impressive array of additional teaching and learning resources, including a test bank of exam questions, PowerPoint slides, and extra case studies for lecturers and instructors, and useful web links, self-test multiple-choice questions, and glossary flashcards for students. Advanced Theory and Practice in Sport Marketing goes further than any other sport marketing text in preparing the student for the real world of sport marketing. It is essential reading for any upper-level undergraduate or postgraduate course in sport marketing or sport business, and for anybody working in sport marketing looking to develop and extend their professional skills.