Название: Evaluation in Advertising Reception ISBN: 1349468363 ISBN-13(EAN): 9781349468362 Издательство: Springer Рейтинг: Цена: 4890.00 р. 6986.00-30% Наличие на складе: Есть (2 шт.) Описание: Placed within the context of reception studies, this book investigates how advertisements that rely on re-contextualising shared cultural knowledge are understood by their viewers, and examines their persuasive potential.
Название: Propaganda and conflict ISBN: 135019445X ISBN-13(EAN): 9781350194458 Издательство: Bloomsbury Academic Рейтинг: Цена: 5067.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This open access volume presents the latest research in propaganda studies, featuring contributions from a range of leading scholars and covering the most cutting-edge scholarship in the study of propaganda from World War I to the present. Propaganda has always played a key role in shaping attitudes during periods of conflict and the academic study of propaganda, commencing in earnest in 1915, has never really left us. We continue to want to understand propaganda's inner-workings and, in doing so, to control and confine its influence.
We remain anxious about pernicious information warfare campaigns, especially those that seemingly endanger liberal democracy or freedom of thought. What are the challenges, then, of studying propaganda studies in the twenty-first century? Much scholarship remains locked into the study of state-led campaigns, however an area of special concern in recent years has been the loss of official control over the basic instruments of mass communication. This has been seen in the rise of 'fake news' and the ability of non-state actors to influence political events.
The ebook editions of this book are available open access under a CC BY-NC-ND 4.0 licence on bloomsburycollection.com. Open access was funded by Knowledge Unlatched.
Описание: How do we adapt to the profound societal changes wrought by digital media? What do these changes mean for political freedom? This highly original study of digital behavior and the crisis in privacy will interest scholars and anyone concerned about the impact of technology and the future of democracy.
Автор: Lambin, Jean-Jacques Schuiling, Isabelle Название: Market-Driven Management 3/e ISBN: 0230276024 ISBN-13(EAN): 9780230276024 Издательство: Springer Рейтинг: Цена: 9921.00 р. Наличие на складе: Поставка под заказ.
Описание: Market-Driven Management adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach reflects how marketing operates empirically, as both a business philosophy and an action-oriented process. Motivated by the increased complexity of markets, globalisation, deregulation, and the development of e-commerce, the author challenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing instead on the concept of market orientation. The book considers all of the key market stakeholders, arguing that developing market relations and enhancing customer value is the responsibility of every member of the organization, and that the development of this customer value is the only way for a firm to achieve profit and growth.New to this edition:- Greater coverage of ethical issues and corporate social responsibility; cultural diversity; value and branding and the economic downturn- Broad international perspective - Thoroughly revised to reflect the latest academic thinking and researchWith its unique approach, international cases and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs.
Автор: Fletcher Winston Название: Advertising: A Very Short Introduction ISBN: 0199568928 ISBN-13(EAN): 9780199568925 Издательство: Oxford Academ Рейтинг: Цена: 1582.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Advertising is riddled with myths and misunderstandings. It is believed to be both immensely powerful yet immensely wasteful, to increase economic prosperity and to be morally questionable. Neither its historic origins nor its modern operations are well understood. This Very Short Introduction will tell the truth about how advertising works.
Автор: Patten, Dave Название: How to market your business ISBN: 0749451459 ISBN-13(EAN): 9780749451455 Издательство: Kogan Page Рейтинг: Цена: 2374.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Successfully market your small business or start-up with this detailed guide, offering tried and tested advice on advertising, promotion, selling techniques, product launches, exports, innovation and the Internet.
Название: The Evolution of Integrated Marketing Communications ISBN: 113800894X ISBN-13(EAN): 9781138008946 Издательство: Taylor&Francis Рейтинг: Цена: 8573.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book identifies and discusses the changes that integrated marketing communication (IMC) has meant to the marketplace, how they have occurred and what they mean for all types of marketers around the world. This book was published as a special issue of the Journal of Marketing Communications.
Автор: Ceron, Andrea, Название: Politics and Big Data ISBN: 0367194554 ISBN-13(EAN): 9780367194550 Издательство: Taylor&Francis Рейтинг: Цена: 5664.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The importance of social media as a way to monitor an electoral campaign is well established. The authors carry out a meta-analysis of the existing literature to show the conditions under which social media-based electoral forecasts prove most accurate while new case studies from France, Italy and the United States demonstrate how much more accurate `Sentiment Analysis` can prove.
Описание: You don't have a brand—whether it's for a company or a product—until you have a name.The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won't find a good name by dumping out Scrabble tiles.Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You'll learn:What makes a good (and bad) nameThe step-by-step process professional namers useHow to generate hundreds of name ideasThe secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths.Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.
Название: Programmatic advertising ISBN: 3319250213 ISBN-13(EAN): 9783319250212 Издательство: Springer Рейтинг: Цена: 9781.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter W rtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.
Автор: Sabyasachi Dasgupta, Santosh Kumar Biswal, M. Anil Ramesh Название: Holistic Approaches to Brand Culture and Communication Across Industries ISBN: 1522531505 ISBN-13(EAN): 9781522531500 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 32848.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Presents the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Featuring extensive coverage on relevant areas such as consumer behaviour, observational research, and brand equity, this publication is a resource for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Описание: As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood.
Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.
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