Marketing and Advertising Law in a Process of Harmonisation, Ulf Bernitz, Caroline Heide-Jorgensen
Автор: Orkun Akseli, John Linarelli Название: The Future of Commercial Law: Ways Forward for Harmonisation ISBN: 1509914692 ISBN-13(EAN): 9781509914692 Издательство: Bloomsbury Academic Рейтинг: Цена: 22176.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Harmonisation and unification of commercial law remains one of the most important projects in developing the institutional architecture for the global economy. This edited collection engages with the challenges and contributes to a greater understanding of the problems faced by states, international organisations, and private sector actors in the harmonisation and unification of commercial law. The volume takes stock of the project to-date and looks towards restructuring of the agenda to deal with new challenges. The primary aim of the collection is to understand the future of commercial law harmonisation and unification in a way that gives effect to the interests of stakeholders and thereby incentivises both innovation and higher standards for commercial law reform. In so doing, the collection informs the debate on harmonisation of commercial law and will be of interest also outside of academia to those involved in the harmonisation and unification of commercial law around the world. The volume collects papers presented at the UK Society of Legal Scholars Annual Seminar 2017.
Автор: Batra Rajeev Название: The Psychology of Design ISBN: 0765647605 ISBN-13(EAN): 9780765647603 Издательство: Taylor&Francis Рейтинг: Цена: 8726.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving (among others) important elements of aesthetics, anthropology, brand strategy, creativity, design science, engineering, graphic design, industrial design, marketing, material science, product design, and several areas within psychology. While researchers and practitioners in all of these fields seek to learn more about how and why "good" design works its magic, they may benefit from each other’s work. The chapters in this edited book bring together organizing frameworks and reviews of the relevant literatures from many of these contributing disciplines, along with recent empirical work. They cover relevant areas such as embodied cognition, processing fluency, experiential marketing, sensory marketing, visual aesthetics, and other research streams related to the impact of design on consumers. Importantly, the primary focus of these chapters is not on product design that creates functional value for the targeted consumer, but rather on how design can create the kind of emotional, experiential, hedonic, and sensory appeal that results in attracting consumers. Each chapter concludes with Implications for a theory of design as well as for designers.
Автор: De Mooij, Marieke Название: Global marketing and advertising ISBN: 1544318146 ISBN-13(EAN): 9781544318141 Издательство: Sage Publications Рейтинг: Цена: 8395.00 р. Наличие на складе: Поставка под заказ.
Описание: Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.
The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions.
Updates to the new edition include:
Information and findings from recent studies, as well as new topics, including global public relations, culture and the media, and culture and the Internet. Global examples, with new cases from countries in Asia and Africa Includes broader background theory on usage differences of new digital media, along with more extensive coverage of consumer behavior.
A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Suitable reading for students of International Marketing, Global Advertising or practitioners in global marketing departments.
Автор: Kerrigan Finola Название: Film Marketing ISBN: 1138013366 ISBN-13(EAN): 9781138013360 Издательство: Taylor&Francis Рейтинг: Цена: 8114.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
The role of the film marketer is both vital and challenging. Promotion is one of the industry's biggest costs, with the campaign of a large film costing up to half its production budget. Box office results, however, are wildly unpredictable: relatively few films a year make a profit. These market conditions make this a unique industry and film marketing a specific and demanding skill set that requires attention early in the career of any marketing student looking to progress in the industry.
This new edition of Film Marketing is a thorough update of the first textbook in film promotion. Like in the first edition, Kerrigan takes a socio-cultural, as well as a business view of film marketing and its impact, covering different approaches to promotion according to different aims and audiences internally and externally, and across the world. This book addresses all areas of film marketing from the rigorous perspective of someone with first-hand knowledge of the trade. This new edition also includes:
Additional pedagogy and visual examples to reinforce key points
A more international range of cases and coverage of non-Western markets to give a global overview of film marketing across the world
New and expanded sections on social media, digital promotion, transmedia and crowdfunding
This is the original film marketing text which no engaged film or marketing student should be without.
Автор: Ulf Bernitz, Caroline Heide-J?rgensen Название: Marketing and Advertising Law in a Process of Harmonisation ISBN: 1509900675 ISBN-13(EAN): 9781509900671 Издательство: Bloomsbury Academic Рейтинг: Цена: 15048.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The law on marketing and advertising has undergone profound changes based on the EU directives on unfair commercial practices and misleading and comparative advertising. The legislation partially requires full harmonization and it contains a comprehensive blacklist of prohibited practices. However, in other areas only minimum harmonization is required. A comprehensive case law from the EUCJ has emerged, but still many issues remain open, unclear, and debated. The EU Commission has an active interest in the field and has published numerous reports on the question. In addition, it has developed revised, comprehensive guidelines on marketing business to consumer (B2C), which are fully discussed here. Further Commission initiatives in the area on business to business (B2B) marketing are also in the making, underlining the importance of this new collection. (Series: Modern Studies in European Law, Vol. 70) Subject: European Law, Media Law]
Описание: With the recent global economic crisis, attitudes and practices in relation to intellectual property valuation are changing as exemplified by the dichotomy explained in this book, which makes it unique. While there has been a move towards global harmonisation in terms of valuation of both tangible and intangible assets that are based on innovation, there is also a tendency against global harmonisation because of cultural attitudes and practices of different countries. This can be seen most acutely in relation to intellectual property valuation in Asia, especially East Asia, which often differs from the West’s perception of valuation. The book is written by experts in intellectual property, valuation and innovation who are mainly practitioners covering innovators, marketers, accountants, social innovators and business and management academics. The breadth and practitioner background of most of the contributors make the material relevant to those involved in valuation, economics, business, management, accounting and finance, law and maritime insurance. This book takes an interdisciplinary approach that cross-cuts all the above-mentioned disciplines and takes the understanding of intellectual property valuation to a new level.
Описание: This book explains the functioning of shared competences in environmental protection by focusing on member states` interaction with the EU framework. Squintani reveals the potential for improving the level and efficiency of environmental protection envisaged under the EU Treaties, making a valuable contribution to EU environmental law and policy.
Автор: Gore, Sylee Название: Express Series: English for Marketing and Advertising ISBN: 0194579182 ISBN-13(EAN): 9780194579186 Издательство: Oxford University Press Рейтинг: Цена: 603.00 р. Наличие на складе: Нет в наличии.
Описание: English for Marketing and Advertising is an ideal short course for marketing and advertising professionals who need to communicate confidently and effectively in English.
Автор: McIntyre Charles Название: Multi-Channel Marketing, Branding and Retail Design ISBN: 178635456X ISBN-13(EAN): 9781786354563 Издательство: Emerald Рейтинг: Цена: 16260.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This unique book focuses upon service design, including retail and multi-channel marketing matters pertinent to the current age where physical contact with consumers has resurfaced as an enduring part of the marketing and branding landscape - complementary to online and virtual worlds.
Описание: To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors' extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
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