Retail Marketing Communication and the Consumer Behaviour of Selected Generations, Alena Kusa, Daniela Kollarova, Tomas Fasiang
Автор: Lynn R. Kahle, Chung-Hyun Kim Название: Creating Images and the Psychology of Marketing Communication ISBN: 041564707X ISBN-13(EAN): 9780415647076 Издательство: Taylor&Francis Рейтинг: Цена: 5358.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book, based on a conference in Seoul Korea in 2004, examines the image research in 3 parts under the theory of brand attachment. The 3 parts are Theories of Image, Country Image, and Individual and Celebrity Source Image.
Автор: Wohlfeil, Markus Название: Celebrity fans and their consumer behaviour ISBN: 081538727X ISBN-13(EAN): 9780815387275 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Ever since the dawn of the Hollywood star system in the early 1920s, consumers have been fascinated by film stars and other celebrities and their seemingly glamorous private lives. The public demand for celebrities has become so pervasive that it is arguably an essential element of our everyday culture and market economy, and the focus of increasing study. This book explores the widespread phenomenon of celebrity fandom and provides a deeper understanding of why individual consumers develop an emotional attachment to their favourite celebrity and what this parasocial fan relationship means in their life. Based on an in-depth insider study of a consumer’s fan relationship with a film actress, the book provides unique insights into the celebrity-fan relationship, revealing the meaning it has for the consumer in everyday life, and how it evolves and expresses itself over time. While this book is primarily located within the field of consumer research, fandom and celebrity are of interest to a variety of academic disciplines. It will appeal to an interdisciplinary audience from marketing and consumer research, film studies, media studies, cultural studies, and sociology.
Автор: Lanzini, Pietro Название: Responsible citizens and sustainable consumer behaviour ISBN: 1138302775 ISBN-13(EAN): 9781138302778 Издательство: Taylor&Francis Рейтинг: Цена: 8726.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
There is broad consensus on the need to shift to a new paradigm of lifestyles and economic development, given the un-sustainability of current patterns. Given this, research on consumer behavior is to play a crucial role in shedding light on the motives underpinning the adoption of responsible behaviors.
Stemming from a thorough discussion of existing approaches, this book argues that the perspective of analysis has to be modified. First, acknowledging that a profile of the responsible consumer does not exist since all of us can be more or less sustainable and environment-friendly: the sustainability of an individual should not be considered as given, being something dynamic that changes according to both subjective and contextual factors. Moreover, the book hypothesises that integrating dimensions and perspectives that have been so far overlooked by mainstream research will help deconstruct responsible behaviors adopting a flexible and holistic approach. Relevant policy implications are discussed, and empirical research on responsible behaviors is illustrated.
This book will be of great interest to students and scholars of consumer behavior, sustainable consumption, environmental psychology and environmental studies in general.
Описание: Taking a life course and generational perspective, this collection examines topics such as work-life balance, transnational families, digital storytelling and mobile parenting. It offers tools that allow for an informed and critical understanding of ICTs and family dynamics.
Название: Public Relations in the Nonprofit Sector ISBN: 1138306053 ISBN-13(EAN): 9781138306059 Издательство: Taylor&Francis Рейтинг: Цена: 7501.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This volume explores a range of public relations theories and topics important to the management of nonprofit organizations, including crisis management, communicating to strengthen engagement online and offline, and recruiting and retaining volunteer and donor support.
Название: Integrated marketing communication ISBN: 149854004X ISBN-13(EAN): 9781498540049 Издательство: Bloomsbury Рейтинг: Цена: 6237.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. This book explores how IMC, as grounded in the communication discipline, creates spaces for community engagement and collaboration.
Описание: By bringing together discussions about transparency, surveillance and big data, Flyverbom illustrates how developments in digital technology have consequences for how people live, how organizations work and how societies and politics operate. The interdisciplinary scope will appeal to graduate students, researchers and policymakers alike.
Описание: By bringing together discussions about transparency, surveillance and big data, Flyverbom illustrates how developments in digital technology have consequences for how people live, how organizations work and how societies and politics operate. The interdisciplinary scope will appeal to graduate students, researchers and policymakers alike.
Название: The Routledge Handbook of Critical Public Relations ISBN: 0415727332 ISBN-13(EAN): 9780415727334 Издательство: Taylor&Francis Рейтинг: Цена: 35218.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Critical theory has a long history, but a relatively recent intersection with public relations. This ground-breaking collection engages with commonalities and differences in the traditions, whilst encouraging plural perspectives in the contemporary public relations field. Compiled by a high-profile and widely respected team of academics and bringing together other key scholars from this field and beyond, this unique international collection marks a major stage in the evolution of critical public relations. It will increasingly influence how critical theory informs public relations and communication. The collection takes stock of the emergence of critical public relations alongside diverse theoretical traditions, critiques and actions, methodologies and future implications. This makes it an essential reference forpublic relationsresearchers, educators and students around a world that is becoming more critical in the face of growing inequality and environmental challenges. The volume is also of interest to scholars in advertising, branding, communication, consumer studies, cultural studies, marketing, media studies, political communication and sociology.
Автор: Maarek Название: Campaign Communication and Political Marketing ISBN: 1444332341 ISBN-13(EAN): 9781444332346 Издательство: Wiley Рейтинг: Цена: 13456.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Campaign Communication and Political Marketing is a comprehensive, internationalist study of the modern political campaign. It indexes and explains their integral components, strategies, and tactics.
Название: Routledge Handbook of Critical Public Relations ISBN: 1138212075 ISBN-13(EAN): 9781138212077 Издательство: Taylor&Francis Рейтинг: Цена: 11023.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Critical theory has a long history, but a relatively recent intersection with public relations. This ground-breaking collection engages with commonalities and differences in the traditions, whilst encouraging plural perspectives in the contemporary public relations field. Compiled by a high-profile and widely respected team of academics and bringing together other key scholars from this field and beyond, this unique international collection marks a major stage in the evolution of critical public relations. It will increasingly influence how critical theory informs public relations and communication. The collection takes stock of the emergence of critical public relations alongside diverse theoretical traditions, critiques and actions, methodologies and future implications. This makes it an essential reference forpublic relationsresearchers, educators and students around a world that is becoming more critical in the face of growing inequality and environmental challenges. The volume is also of interest to scholars in advertising, branding, communication, consumer studies, cultural studies, marketing, media studies, political communication and sociology.
Описание: Viral Media: A Digital Production Marketing Guide for Advertisers, Journalists, and Public Relations Professionals demonstrates how to integrate multiple forms of media into a successful ad campaign, newscast, promotional event, TV show, or feature film so that the content stands out and gains attention in a world oversaturated with media.Section I provides students with an overview of the main stages of the digital media production process, discusses personnel involved at its various stages, and explains how to develop collaborative team goals and evaluate a creative concept. Section II explores the essential duties and responsibilities of a crew during the production and post-production stages, detailing production techniques, equipment usage, and necessary editing skills. Section III reveals techniques to increase word-of-mouth interest and the type of content needed to engage a target audience. Section IV outlines ethical standards of journalistic behavior. Section V features case studies of business-initiated viral marketing successes, spotlighting campaigns from Coca-Cola, McDonald’s, Capital One, and more.Viral Media is well suited for undergraduate and graduate courses in mass communication, broadcasting, creative media, media studies, marketing, and film, television, and media production.
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