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Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Autor opisuje wszystkie metody komunikacji marketingowej, opisując rolę marketingu zintegrowanego w budowaniu kapitału marki. Test opisuje także wagę nowych technologii i Internetu w komunikacji marketingowej.

Spis treści

Preface 
Pt. 1 Integrated Marketing Communications and Its Role in Brand-Equity Enhancement 1

Ch. 1 Overview of Integrated Marketing Communications 2
Ch. 2 The Marketing Communications Process and Brand-Equity Enhancement 22

Pt. 2 IMC from the Customer's Perspective: Targeting, Communicating, and Persuading 50

Ch. 3 Positioning and Targeting for MarCom Efforts 50
Ch. 4 The Communication Process, Meaning Creation, and Fundamentals of Consumers' Use of MarCom Information 80
Ch. 5 Persuasion in Marketing Communications 114

Pt. 3 Communicating New Products, Brand Naming, Packaging, and Point-of-Purchase Advertising 153

Ch. 6 MarCom's Role in Facilitating Product Adoption 154
Ch. 7 Brand Names, Logos, Packages, and Point-of-Purchase Materials 180

Pt. 4 Advertising Management 223

Ch. 8 Overview of Advertising Management 224
Ch. 9 Creative Advertising Strategy 256
Ch. 10 Endorsers and Message Appeals in Advertising 292
Ch. 11 Assessing Ad Message Effectiveness 322
Ch. 12 Traditional Advertising Media 354
Ch. 13 Alternative Offline Advertising Media and Mass Online Advertising 386
Ch. 14 Offline and Online Direct Advertising 406
Ch. 15 Media Planning and Analysis 430

Pt. 5 Sales Promotion Management, Marketing-Oriented Public Relations, and Sponsorships 467

Ch. 16 Overview of Sales Promotion Management 468
Ch. 17 Trade-Oriented Sales Promotion 496
Ch. 18 Consumer-Oriented Promotions 520
Ch. 19 Marketing Public Relations and Sponsorship Marketing 568

Pt. 6 External Pressures on Marketing Communications 589

Ch. 20 Regulatory, Ethical, and "Green" Issues in Marketing Communications 590

Stan

Niewielkie ślady używania na okładce. Zaznaczenia na paru stronach.

O książce

Książka dla wszystkich, którzy planują karierę w reklamie. Autorzy opisują rożne aspekty reklamy, w tym etykę reklamy, regulacje, struktury agencji reklamowych, rodzaje mediów i inne.

Spis treści

About the Authors 
Preface 
A Final Word 

Pt. I Advertising Foundations and Environment 

1 Introduction to Advertising 3
2 Advertising and Society: Ethics, Regulation, and Social Responsibility 29
3 Advertising and the Marketing Process 63

Pt. II Advertising Background, Planning, and Strategy
 
4 The Consumer Audience 95
5 Account Planning and Research 123
6 How Advertising Works 153
7 Advertising Planning and Strategy 181

Pt. III Advertising Media 

8 Media Planning and Buying 205
9 Print Media 237
10 Broadcast and Interactive Online Media 269

Pt. IV Creative Advertising 

11 The Creative Side of Advertising 299
12 Copywriting 329
13 Design and Production 363
14 Direct-Response Marketing 397

Pt. V Integrating Marketing Communication Elements
 
15 Sales Promotion 427
16 Public Relations 455
17 Retail and Business-to-Business Advertising 483
18 International Advertising 511
19 The Integrated Campaign 535

App The Hallmark Brand Insistence IMC Campaign 561
Glossary 567
Credits 575
Index 579

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.


O książce

How small and mid-sized independent advertising agencies can develop the right tools for survival. What's a Saatchi...and How Come We Have Two of Them? is a rare, true inside look at how one small advertising agency battles adversity and is able to survive by wit, talent and luck. Each point is visually illustrated with international award-winning work, offering fresh thinking and ideas combined with unique advertising. This is the story of how one smaller ad agency, not in a major market, has discovered unique ways to not only stay alive, but as a result, has developed a reputation for a creative product that has been recognized world-wide.


Spis treści

Forward: Remarks from Joanne Bischmann, a former Hoffman York employee who became Vice President Marketing at Harley-Davidson Motor Company
    
Ch. 1 What's a Saatchi and how come we have two of them?   
Ch. 2 You've done so much for so long with so little, you are capable of doing anything with nothing   
Ch. 3 Remember the real business you're in: ideas   
Ch. 4 The shoemaker's children   
Ch. 5 The importance of culture, identity and professional growth   
Ch. 6 If the world won't come to you, create a new world   
Ch. 7 New business. It's not just a job, it's an adventure   
Ch. 8 Put your ambitions to good use. Public service advertising   
Ch. 9 Don't just embrace technology. Give it a bear hug   
Ch. 10 Where do you go from here?

Stan

Niewielkie ślady używania na okładce. Wewnątrz jedno lub dwa zaznaczenia.

O książce

Wprowadzenie do marketingu napisane przez dwóch nabardziej poczytnych autorów z tej dziedziny. Książka w prosty i atrakcyjny sposób przedstawia podstawy teoretyczne marketingu, ilustrując je licznymi case'ami. Książka przedstawia jak marketing wpływa na działanie organizacji oraz przedstawia wpływ marketinu na pozostałe działy firmy: księgowość, R&D, HR, IT. Książka prezentuje marketing jako sztukę budowania wartości dla nabywców oraz pokazuje jakie korzyści może uzyskiwać firma od swoich klientów dzięki sprawnej komunikacji. Książka jest świetnym źródłem informacji i narzędziem dla wszystkich zatrudnionych w działach marketingu lub sprzedaży, szczególnie w firmach międzynarodowych.

Spis treści

I. UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENTPROCESS.

1. Marketing in a Changing World: Creating CustomerValue and Satisfaction.
2. Strategic Planning and the Marketing Process.

II. ASSESSING OPPORTUNITIES IN A DYNAMIC MARKETING ENVIRONMENT.

3. Marketing in the Internet Age.
4. The Marketing Environment.
5. Managing Marketing Information.
6. Consumer and Business Buyer Behavior.

III. DEVELOPING MARKETING STRATEGY AND THE MARKETINGMIX.

7. Market Segmentation, Targeting, and Positioningfor Competitive Advantage.
8. Product and Services Strategies.
9. New-Product Development and Life-Cycle Strategies.
10. Pricing Considerations and Strategies.
11. Distribution Channels and Logistics Management.
12. Retailing and Wholesaling.
13. Integrated Marketing Communication: Advertising,Sales Promotion, and Public Relations.
14. Integrated Marketing Communication: Personal Sellingand Direct Marketing.

IV. EXTENDING MARKETING.

15. Global Marketing.
16. Marketing and Society: Social Responsibility andMarketing Ethics.
Cases.
Appendix 1. Marketing Arithmetic.
Appendix 2. Careers in Marketing.
Glossary.
Author Index.
Company Index.
Subject Index.

Stan

Minimalne ślady używania na okładce. Bez zaznaczeń

O książce

Drawing from thousands of international entries, this beautifully produced annual collection exhibits 300 color ads representing the year's best work. Advertising Annual 2003 is an essential resource for everyone from account managers to art directors. For easy reference, this exquisitely produced volume is arranged by trade category, from entertainment and communications to transportation and special events

Stan

Minimalne ślady używania na okładce. Bez zaznaczeń.

O książce

This proven, consistent text provides thorough treatment of e-commerce, emerging markets, new technologies and hot marketing trends. All concepts and topics are discussed with the goal of helping the reader adapt to, and strategically plan for, changes in the marketing environment. This edition retains trademark early coverage of strategy and an overall strategic focus, with increased emphasis on critical thinking skills in marketing, global and relationship marketing.

Spis treści

INTRODUCTION.

1. The Nature of Marketing.
2. Marketing Management: Strategy and Ethical Behavior.
3. Environmental Forces in an E-commerce World: The Macroenvironment.
4. The Microenvironment in an Era of Global Business.

PART I: ANALYSIS OF MARKET AND BUYER BEHAVIOR.

5. Information Technology and Research Management.
6. Consumer Behavior.
7. Business Markets and Organizational Buying.
8. Market Segmentation, Targeting, and Positioning Strategies.

PART II: PRODUCT STRATEGY FOR GLOBAL COMPETITION.

9. The Elements of Products.
10. Strategies for New Products and Product Life Cycle.
11. Strategies for Services and Relationship Marketing.

PART III: DISTRIBUTION STRATEGY.

12. The Nature of Distribution.
13. Retailing, Direct Marketing, and Wholesaling.
14. Supply Chain and Physical Distribution Management.

PART IV: INTEGRATED MARKETING COMMUNICATIONS.

15. Integrated Marketing Communications.
16. Advertising in an e-commerce World.
17. Personal Selling and Sales Management.
18. Sales Promotion, Publicity, and Public Relations.

PART V: PRICING STRATEGY.

19. Introduction to Pricing Concepts.
20. Pricing Strategy and Tactics.

APPENDICES.
A: Internet Insights Into Marketing Careers.
B: The Business Plan.
C: Marketing Audit.
D: Organizing the Marketing Function.

Stan

Minimalne ślady używania na obwolucie. Bez zaznaczeń. Jedna lub dwie pieczątki i autograf autora.

Spis treści

Intro: Enter the Lollipop 1

1 Punk Capitalism From D.I.Y. to Downloading Sneakers 9
2 The Tao of Pirates Sea Forts, Patent Trolls, and Why We Need Piracy 33
3 We Invented the Remix Cut-'n'-Paste Culture Creates Some New Common Ground 68
4 The Art of War Street Art, Branding, and the Battle for Public Space 103
5 Boundaries Disco Nuns, the Death of the Record Industry, and Our Open-Source Future 134
6 Real Talk How Hip-Hop Makes Billions and Could Bring About World Peace 172
7 Ethernomics Pillow Fights, Happy Slaps, and Other Memes That Leave a Mark 202

Outro: The Pirate's Dilemma: Changing the Game Theory 231
Acknowledgments 241
Notes 245

Index 269