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Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń. Płyta CD z materiałami dodatkowymi.

Spis treści

1. What is Psychology?
2. Scientific Methods in Psychology.
3. Biological Psychology.
4. Sensation and Perception.
5. States of Consciousness.
6. Learning.
7. Memory.
8. Cognition and Language.
9. Intelligence and Its Measurement.
10. Human Development.
11. Motivation.
12. Emotions, Health and Stress.
13. Personality.
14. Social Psychology.
15. Abnormality, Therapy, and Social Issues.
16. Specific Disorders and Treatments.

Stan

Minimalne ślady używania na okładce. Wewnątrz zaznaczenia na paru stronach.

O książce

Jedna z najlepszych na rynku analiza zachowań konsumenckich w branży odzieżowej.

Spis treści

Preface 

Pt. I Introduction 1

1 Introduction to Fashion Concepts, Fashion Theories, and Consumer Behavior 1
2 Cultural Influences on Consumer Behavior 36
3 The Creation and Diffusion of Fashion Consumer Culture 77

Pt. II Consumer Characteristics and Fashion Implications 107

4 Individual Consumer Dynamics: Motivation and Values 107
5 Individual Consumer Dynamics: The Self 140
6 Demographic Subcultures: Age, Race, Ethnicity 177
7 Demographic Subcultures: Income and Social Class 217
8 Psychographics: Personality, Attitudes, and Lifestyle 249
9 Consumer Perceptions 289

Pt. III Fashion Communication and Decision Making 321

10 Fashion Communication 321
11 Individual and Household Decision Making 351
12 Group Influence and Fashion Opinion Leadership 391
13 Buying and Disposing 430

Pt. IV Ethics and Consumer Protection 467

14 Ethics, Social Responsibility, and Environmental Issues 467
15 The Role of Government and Business in Consumer Protection 499

Index 531

Stan

Minimalne slady używania na okładce. Wewnątrz zaznaczenia na paru stronach.

O książce

Cenione przez praktyków omówienie podstawowych zagadnień PR, bogato ilustrowane przykładami działań znanych marek.

Spis treści 

1 What is public relations, anyway? 1
2 The growth of public relations 22
3 Communication 45
4 Public opinion 64
5 Management 83
6 Ethics 108
7 The law 128
8 Research 148
9 Print media relations 173
10 Electronic media relations 201
11 Employee relations 219
12 Multicultural community relations 242
13 Government relations 267
14 Consumer relations 292
15 International relations 310
16 Public relations writing 328
17 Integrated marketing communications 356
18 Public relations and the Internet 378
19 Crisis management 400

Stan

Minimalne ślady używania na okładce. Zaznaczenia na paru stronach.

O książce

Bogato ilustrowane case'ami, omówienie podstawowych teorii i procesów osiągania przewagi konkurencyjnej na rynku. Autorzy omawiają podstawowe strategie marketingowe, a także rolę technologii, obsługi klienta, relacji z klientem, strategii cenowych oraz globalizacji w działaniach rynkowych organizacji. Tekst wykracza poza tradycyjne zarządzanie marketing mix, koncetrując się na długookresowym zarządzaniu strategicznym. Opisy przypadków (ponad 300 stron tekstu) przedstawiają strategie rynkowe oraz procesy ich wdrażania w istniejących na rynku firmach.

Spis treści

Ch. 1 Market-driven strategy 1
Ch. 2 Corporate, business, and marketing strategy 20
App. 2A Financial analysis for marketing planning and control 45
Ch. 3 Markets and competitive space 71
App. 3A Forecasting guidelines 94
Ch. 4 Strategic market segmentation 97
Ch. 5 Capabilities for continuous learning about markets 124
Ch. 6 Market targeting and strategic positioning 168
Ch. 7 Strategic relationships 189
App. 7A Customer relationship management (CRM) 215
Ch. 8 Planning for new products 221
Ch. 9 Strategic brand management 264
Ch. 10 Value-chain strategy 292
Ch. 11 Pricing strategy and management 316
Ch. 12 Promotion, advertising, and sales promotion strategies 338
Ch. 13 Sales force, Internet, and direct marketing strategies 360
Ch. 14 Designing market-driven organizations 400
Ch. 15 Marketing strategy implementation and control 422

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Kompleksowe omówienie roli reklamy w budowaniu przewagi konkurencyjnej przedsiębiorstwa. Poszczególne rozdziały omawiają kolejne etapy budowy kampanii reklamowej i promocji marki. Tekst uzupełniony licznymi opisami przypadków .

Spis treści

Preface vi
Acknowledgments xxii

Part 1 The Process: Advertising in Business and Society 2

1 Advertising as a Process 4
2 The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations 42
3 The Evolution of Advertising 74
4 Social, Ethical, and Regulatory Aspects of Advertising 114

Integrated Brand Promotion Part I From Principles to Practice: An Integrated Brand Promotion Case 148

Part 2 Planning: Analyzing the Advertising Environment 158

5 Advertising and Consumer Behavior 160
6 Market Segmentation, Positioning, and the Value Proposition 208
7 Advertising and Promotion Research 240
8 The Advertising Plan 270
9 Advertising Planning: An International Perspective 298

Integrated Brand Promotion Part 2 From Principles to Practice: Planning Advertising and IBP 326

Part 3 Preparing the Messageb 336

10 Creativity and Advertising 338
11 Message Strategy 362
12 Copywriting 400
13 Art Direction and Production 434

Integrated Brand Promotion Part 3 From Principles to Practice: Preparing Advertising and IBP 476

Part 4 Placing the Message in Conventional and "New" Media 484

14 Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand 486
15 Media Planning: Print, Television, and Radio 522
16 Media Planning: Advertising and the Internet 558

Integrated Brand Promotion Part 4 From Principles to Practice: Cincinnati Bell Wireless: The Launch Campaign 596

Part 5 Integrated Brand Promotion 604

17 Support Media, P-O-P Advertising, and Event Sponsorship 606
18 Sales Promotion 634
19 Direct Marketing 668
20 Public Relations and Corporate Advertising 694

Integrated Brand Promotion Part 5 From Principles to Practice: Sustaining and Growing the Brand after Launch 718

Glossary 727
Name/Brand/Company Index 741
Subject Index 750
Credits 766

Stan

Niewielkie ślady używania na okładce. Wewnątrz kilka zaznaczeń.

O książce

Lider w kategorii podręczników marketingu międzynarodowego. Do książki dołączono CD z materiałami dodatkowymi.

Spis treści

1 The scope and challenge of international marketing 2
2 The dynamic environment of international trade 26
3 History and geography : the foundations of culture 54
4 Cultural dynamics in assessing global markets 92
5 Culture, management style, and business systems 122
6 The political environment : a critical concern 156
7 The international legal environment : playing by the rules 180
8 Developing a global vision through marketing research 212
9 Emerging markets 244
10 Multinational market regions and market groups 278
11 Global marketing management : planning and organization 310
12 Products and services for consumers 336
13 Products and services for businesses 368
14 International marketing channels 394
15 Exporting and logistics : special issues for business 432
16 Integrated marketing communications and international advertising 466
17 Personal selling and sales management 500
18 Pricing for international markets 526
19 Negotiating with international customers, partners, and regulators 556

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Podręcznik akademicki omawiający wszystkie aspekty współczesnego marketingu.

Spis treści

Introduction iv
Chapter Guides and Questions

Part 1 The World of Marketing

Chapter 1 An Overview of Marketing 3
Chapter 2 Strategic Planning for Competitive Advantage 19
Chapter 3 The Marketing Environment and Marketing Ethics 43
Chapter 4 Developing a Global Vision 67

Part 2 Analyzing Marketing Opportunities

Chapter 5 Consumer Decision Making 95
Chapter 6 Business Marketing 123
Chapter 7 Segmenting and Targeting Markets 149
Chapter 8 Decision Support Systems and Marketing Research 177
Chapter 9 Product Concepts 203

Part 3 Product Decisions

Chapter 10 Developing and Managing Products 227
Chapter 11 Services and Nonprofit Organization Marketing 249
Chapter 12 Marketing Channels and Supply Chain Management 275

Part 4 Distribution Decisions

Chapter 13 Retailing 305
Chapter 14 Integrated Marketing Communications 331

Part 5 Integrated Marketing Communications

Chapter 15 Advertising and Public Relations 355
Chapter 16 Sales Promotion and Personal Selling 377

Part 6 Pricing Decisions

Chapter 17 Pricing Concepts 401
Chapter 18 Setting the Right Price 425

Part 7 Technology Driven Marketing

Chapter 19 Internet Marketing 451
Chapter 20 One-to-One Marketing 467

Solutions

Chapter 1 An Overview of Marketing 487
Chapter 2 Strategic Planning for Competitive Advantage 492
Chapter 3 The Marketing Environment and Marketing Ethics 498
Chapter 4 Developing a Global Vision 504
Chapter 5 Consumer Decision Making 511
Chapter 6 Business Marketing 517
Chapter 7 Segmenting and Targeting Markets 523
Chapter 8 Decision Support Systems and Marketing Research 530
Chapter 9 Product Concepts 535
Chapter 10 Developing and Managing Products 540
Chapter 11 Services and Nonprofit Organization Marketing 547
Chapter 12 Marketing Channels and Supply Chain Management 552
Chapter 13 Retailing 559
Chapter 14 Integrated Marketing Communications 564
Chapter 15 Advertising and Public Relations 569
Chapter 16 Sales Promotion and Personal Selling 575
Chapter 17 Pricing Concepts 580
Chapter 18 Setting the Right Price 586
Chapter 19 Internet Marketing 593
Chapter 20 One-to-One Marketing 597