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Stan

Oprócz dwóch pieczątek na wewnętrznych stronach okładki książka wygląda jak nowa. Wewnątrz bez zaznaczeń.

O książce

Tekst wyjaśnia różne aspekty reklamy, ze szczególnym naciskiem na marketing zintegrowany i wykorzystanie nowych technologii w reklamie. Autor pokazuje jak skoordynować reklamę z pozostałymi działaniami komunikacyjnymi firmy. Kolejne rozdziały dedykowane są takim zagadnieniom jak: omówienie funkcji i rodzajow reklamy, omówienie mediów, planowanie i zarządzanie kampanią, branding i inne.

Teskt polecany osobom rozpoczynającym karierę w reklamie.

Spis treści

Pt. 1 The Place of Advertising 1

1 Background of Today's Advertising 3
2 Roles of Advertising 22

Pt. 2 Planning the Advertising 53

3 The Advertising Spiral and Brand Planning 55
4 Target Marketing 76

Pt. 3 Managing the Advertising 111
5 The Advertising Agency, Media Services, and Other Services 113
6 The Advertiser's Marketing/Advertising Operation 134

Pt. 4 Media 155

7 Basic Media Strategy 157
8 Using Television 187
9 Using Radio 225
10 Using Newspapers 250
11 Using Magazines 286
12 Out-Of-Home Advertising 330
13 Direct-Response and Direct-Mail Advertising 356
14 Sales Promotion 396

Pt. 5 Creating the Advertising 435

15 Research in Advertising 437
16 Creating the Copy 459
17 The Total Concept: Words and Visuals 482
18 Print Production 502
19 The Television Commercial 532
20 The Radio Commercial 554
21 Trademarks and Packaging 568
22 The Complete Campaign 591

Pt. 6 Other Environments of Advertising 621

23 Retail Advertising 623
24 International Advertising 643
25 Legal and Other Restraints on Advertising 662
26 Economic and Social Effects of Advertising 693

Stan

Niewielkie ślady używania na okładce. Wewnątrz zaznacznenia na kilku stronach. Ten egzemplarz to tzw. economy edition.

O książce

Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications.

For marketing professionals who place special emphasis to creativity and imagination in marketing management.

Spis treści

Part I. Understanding Marketing Management

Chapter 1--Defining Marketing for the 21st Century
Chapter 2--Developing Marketing Strategies & Plans

Part II. Capturing Marketing Insights

Chapter 3--Gathering Information & Scanning the Environment
Chapter 4--Conducting Marketing Research & Forecasting Demand

Part III. Connecting with Customers

Chapter 5--Creating Customer Value, Satisfaction, & Loyalty
Chapter 6--Analyzing Consumer Markets
Chapter 7--Analyzing Business Markets
Chapter 8--Identifying Market Segments & Targets

Part IV. Building Strong Brands

Chapter 9--Creating Brand Equity
Chapter 10--Crafting the Brand Positioning
Chapter 11--Dealing with Competition

Part V. Shaping the Market Offerings

Chapter 12--Setting Product Strategy
Chapter 13--Designing & Managing Services
Chapter 14--Developing Pricing Strategies & Programs

Part VI. Delivering Value

Chapter 15--Designing & Managing Value Networks & Channels
Chapter 16--Managing Retailing, Wholesaling & Logistics

Part VII. Communicating Value

Chapter 17--Designing & Managing Integrated Marketing Communications
Chapter 18--Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations
Chapter 19--Managing Personal Communications: Direct Marketing & the Sales Force

Part VIII. Creating Long-Term Growth

Chapter 20--Introducing New Market Offerings
Chapter 21--Tapping into Global Markets
Chapter 22--Managing a Holistic Marketing Organization

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Contemporary Advertising to jeden z najpopularnijszych podręczników reklamy w USA. Książka jest ceniona za przystępny styl i przykłady najświeższych kampani reklamowych. Tekst to kompleksowe omównienie branży, teorii i narzędzi reklamy z perspektywy kreacji. Autor czerpie garściami z własnych doświadczeń zawodowych oraz omawia wagę komunikacji zintegrowanej i jej wpływu na strategię przedsiębiorstwa.

Spis treści

Pt. 1 Advertising Perspectives

1 The Dimensions of Advertising 4
2 The Economic, Social, and Regulatory Aspects of Advertising 42
3 The Scope of Advertising: From Local to Global 80

Pt. 2 Crafting Marketing and Advertising Strategies

4 Marketing and Consumer Behavior: The Foundations of Advertising 120
5 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy 148
6 Information Gathering: Inputs to Advertising Planning 182
7 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC 210
8 Planning Media Strategy: Finding Links to the Market 242

Pt. 3 Integrating Advertising with Other Elements of the Communications Mix

9 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion 278
10 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising 308

Pt. 4 Creating Advertisements and Commercials

11 Creative Strategy and the Creative Process 340
12 Creative Execution: Art and Copy 370
13 Producing Ads for Print, Electronic, and Digital Media 404

Pt. 5 Using Advertising Media

14 Using Print Media 442
15 Using Electronic Media: Television and Radio 472
16 Using Digital Interactive Media and Direct Mail 502
17 Using Out-of-Home, Exhibitive, and Supplementary Media 534

Epilogue: The Complete Campaign: Toyota Everyday 560
Advertising Resources
Reference Library

App. A Marketing Plan Outline
App. B Advertising Plan Outline
App. C Integrated Marketing Communications Plan Outline
App. D Career Planning in Advertising
App. E Industry Resources

Important Terms
End Notes
Credits and Acknowledgments
Name Index
Company and Brand Index
Subject Index

Stan

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

O książce

Tekst wyjaśnia różne aspekty reklamy, ze szczególnym naciskiem na marketing zintegrowany i wykorzystanie nowych technologii w reklamie. Autor pokazuje jak skoordynować reklamę z pozostałymi działaniami komunikacyjnymi firmy. Kolejne rozdziały dedykowane są takim zagadnieniom jak: omówienie funkcji i rodzajow reklamy, omówienie mediów, planowanie i zarządzanie kampanią, branding i inne.

Teskt polecany osobom rozpoczynającym karierę w reklamie.

Spis treści

Chapter 1: Background of Today’s Advertising

Chapter 2: Roles of Advertising

Chapter 3: The Advertising Spiral and Brand Planning

Chapter 4: Target Marketing

Chapter 5: The Advertising Agency, Media Services, and Other Services

Chapter 6: The Advertiser’s Marketing/Advertising Operation

Chapter 7: Media Strategy

Chapter 8: Using Television

Chapter 9: Using Radio

Chapter 10: Using Newspapers

Chapter 11: Using Magazines

Chapter 12: Out-of-Home Advertising

Chapter 13: Internet and Direct Response Advertising

Chapter 14: Sales Promotion

Chapter 15: Research in Advertising

Chapter 16: Creating the Message

Chapter 17: The Total Concept: Words and Visuals

Chapter 18: Print Production

Chapter 19: The Television Commercial

Chapter 20: The Radio Commercial

Chapter 21: Trademarks and Packaging

Chapter 22: The Complete Campaign

Chapter 23: International Advertising

Chapter 24: Economic, Social, and Legal Effects of Advertising

Stan

Minimalne ślady używania na okładce. Wewątrz jedno lub dwa zaznaczenia.

O książce

Tekst omawia najpopularniejsze teorie wyjaśniające zachowania
konsumentów i pokazuje potrzebę rozumiania zachowania konsumentów w formułowaniu strategii marketingowej. Podręcznik skupia się nie tylko na zachowaniach amerykańskich konsumentów. Pokazuje style konsumpcji z różnych stron świata i omawia różnice kulturowe. Podręcznik pokazuje także wpływ Internetu na zachowania konsumentów. Książka skierowana
zarówno do studentów, jak i osób zawodowo zajmujących się marketingiem.

Polskie tłumaczenie tego tytułu jest oparte na wydaniu szóstym.
Spis treści

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Robert Aumann's groundbreaking career in game theory has spanned over 35 years. These two volumes provide convenient access to all of his major research—from his doctoral dissertation in 1956 to papers as recent as January 1995. Threaded through all of Aumann's work (symbolized in his thesis on knots) is the study of relationships between different ideas, between different phenomena, and between ideas and phenomena. "When you look closely at one scientific idea," writes Aumann, "you find it hitched to all others. It is these hitches that I have tried to study."

The papers are organized in several categories: general, knot theory, decision theory (utility and subjective probability), strategic games, coalitional games, and mathematical methods. Aumann has written an introduction to each of these groups that briefly describes the content and background of each paper, including the motivation and the research process, and relates it to other work in the collection and to work by others. There is also a citation index that allows readers to trace the considerable body of literature which cites Aumann's own work.