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Stan

Minimalne ślady używania na okładce. Zaznaczenia na kilku stronach.

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

Książka wygląda jak nowa.

O książce

Kolejna książka "guru" brandingu. Oprócz podstawowych zagadnień, takich jak: definicja marki, budowa jej tożsamości i wizerunku oraz mierzenie kapitału marki, autorzy omawiają strategie zarządzana portfelem marek i sposoby budowania kapitału marki w Internecie.

Książka polecana wszystkim, którzy interesują się tematyką brandingu.

Spis treści

Preface

Part I: Introduction

1. Brand Leadership - The New Imperative

Brand Management - The Classic Model
Brand Leadership - The New Imperative
Brand Building Pays Off
Brand Leadership Tasks
The Plan of This Book

Part II: Brand Identity

2. Brand Identity - The Cornerstone of Brand Strategy

The Story of Virgin Atlantic Airways
The Brand Identity Planning Model
On Developing a Brand Identity System - Avoiding Common Mistakes

3. Clarifying and Elaborating the Brand Identity

Defining Leadership
Defining Brand Personality - The L.L. Bean Story
Identity Elaboration Exercises
Identity-Supporting Program Audit
Identity Role Model Identification
Visual Metaphor Development
Brand Identity Prioritization
Presenting the Elaborated Identity
The Brand Identity Revisited

Part III: Brand Architecture: Achieving Clarity, Synergy, and Leverage

4. The Brand Relationship Spectrum

The GE Appliance Story
The Marriott Story
Designing the Architecture - Endorsers and
Subbrands
Linking Brands - The Brand Relationship
Spectrum
A House of Brands
Endorsed Brands
Subbrands
A Branded House
Selecting the Right Position in the Brand Relationship Spectrum

5. Brand Architecture

The Polo Ralph Lauren Story
Market Complexity, Brand Confusion, and Brand Architecture
What Is Brand Architecture?
Extending the Range of a Brand
The Brand Architecture Audit

Part IV: Building Brands: Beyond Advertising

6.Adidas and Nike - Lessons in Building Brands

Adidas - The Growth Period
The Nike Story
Good Morning, Adidas
Creating a Brand-Building Focus Around the Adidas Brand Identity
The Lessons

7. Building Brands - The Role of Sponsorship

The MasterCard World Cup Sponsorship Story
How Sponsorship Builds Brands
What Can Go Wrong
The Seven Keys of Effective Sponsorships

8. Building Brands - The Role of the Web

Unique Characteristics of the Web
Brand Building on the Web
Brand-Building Web Sites
Advertising and Sponsored Content

9. Building Brands - Beyond Media Advertising

The Brand-Building Task
Building Brands - Some Role Models from Europe
Brand Building Without Advertising - Some Guidelines

PART V: Organizing for Brand Leadership

10. Global Brand Leadership - Not Global Brands

McDonald's in Europe
Global Brands
Global Brand Leadership, Not Global Brands
Sharing Insights and Best Practices
A Common Global Brand Planning Process
Assigning Responsibility to Create Cross-Country
Synergy
A System to Deliver Brand-Building Brilliance
Toward a Global Brand

Endnotes
Index
About the Authors

Stan

Niewielkie ślady używania na okładce. Wewnątrz zaznaczenia na kilkunastu stronach.

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

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.


O książce

Ten popularny podręcznik akademicki opisuje teoretyczne podstawy współczesnego zarządzania, w oparcio o wyniki najnowszych badań. Autorzy ilustrują tekst opisami przypadków licznych firm od mikro do dużych przedsiębiorstw.

Do książki dołączono DVD z materiałami dodatkowymi.


Spis treści

Part One: Management

Chapter 1 Managers and Managing
Chapter 2 The Evolution of Management Thought
Chapter 3 Values, Attitudes, Emotions, and Culture: The Manager as a Person

Part Two: The Environment of Management

Chapter 4 Ethics and Social Responsibility
Chapter 5 Managing Diverse Employees in a Multi-Cultural Environment
Chapter 6 Managing in the Global Environment

Part Three: Decision-Making, Planning, and Strategy

Chapter 7 Decision Making, Learning, Creativity, and Entrepreneurship
Chapter 8 The Manager as a Planner and Strategist
Chapter 9 Value Chain Management: Functional Strategies for Competitive Advantage

Part Four : Managing Organizational Architecture

Chapter 10 Managing Organizational Structure and Culture
Chapter 11 Organizational Control and Change
Chapter 12 Human Resource Management

Part Five: Managing Individuals and Groups

Chapter 13 Motivation and Performance
Chapter 14 Leadership
Chapter 15 Effective Groups and Teams
Chapter 16 Promoting Effective Communication

Part Six: Controlling Critical Organizational Processes

Chapter 17 Managing Conflict, Politics, and Negotiation
Chapter 18 Using Advanced Information Technology to Increase Performance

Stan

Książka wygląda jak nowa. Wewnątrz bez zaznaczeń.


O książce

Na przykładach sukcesów i porażek firm różnej wielkośći, autorzy omawiają podstawowe teorie zarządzania. Dla studentów i praktyków.


Spis treści

PART I. MANAGEMENT CONCEPTS

1. Management: An Overview
2. Management Thought: Past and Present
3. Management Ethics and Social Responsibility
4. Managements Commitment to Quality and Productivity

PART II. PLANNING AND DECISION MAKING

5. The Managers Environment
6. Organizational Planning
7. Strategic Planning and Strategic Management
8. Making Decisions

PART III. ORGANIZING

9. Organizing Principles
10. Organizational Design
11. Organizational Structure and Change

PART IV. STAFFING AND LEADING

12. Staffing
13. Communication: Interpersonal and Organizational
14. Human Motivation
15. Leadership
16. Team Management and Conflict

PART V. CONTROLLING.

17. Information Management Systems
18. Controlling: Purpose and Process
19. Control Techniques

PART VI. SPECIAL CONCERNS

20. International Management
21. Succeeding in Your Organization