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O książce

Bestseller na rynku amerykańskim. Kompleksowe omówienie zintegrowanej komunikacji marketingowej. Dla studentów i specjalistów.

Spis treści

Part 1: The Role of IMC in Marketing

Chapter 1: An Introduction of Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process

Part 2: Integrated Marketing Program Situation Analysis

Chapter 3: Organizing for Advertising and Promotion
Chapter 4: Perspectives on Consumer Behavior

Part 3: Analyzing the Communication Process

Chapter 5: The Communication Process
Chapter 6: Source, Message, and Channel Factors

Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs

Chapter 7: Establishing Objectives and Budgeting for the Promotional Program

Part 5: Developing the Integrated marketing Communications Program

Chapter 8: Creative Strategy: Planning and Development
Chapter 9: Creative Strategy: Implementation and Evaluation
Chapter 10: Media Planning and Strategy
Chapter 11: Evaluation of Broadcast Media
Chapter 12: Evaluation of Print Media
Chapter 13: Support Media
Chapter 14: Direct Marketing and Marketing on the Internet
Chapter 15: Internet and WWW
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising
Chapter 18: Personal Selling

Part 6: Monitoring, Evaluation, and Control

Chapter 19: Measuring the Effectiveness of the Promotional Program

Part 7: Special Topics and Perspectives

Chapter 20: International Advertising and Promotion
Chapter 21: Regulation of Advertising and Promotion
Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

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O książce

Popularny podręcznik amerykański, opisujący podstawowe zagadnienia marketingu międzynarodowego.

Spis treści

Preface
Acknowledgments
About the Authors

Pt. 1 The International Environment

Ch. 1 The International Marketing Imperative 2
Ch. 2 International Trade Institutions and Trade Policy 30
Ch. 3 The Cultural Environment 56
Ch. 4 The Economic Environment 88
Ch. 5 The International Political and Legal Environment 130

Pt. 2 Beginning International Marketing Activities

Ch. 6 Building the Knowledge Base 186
Ch. 7 Exporting, Licensing, and Franchising 224
Ch. 8 Product Adaptation 246
Ch. 9 Export Pricing Strategies 272
Ch. 10 International Communications 304
Ch. 11 Channels and Distribution Strategies 332

Pt. 3 Global Marketing Management

Ch. 12 Global Strategic Planning 396
Ch. 13 Global Market Expansion 420
Ch. 14 Product and Brand Management 438
Ch. 15 Services Marketing 464
Ch. 16 Global Pricing Strategies 484
Ch. 17 Logistics and Supply Chain Management 508
Ch. 18 Global Promotional Strategies 536
Ch. 19 Marketing Organization, Implementation, and Control 568
Ch. 20 The Future 598

References
Glossary
Index

Stan

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

O książce

A spirited exploration of the culture created when advertising becomes not just a central institution, but the central institution.

Twitchell eloquently excoriates the standard dull rants about the evils of commercialism. In true postmodern fashion, he argues that there can be no meaningful division between high art and advertising. . . . Not a single page is without a cleverly turned sentence, thought-provoking remark, or outrageous conclusion. (Wired)

Spis treści

Preface

1 Plop, Plop, Fizz, Fizz: American Culture Awash in a Sea of Advertising 1
2 We Build Excitement: The Delivery of Adcult 53
3 Strong Enough for a Man But Made for a Woman: The Work of Adcult 109
4 Halo Everybody, Highlow: Adcult and the Collapse of Cultural Hierarchy 179
5 Takes a Licking, But Keeps on Ticking: The Future of Adcult 229

Selective Bibliography 255
Index 263

Stan

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

O książce

Marketing Strategy is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today. This book helps develop a customer-oriented market strategy and market plan, including cases.

Spis treści

Ch. 1 Marketing in the new economy 1
Ch. 2 Strategic marketing planning 22
Ch. 3 Situation analysis : collecting and analyzing marketing information 46
Ch. 4 SWOT analysis : a framework for developing marketing strategy 73
Ch. 5 Managing customer relationships 100
Ch. 6 Market segmentation, target marketing, and positioning 134
Ch. 7 Product strategy 160
Ch. 8 Pricing strategy 187
Ch. 9 Distribution and supply chain management 214
Ch. 10 Integrated marketing communications 234
Ch. 11 Marketing implementation and control 257
Ch. 12 Marketing ethics and social responsibility 292

App. A Marketing plan worksheets 547
App. B Example marketing plans 561
Endnotes 597
Company and brand index 609
Name index 617
Subject index 619

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Ksiażka, zwana również "biblią społecznych metod badawczych", to przejrzyste wprowadzenie w dziedzinę badań społecznych. Podkreślając znaczenie procesu badawczego, autor pokazuje jak praktycy projektują narzędzia badawcze. Babbie prezentuje szerokie spektrum tych narzędzi, określając ich zalety i wady oraz najlepsze sposoby wykorzystania. Autro wyjaśnia także sposoby analizy uzyskanych w badaniach danych ilościowych i jakościowych.

Książka polecana studentom, osobom zajmującym się badaniami oraz tym, którzy wykorzystują i interpretują wyniki badań społecznych w pracy.

Spis treści

Holographic Overview.

PART 1: AN INTRODUCTION TO INQUIRY.

1. Human Inquiry and Science.
2. Paradigms, Theory, and Social Research.
3. The Idea of Causation in Social Research.

PART 2: THE STRUCTURE OF INQUIRY.

4. Research Design.
5. Conceptualization, Operationalization, and Measurement.
6. Indexes, Scales, and Typologies.
7. The Logic of Sampling.
8. Experiment.

PART 3: MODES OF OBSERVATION.

9. Survey Research.
10. Qualitative Field Research.
11. Unobtrusive Research.
12. Evaluation Research.

PART 4: ANALYSIS OF DATA.

13. Qualitative Data Analyses.
14. Quantifying Data.
15. Elementary Qualitative Analyses.
16. The Elaboration Model.
17. Social Statistics.

PART 5: THE SOCIAL CONTEXT OF RESEARCH.

18. The Ethics and Politics of Social Research.
19. The Uses of Social Research.

APPENDIXES.

A: Using the Library.
B: Social Research in Cyberspace.
C: The Research Report.
D: GSS Household Enumeration Questionnaire.
E: Random Numbers.
F: Distribution of Chi Square.
G: Normal Curve Areas.
H: Estimated Sampling Error.
I: A Learner's Guide to SPSS.
J: Twenty Questions a Journalist Should Ask about Poll Results.

BIOGRAPHY.
GLOSSARY.
INDEX.