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Spis treści

List of Illustrations
Preface
Introduction: Welcome to the Marketing Communications Revolution 1

Pt. 1 An Introduction to the Idea of Brands 15

Ch. 1 Marketing and Communication in the Twenty-First-Century Marketplace 16
Ch. 2 Brands and Branding 34
Ch. 3 Building Brand Value 58
Ch. 4 The IBC Planning Process and Estimating Customer Value 78
Ch. 5 Converting Customer Knowledge into IBC Programs: The IBC Strategy 104

Pt. 2 Understanding Consumers and Their Relationships to Brands 129

Ch. 6 Consumer Behavior and Information Processing 130
Ch. 7 Researching the Relationship Between the Consumer and the Brand 150
Ch. 8 Developing Communication Investment Strategies 180

Pt. 3 Campaign Strategy: The Elements of an Effective Campaign 201

Ch. 9 Brand Building: Mass Media Advertising 202
Ch. 10 Brand Building: Public Relations 224
Ch. 11 Business Building: Trade Sales Promotion 238
Ch. 12 Business Building: Consumer Sales Promotion 256
Ch. 13 Business Building and Brand Building: Direct Response and Interactive Media 280

Pt. 4 Campaign Evaluation: Issues in Campaign Management 307

Ch. 14 Using Media to Deliver Brand Messages and Incentives 308
Ch. 15 Measuring the Results of IBC Programs 328
Ch. 16 Selling Management on the IBC Plan 360

Index 369

Stan

Książka wygląda jak nowa. Wewnątrz bez zaznaczeń.

O książce

Michael Weiss expands on the geodemographics of The Clustering of America with this fascinating look at the sixty-two new lifestyle "clusters" that define who we are by what we buy. Clustering has become a widely accepted business concept throughout the world, revealing a global village of people who have more in common with foreigners of the same cluster than they do with their fellow countrypeople.

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

his easy-to-read book emphasizes how to use basic economic theory and where to apply it to international economic issues. It empowers readers to understand the international economics they will encounter in business publications such as the Wall Street Journal, and to use international economics to make business decisions. The first half of the book covers international trade, factor movements, and trade and economic development; the final ten chapters on international finance can be divided into at least three parts: national income accounting and exchange rate determination; purchasing power parity and the real exchange rate; and open economy macroeconomics. A useful reference for government officials dealing with international trade and finance issues, and for private citizens who want to learn more about the effect of international economics on business in the 21st century.

Spis treści

1. Introduction: An Overview of the World Economy.
2. Why Countries Trade.
3. Factor Endowments and the Commodity Composition of Trade.
4. Intraindustry Trade.
5. International Factor Movements.
6. Tariffs.
7. Nontariff Distortions to Trade.
8. International Trade Policy.
9. Regional Economic Agreements.
10. International Trade and Economic Growth.
11. National Income Accounting and the Balance of Payments.
12.International Transactions and Financial Markets.
13. Exchange Rates and Their Determination: A Basic Model.
14. Money, Interest Rates, and the Exchange Rate.
15. Price Levels and the Exchange Rate in the Long Run.
16. Output and the Exchange Rate in the Short Run.
17. Macroeconomic Policy and Floating Exchange Rates.
18. Fixed Exchange Rates and Currency Unions.
19. International Monetary Arrangements.
20. Capital Flows and the Developing Countries.

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Minimalne ślady używania na okładce. Wewnątrz jedna lub dwie pieczątki. Bez zaznaczeń.

O książce

A powerful sequel to Benjamin R. Barber's best-selling Jihad vs. McWorld, Consumed offers a vivid portrait of an overproducing global economy that targets children as consumers in a market where there are never enough shoppers and where the primary goal is no longer to manufacture goods but needs. To explain how and why this has come about, Barber brings together extensive empirical research with an original theoretical framework for understanding our contemporary predicament. He asserts that in place of the Protestant ethic once associated with capitalism-encouraging self-restraint, preparing for the future, protecting and self-sacrificing for children and community, and other characteristics of adulthood-we are constantly being seduced into an "infantilist" ethic of consumption.

Spis treści

Acknowledgments

The Birth of Consumers
Capitalism Triumphant and the Infantilist Ethos
From Protestantism to Puerility
The Eclipse of Citizens
Infantilizing Consumers: The Coming of Kidults
Privatizing Citizens: The Making of Civic Schizophrenia
Branding Identities: The Loss of Meaning
Totalizing Society: The End of Diversity
The Fate of Citizens
Resisting Consumerism: Can Capitalism Cure Itself?
Overcoming Civic Schizophrenia: Restoring Citizenship in a World of Interdependence

Notes
Index

Stan

Poza brakiem obwoluty książka wygląda jak nowa. Bez zaznaczeń.

O książce

Every design firm dreams of landing a huge corporate client with deep pockets and a stream of lucrative projects in the pipeline. This book explores the important role graphic design plays as a part of a strategy for big business success and offers designers business-smart information on how to land, work with, and keep large corporate clients.