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Author :
Publisher :
ISBN 13 :
Total Pages : 416 pages
Book Rating : 4.F/5 ( download)
Download or read book Journalism & Mass Communication Abstracts written by and published by . This book was released on 1997 with total page 416 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
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ISBN 13 :
Total Pages : 372 pages
Book Rating : 4.0/5 ( download)
Download or read book Journal of Media Planning written by and published by . This book was released on 1989 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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ISBN 13 :
Total Pages : 522 pages
Book Rating : 4.F/5 ( download)
Download or read book Dissertation Abstracts International written by and published by . This book was released on 2008 with total page 522 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Gini Dietrich
Publisher : Pearson Education
ISBN 13 : 078974886X
Total Pages : 165 pages
Book Rating : 4.7/5 (897 download)
Download or read book Spin Sucks written by Gini Dietrich and published by Pearson Education. This book was released on 2014 with total page 165 pages. Available in PDF, EPUB and Kindle. Book excerpt: Go beyond PR spin! Master better ways to communicate honestly and regain the trust of your customers and stakeholders with this book.
Author : Shelly Rodgers
Publisher : Routledge
ISBN 13 : 1136514872
Total Pages : 649 pages
Book Rating : 4.1/5 (365 download)
Download or read book Advertising Theory written by Shelly Rodgers and published by Routledge. This book was released on 2012-04-23 with total page 649 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. Chapters provide concrete examples, case studies, and readings written by leading advertising scholars and educators. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory – and across advertising contexts – both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework.
Author : American Academy of Advertising. Conference
Publisher :
ISBN 13 :
Total Pages : 328 pages
Book Rating : 4.3/5 (97 download)
Download or read book Proceedings of the ... Conference of the American Academy of Advertising written by American Academy of Advertising. Conference and published by . This book was released on 2001 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Berend Wierenga
Publisher : Springer Science & Business Media
ISBN 13 : 0387782133
Total Pages : 621 pages
Book Rating : 4.3/5 (877 download)
Download or read book Handbook of Marketing Decision Models written by Berend Wierenga and published by Springer Science & Business Media. This book was released on 2008-09-05 with total page 621 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.
Author : Shelly Rodgers
Publisher : Taylor & Francis
ISBN 13 : 1317225465
Total Pages : 466 pages
Book Rating : 4.3/5 (172 download)
Download or read book Digital Advertising written by Shelly Rodgers and published by Taylor & Francis. This book was released on 2017-02-17 with total page 466 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
Author : Jim Macnamara
Publisher : Routledge
ISBN 13 : 1315391961
Total Pages : 405 pages
Book Rating : 4.3/5 (153 download)
Download or read book Evaluating Public Communication written by Jim Macnamara and published by Routledge. This book was released on 2017-09-05 with total page 405 pages. Available in PDF, EPUB and Kindle. Book excerpt: Evaluating Public Communication addresses the widely reported lack of rigorous outcome and impact-oriented evaluation in advertising; public relations; corporate, government, political and organizational communication and specialist fields, such as health communication. This transdisciplinary analysis integrates research literature from each of these fields of practice, as well as interviews, content analysis and ethnography, to identify the latest models and approaches. Chapters feature: • a review of 30 frameworks and models that inform processes for evaluation in communication, including the latest recommendations of industry bodies, evaluation councils and research institutes in several countries; • recommendations for standards based on contemporary social science research and industry initiatives, such as the IPR Task Force on Standards and the Coalition for Public Relations Research Standards; • an assessment of metrics that can inform evaluation, including digital and social media metrics, 10 informal research methods and over 30 formal research methods for evaluating public communication; • evaluation of public communication campaigns and projects in 12 contemporary case studies. Evaluating Public Communication provides clear guidance on theory and practice for students, researchers and professionals in PR, advertising and all fields of communication.
Author :
Publisher :
ISBN 13 :
Total Pages : 1020 pages
Book Rating : 4.3/5 (97 download)
Download or read book Marketing & Media Decisions written by and published by . This book was released on 1987-07 with total page 1020 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Enrique Bigne
Publisher : Springer Nature
ISBN 13 : 3658248785
Total Pages : 242 pages
Book Rating : 4.6/5 (582 download)
Download or read book Advances in Advertising Research X written by Enrique Bigne and published by Springer Nature. This book was released on 2019-10-05 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.
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Publisher :
ISBN 13 :
Total Pages : 596 pages
Book Rating : 4.:/5 (318 download)
Download or read book JMR, Journal of Marketing Research written by and published by . This book was released on 2000 with total page 596 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : George Edward Belch
Publisher :
ISBN 13 : 9780071180269
Total Pages : 886 pages
Book Rating : 4.1/5 (82 download)
Download or read book Advertising and Promotion written by George Edward Belch and published by . This book was released on 2001 with total page 886 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : George Eugene Belch
Publisher :
ISBN 13 :
Total Pages : 890 pages
Book Rating : 4.0/5 ( download)
Download or read book Advertising and Promotion written by George Eugene Belch and published by . This book was released on 2004 with total page 890 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Rajagopal
Publisher : Springer
ISBN 13 : 3030119114
Total Pages : 288 pages
Book Rating : 4.0/5 (31 download)
Download or read book Contemporary Marketing Strategy written by Rajagopal and published by Springer. This book was released on 2019-02-01 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: The broad foundation of this book is laid on the conceptual discussions on consumer theories and applied arguments on shifts in consumer behavior. This book develops knowledge and skills on building market-centric and competition-oriented models. Discussions in the book illustrate strategies for managing competitive market interventions through advanced marketing-mix elements across nine chapters. Various perspectives on innovation and technology for expanding and establishing business in competitive markets are critically reviewed in these chapters. This book examines advanced marketing-mix and several consumer-centric strategies to co-create new businesses in new markets by associating consumers.
Author : Stephan Liozu
Publisher : Routledge
ISBN 13 : 113505181X
Total Pages : 242 pages
Book Rating : 4.1/5 (35 download)
Download or read book The ROI of Pricing written by Stephan Liozu and published by Routledge. This book was released on 2014-01-24 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: As with executives and managers in so many other business functions, pricing specialists are being challenged more and more to substantiate the added value of their activities. Pricing is a core function of every business, and needs not only to contribute positively to short- and long-term results, but also to document its impact to the bottom line. A fundamental part of this is the pricing ROI calculations. This book, edited by globally renowned thought leaders Andreas Hinterhuber and Stephan Liozu, is the first to outline contemporary theories and best practices of documenting pricing ROI. It provides proven methods, practices and theories on how to calculate the impact of pricing activities on performance. Marketing ROI is now a common concept: this collection proves to do the same for pricing. Hinterhuber & Liozu introduce the concept of pricing ROI, documenting and quantifying the return on pricing activities and on the pricing function itself is of increasing relevance today and in the future – in times of budget constraints. 20 world class specialists explore the concept of pricing ROI under both a theoretical perspective and a managerial perspective to shed much-needed light on how to measure and increase pricing ROI. This groundbreaking book will enlighten students and specialists of marketing and sales, pricing managers and executives alike.
