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Strategic Copywriting is a detailed how-to guide on techniques for writing and designing ads in newspapers, magazines, and other print media, as well as those broadcast on radio and television. Edd Applegate walks us through the proven principles of writing…

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The face of consumer marketing has changed. However, most contemporary approaches to marketing still fall far short of delivering on the full potential of social and other media for brand development. In contrast, tribal branding integrates offline and online…

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This provocative book challenges many of our ingrained assumptions about the direction of contemporary capitalism and offers fresh perspectives that will inform the development of a new and relevant political economy for our times. The complex and often…

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In the battleground for the hearts and minds of customers, music is one of the most powerful tools that brands can use. In this definitive guide to how brands harness the power of music to drive business, three leading industry experts show you how to create and…

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Public Administration and Law has been edited for use as a supplement for an undergraduate or MPA level course on administrative law. The selections, all from the pages of Public Administration Review, have been chosen to enlighten and enliven the contents of any…

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An Adweek Book Master the techniques that top companies use to spark creativity In today's business environment, gaining the competitive edge through creative and original thinking is a crucial component of brand strategy. Creative leader of advertising Tom…

Hardcover

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Disruption? It's nothing new. Just look at any of the breakthrough business ideas of the last thirty years-from Federal Express overnight delivery to Saturn's fixed sticker price-and you'll see a perfect example of the principle of disruption in action. Still,…

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IN MARKETING What is the main difference between "pathetic" and "profitable?" A compelling advertising headline. Veteran marketers and entrepreneurs alike know a powerful headline is the most important factor for putting more money in your pocket. Whether it's…

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This book's unique combination of case studies and commentaries provides the basis for a systematic discussion of the role of individual leaders and complex institutions in U.S. foreign policy making. The case studies present routine and urgent, controversial and…

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"The Recommender Revolution is a book with real meat on it, one that goes beyond the usual superficialities. The innovativecontent, combined with Jan Van den Bergh's brilliant and unique style of writing, mean that this book is highly recommended!" Nicole Berx,…

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In a society overrun by commercial clutter, religion has become yet another product sold in the consumer marketplace, and faiths of all kinds must compete with a myriad of more entertaining and more convenient leisure activities. Brands of Faith argues that in…

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Whether you're a student of public relations, someone who hopes to break into one of today's most popular growth industries or someone who wants to understand PR better, this book is for you. The new and fully-updated second edition of this acclaimed textbook…