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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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Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. These changes in behaviour are challenging accepted ways of using the media to build brands. Based on data from the…

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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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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…

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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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When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting , a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this…

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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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This easy-to-use handbook is an essential resource for anyone who needs to write English correspondence for an international business audience. In an engaging, accessible style it integrates the theory and controversies of intercultural communication with the…

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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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"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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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…