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Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. It also details changes in traditional advertising and marketing principles. Blakeman covers key areas,…read more

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A newer edition of this book is available. See the new edition's page at the following address: https://rowman.com/ISBN/9781442221222 Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested, step-by-step approach that lays out creative…read more

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Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving…read more

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During the Pacific War the Japanese government used a wide range of methods to recruit workers for construction projects throughout the occupied territories. Mistreatment of workers was a major grievance, both in widely publicized cases such as the use of…read more

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A CHOICE Outstanding Academic Title 2013! Are we influenced by ads even when we fast-forward them? Do brands extend our personalities? Why do we spend more when we pay with a credit card? Psychological Foundations of Marketing considers the impact of psychology…read more

Kobo Edition (eBook) | Italian

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Quale è la differenza tra un avvocato “comune” ed un avvocato di grandissimo successo?. Quale è la differenza tra il tuo e un grande Studio Legale, che consente al titolare di vivere in una lussuosa villa vicino al mare, guidare una…read more

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This book integrates the study of presidential politics and foreign policy-making from the Vietnam aftermath to the events following September 11 and the Iraqi War. Focusing on the relationship between presidents' foreign policy agendas and domestic politics, it…read more

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India has become one of the hottest business stories in the news. Covering the fast-growing economy, the twists and turns of domestic politics, labor in the large informal sector, the cultural roots of Hindu nationalism, the foreign relations roller coaster, the…read more

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Optimizing AdWords provides the information marketers and future marketers need to harness the power of the Google’s AdWords search engine marketing applications. It provides a big picture overview of the AdWords system, helping businesses and individuals decide…read more

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This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an…read more

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Branding is not merely advertising. On the contrary, in Brand Driven Innovation , branding is considered to provide a driving vision for sustainable growth for organisations. Nor is innovation seen as merely technological and ground-breaking; instead, it's…read more