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The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical…

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The video game industry has been one of the fastest-growing cultural phenomena of our times with market conditions that demand a specific skill set from its marketers. To a new generation of "indie gamers", being a game developer isn¿t just about design and…

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The beauty and diverse graphics found on porcelain enamel advertising has garnered interest from collectors worldwide. Here are some of the finest examples of advertising signs for petroleum, automobiles, gasoline, beer, paints and varnishes, telephone, tobacco,…
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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…

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Sex in Advertising: Perspectives on the Erotic Appeal is the first book to thoroughly tackle important issues about sex in advertising. What is it? Does it work? How does it affect individuals and society? Well-respected scholars and popular writers answer these…

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A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and…

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This book explores how traditional retailing operates in the new competitive environment of a combined e-tailing and brick and mortar marketplace. In drawing together the cutting-edge research of a global group of experts in the field of consumer behavior, this…

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Price is a fundamental profit driver. It is by far the most sensitive profit lever that managers can influence. Very small price changes translate into enormous changes in profit. Price elasticity indicates how sensitively consumers react to price changes. Not…

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