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Corporate communication is an increasingly powerful strategic tool for connecting with a company's stakeholders. This book features contributions from leading international academics, combining a strong theoretical grounding and the latest research with a…

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There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and…

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Stewart Ross's book, which represents the distillation of thirty years of professional experience in industrial advertising and promotion, is the only comprehensive and up-to-date working guide available for advertising, sales, and marketing managers of…

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This volume brings together leading academic researchers and industry professionals to discuss the underlying factors that determine where cable TV advertising is today and what can and should be done in the future. The authors are united in their belief that…

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This is the first reference volume devoted solely to the subject as it applies to the publishing industry.

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$94.95

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Fowles asserts that the appeals of mass advertising reflect the motivational state of the targeted audience and that these motivational states anticipate socio-cultural change. Using advertising of 1950, 1960, and 1970, Fowles determined that the unsatisfied…

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Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus…

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Drawing on the experience and vision of more than 200 experts in the United States and Canada, this book analyzes the impact of trends that cut across the entire industry and cites a number of case histories to illustrate how different firms handle challenging…

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Video Game Marketing: A Student Textbook

by Peter Zackariasson

|This title releases October 7, 2016

Paperback

$80.55 online

$83.90

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The video game industry has been one of the fastest growing cultural phenomena of our times and to a new generation of "indie gamers", being a game developer isn¿t just about design and production. A successful video game demands entrepreneurial skills and…