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Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings…
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This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from…
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"This book is syncretism at its best . The writing is clear.The flow has the massive feel of logicunfolding"(Arthur Kover, Consulting Director at HCD Research Inc., Management Fellow at YaleUniversity, and former editor of the Journal of Advertising…
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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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Asia is no longer simply the continent to which the world turns for outsourcing and off shoring of production, leaving retailing to Western countries. Asia now contains many of the world¿s largest markets plus many emergent markets as well. North America is fast…

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A constant growth of new small firms is an important part of a healthy economy, yet little is known about the factors which determine success or failure in a small business. Success is concerned not only with the development of a product and its market but, more…