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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,…
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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…

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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…

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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…
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The Public Relations Handbook, Fifth Edition provides an engaging overview and in-depth exploration of a dynamic and ever evolving industry. The diverse chapters are united by a set of student friendly features throughout, including clear chapter aims, analytical…

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Social media has ushered in a new era of communication between organizations and key stakeholders. This text guides readers through a four-step process of developing a robust social media campaign. Covering the latest industry standards and best practices to…

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Nation branding--a set of ideas rooted in Western marketing--gained popularity in the post-communist world by promising a quick fix for the identity malaise of "transitional" societies. Since 1989, almost every country in Central and Eastern Europe has engaged in…

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Fashion Marketing focuses on fashion marketing, management, and merchandising.

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In this book the author asks a big question: how did public relations develop in Britain and why? The question is answered through a broad ranging narrative which links the evolution of British public relations in the early twentieth century to key political,…

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In recognising the realms of eco-marketing, sustainable marketing, social marketing and ethical consumption, this collection provides an accessible overview of the multifaceted and challenging nature of green and ethical issues. In revealing that there are many…
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This volume provides original insight into the operational opportunities, challenges and constraints in managing Tourism Destination Marketing. It explores how the various tourist destination systems including tourist, places (as seen by the tourist),…
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Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book, originally published in 1992, introduces the essential elements of psychographics. It shows how researchers go about…