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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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CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of…

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Advertising and Violence identifies and analyzes the important issues related to violence in advertising and its overall effects on society. The book is based on a widely cited special issue of the Journal of Advertising and includes eight new chapters that…

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A new collection filled with winning ideas and strategies for improving¿ your sucess in the retail business... 2¿authoritative books, now in a convenient e-format, at a great price! Smart Retail, the world's #1 guide to retail success, complete with crucial,…

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Naval warfare in a typical narrow sea such as the Baltic Sea or the Arabian Gulf includes peculiarities not found in war on the open ocean. Because of the proximity of the landmass, the employment of naval forces and aircraft is far more complex than in war on…

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This book provides a review of the current theory and practice of experiential tourism and how it is marketed. Many societies today are characterised by widespread individual wealth of an order previously confined to the elite with the consequence that ownership…

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The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand…

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Globalization stems from many sources, but as Thomas Gould makes clear, advertising is a primary driver of trans-global cultural change. Gould argues that advertising often carries unfiltered and unblocked cultural messages in addition to commercial speech; as…

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As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to…

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Dieses Buch ist ein umfangreicher praxisorientierter Leitfaden für das moderne digitale Pharmamarketing. Es vermittelt Wissen zu den regulatorischen Anforderungen an das pharmazeutische Marketing und beschreibt und erklärt in diesem Zusammenhang die Themen…

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What algorithms are tractable depends on the speed of the processor. Given the speed of digital computers, polynomial algorithms are considered tractable. But, a human can take several seconds to make one binary comparison between two pens. Given this slow speed,…

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By examining the interface between consumer behavior and new product development, People and Products: Consumer Behavior and Product Design demonstrates the ways in which consumers contribute to product design, enhance product utility, and determine brand…