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This volume examines agenda-setting theory as it applies to the news media’s influence on corporate reputation. It presents interdisciplinary, international, and empirical investigations examining the relationship between corporate reputation and the news media…

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Leading experts present cutting-edge ideas and current research on product placement! The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider…
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Making Innovation Work presents a formal innovation process proven to work at HP, Microsoft, and Toyota to help ordinary managers drive top and bottom line growth from innovation. The authors have drawn on their unsurpassed innovation consulting experience -- as…

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This book provides simple explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies. Each of the book's 45 concise units opens with a brief text segment, presents sample…

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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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$105.21

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Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and…

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Now , a leader of Northwestern University's prestigious analytics program presents a fully-integrated treatment of both the business and academic elements of marketing applications in predictive analytics. Writing for both managers and students, Thomas W. Miller…

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If the Human Resource function in a company is second-rate, and the Human Resources Policies and Procedures are not up to par, the performance of the employees working in that company can turn out to be second-rate as well. This 310 page manual includes policies,…

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Why is it important to conduct research on the psychology of the Asian consumer? What research themes have already emerged? What are the relevant theories and practical applications based on this research? These are some of the questions and issues addressed in…

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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 CLASSIC guide to develop a marketing plan-completely updated! The newly revised Marketing Planning Guide, Third Edition is the step-by-step guide that gives you the tools to prepare an effective marketing plan for a company, product, or service. With over 50…
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Brands are everywhere: in the air, on the high-street, in the kitchen, on television and, maybe even on your feet. But what are they? The brand, that point of connection between company and consumer, has become one of the key cultural forces of our time and one…