Marketing communications

How many marketing messages do you think you see a day? Why do some stick with us more than others? Why do we all remember the Cadbury's gorilla drummer or the Budweiser Frogs? What do they say about the brand? How will you communicate your own marketing messages just as successfully? In this textbook, John Egan draws on years of both industry and academic experience to explain the why as well …

Social media marketing

Covering the social media content that students - and their future employers - need to have, this social media marketing textbook focuses on showing students how social media fits into the marketer's toolbox.

Qualitative research methods in public relations and marketing communications

The nature and usefulness of qualitative research for public relations and marketing communications -- Selecting a topic and relating to your supervisor -- Reviewing the literature & writing the research proposal -- Ethical issues and access -- Ensuring the quality of research -- Choosing between different types of research -- Case studies -- Grounded theory -- Ethnography -- Discourse and crit…

Globalization, Culture, and Branding: How to Leverage Cultural Equity for Bui…

With globalization, the marketplace is becoming increasingly complex for marketers to navigate, bringing dramatic changes to both the supply (i.e., brands that are offered) and demand (i.e., consumers' values and desires) sides of markets. A proliferation of global brands from developed and emerging economies brings diverse cultures to a consumer population that is also growing culturally diver…

Marketing Communications Integrating offline and online with social media

Edition

5th Ed

ISBN/ISSN

9780749461942

Collation

-

Series Title

-

Call Number

658.802 POU m

Taking brand initiative: how companies can align strategy, culture, and ident…

Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch …

Balanced brand: how to balance the stakeholder forces that can make or break …

Companies usually assume if their sales are good, then their brand and reputation must be strong. But all too often, they don't have a clear understanding of the values that drive brand and reputation and actually sustain long-term profitability and growth. This leaves companies vulnerable to dangerous backlash between corporate values, and those of their stakeholders: customers, employees, sha…

E-commerce 2017: business, technology, society

Laudon’s E-commerce 2017: Business, Technology, Society emphasizes three driving forces behind the expanding field of e-commerce: technology change, business development, and social issues. A conceptual framework uses the templates of many modern-day companies to further demonstrate the differences and complexities in e-commerce today. An in-depth investigation of companies such as Uber, Airb…

The new rules of marketing & PR: how to use content marketing, podcasting, so…

The pioneering guide to the future of marketing, The New Rules of Marketing & PR, has been updated and revised to retain its place as the top marketing and public relations book available. Learn the latest tools and techniques to communicate with buyers directly and in real-time, raise online visibility, and increase sales. For professionals, entrepreneurs, business owners, and professors alike…

Customer relationship management : how to turn a good business into a great one!

This title is all about the latest techniques for attracting and retaining customers. It looks at techniques of "customerized selling", how to create a culture of creativity in your business; ideas for customer service skills, and how to segment your customers by value, pattern and buying criteria.