Business : Advertising & Promotion

A comprehensive handbook that takes the reader step-by-step through the planning and implementation of a successful advertising campaign. How to Produce Successful Advertising discusses every stage of the advertising process and this fully updated third edition also includes extensive coverage of advertising on the Internet. more...

Price: $15.65

Presents the techniques and principles that can be applied to almost any form of promotional writing, in national press, newsletters, press releases, direct mail shots, posters, TV, and radio. The author presents these in the form of rules, such as: know your target market; do research; answer the brief; be relevant; be objective; and more. more...

Price: $25.00

Leading Global Marketing Executive, Fortune 500 Company.  . How Marketing Can Systematically Drive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value:.  : Rethinking and reengineering your entire marketing organization: processes, technology, metrics, and more; New insights from today’s top marketing innovators–including Procter & Gamble, Brown-Forman, Kimberly-Clark, Wachovia, Hyatt, and Gillette; How to create a marketing culture of accountability, and empower change throughout your organization; Indispensable reading for every marketing leader, manager, and business strategist. For the first time, marketing can systematically drive top-line revenue growth and long-term business value. Finally, your organization can have a marketing discipline that begins with customer insight and leverages the full benefits of process, creativity, measurement, and collaboration. In this book, legendary marketing innovator Hunter Hastings helps you build that revolutionary marketing organization and use it to achieve unprecedented business results.  . Discover how to integrate marketing and customer knowledge into everything your company does…leverage technology to identify breakthrough opportunities and marketable innovations… learn faster, act faster, and drive maximum value from every marketing investment you make. more...

Price: $27.99

Die Telekommunikations- und Medienbranchen sind in turbulenter Bewegung. Digitalisierung bestehender sowie das Aufkommen v??llig neuer Netztechnologien und Service-Plattformen werfen die Frage nach der richtigen Strategie auf. Sollen sich die Unternehmen horizontal spezialisieren -das hei??t auf das Angebot von Services und Inhalten f??r den Endanwender- oder sich mit Hilfe leistungsf??higer Infrastrukturen auf Transportdienste als Vorstufe f??r die Verwirklichung derartiger Services konzentrieren? Oder sollen sie die beiden Wertsch??pfungsebenen Infrastruktur und Services gemeinsam, also vertikal integriert, anbieten? F??r beide strategische Ausrichtungen finden sich aktuelle Beispiele in den Telco-, Kabel- und Internetm??rkten. Heftige Debatten um Zugangsregulierung und Netzneutralit??t komplizieren das Bild. Der M??NCHNER KREIS hat diese weltweit gef??hrte Diskussion zum Anlass f??r eine Fachkonferenz mit herausragenden Fachleuten genommen. Das vorliegende Buch enth??lt die Ergebnisse. more...

Price: $79.95

This book is about - but not only about - Napster. The story of Napster is important in its own right, but its legacy even more so. The phenomenon that surrounds Napster has highlighted the extraordinary potential for the mass mobilisation of consumer and community power. This irresistible force - the underground Internet - has blown apart conventional models of doing business. more...

Price: $24.95