by
Rossiter, John R.
Call Number
658.8 ROS
Publication Date
2005
Summary
Draws from both academic literature and applied literature and from Europe and Australasia as well as the USA. Covers all contemporary forms of marcoms - brand advertising and direct-response advertising, sales promotion, corporate image advertising and more. Rossiter from Uni of Wollongong, NSW and Bellman from Uni of W.A.
Format:
Books
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1.4238
by
Kelly, Lois, 1955-
Call Number
658.8 22
Publication Date
2007
Summary
This is the first book on buzz or word-of-mouth marketing to focus on the message - not just the mechanics - involved in a successful campaign. Both innovative and practical, it is filled with insightful examples of conversational marketing at work in real campaigns. Kelly's articles have been published in "USA Today", "BrandWeek", "The Wall St. Journal", "Advertising Age", and "Adweek", She speaks frequently on marketing and communications to professional organizations like the American Marketing Association and The Conference Board. Kelly's extensive experience has involved working with both larger, more established organizations as well as smaller startups - and the techniques she includes here can work for any organization.
Format:
Electronic Resources
Relevance:
1.3020
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by
Gabbott, Mark, editor.
Call Number
658.8 INT
Publication Date
2004
Summary
"Most of the authors of this book have been involved in marketing either as teachers, researchers or practitioners for some time. This book came about in recognition of the tension that existed between what we taught and what we knew and practiced. Our main concern was the increasing difficulty in defending the 4 Ps framework of marketing. This approach while ground breaking in its time, and useful as an organising tool, has become so ubiquitous in marketing education that it has almost reached mythic status. No one questioned it, no one seemd to even think about it, it was just taught. In an even more worrying development, it was becoming used as a planning and implementation tool, and an operational decision template. Yet when we looked at our graduates and postgraduates, many of whom were already senior marketers, we could see little evidence that the 4 Ps actually represented what they practiced in the business world. It certainly categorised some areas of marketing activity, but helped little in day-to-day marketing management. In 2000 a team was put together to work on the project of developing a completely new introductory marketing textbook. We each brought to the table something different - experienced researchers, teachers, educationalists, writers and business consultants - to piece together what you see as the final book. The Value Model which is the underlying framework is an original and intuitive peice of work. The value planning model is an amalgam of ideas which had been circulating in various forms around the world which we have developed and adapted for our use. This provides a simple schematic that provides an organising framework for the book, and which we hope will become as well known as the 4 Ps. As part of the project we also wanted to explicitly recognise the importance of technology, the ubiquity of services, the impact of globalisation, the continuing concern of ethics and the ongoing importance of relationships and people." -- preface, page xi.
Format:
Books
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1.2850
by
Belch, George E. (George Eugene)
Call Number
659.1 BEL
Publication Date
2001
Format:
Books
Relevance:
1.1723
by
Belch, George E. (George Edward), 1951-
Call Number
659.1 BEL
Publication Date
2004
Format:
Books
Relevance:
1.1693
by
Mizrahi, Janet.
Call Number
808.06665 22
Publication Date
2010
Summary
This book will help anyone who wants to learn how to write or simply how to improve when writing for marketing and public relations. The author brings to light a fantastic, easy-to-follow guide that provides the basics needed to write promotional and informational materials. Written in an approachable style, this book contains helpful samples and useful checklists that will make even the most timid writers confident that they have represented their organization's message in a professional manner.
Format:
Electronic Resources
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1.0293
by
Cato, Mac.
Call Number
658.827 22
Publication Date
2010
Summary
"Leading neuroscientists now believe that 90 percent of all human decisions are emotionally based, and made below the level of consciousness. Because the initial triggers for decision making are sensual, and most often visual, a key priority of this book is to examine how best to establish the key emotional attributes of a brand - the critical first analysis so necessary to successfully creating a strong brand with staying power. The purpose of Go logo! is to provide both creatives and brand custodians a diagnostic analysis of, and a guideline to, the twelve prerequisites for establishing a brand's emotional benchmarks. Perhaps most persuasively, the book offers an extensive and eclectic collection of visual profiles of some of the world's most successful logos and brand identities. The book is based on the author's fifty years of global creative branding experience, plus the personal insights and creative examples provided by a diverse group of contributors. So, have fun, go logo!"--Jacket.
Format:
Electronic Resources
Relevance:
0.6401
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