Markedsføring

Here Calkins shows business how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if your brand or company is at risk; how to create a defensive strategy; limiting risk and preventing a trial; understanding your own IP as a weapon - and much more.

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 expand the books coverage.

By exploring how financial, legal and wider socio-economic systems can accelerate or decelerate the harmonization in financial markets, this book connects issues both of contemporary political science and accounting research.

This book is an analysis of the economics of the fashion photography industry. Aspers shows how photographers gain their identity in the market and how markets are constructed at the interface of economy and art.

Guiding readers through the basics of how to interpret ads, this work explores everything from product and package design to jingles, cyberadvertising, ad campaigns, global impacts, culture jamming, and advertising effects. It is for readers interested in how ads, marketing, and branding take hold in the consumer psyche.

New edition of a text that provides a practical approach to analyzing, planning and implementing marketing strategies, with a focus upon the creative process involved in applying the knowledge and concepts to the development and implementing of ideas. The core of the planning framework is the organi

This book addresses issues of how to develop new service products -- where the concept of service has moved from transaction to experience.

Combining research with substantive proposals for new standards, this book reveals that the greater the involvement level of viewers in a particular television programme, the greater the impact of the advertising carried by that programme.

The internet has created a new social base where governments are ever more critically examined and measuring public sentiment expressed on social media is crucial to gauging ongoing support for democracy. This book illustrates a methodology for doing so, and considers the impact of this new public sphere on the future of democracy.

Investigates how and to what extent the self-employed and micro-enterprise workers can be represented in the social arena. A cross-sector approach to responsibility for government as well as private businesses.

Clarifies foundational marketing concepts and terms as they relate to church and religious organizations. From social cause marketing to measuring attitudes of respondents and constituent analysis, this book details the tools needed to measure and increase positive response to allow your organization compete effectively.

This text shows senior managers how to create and make use of an effective customer advisory board (CAB). Carter (sales and marketing, Columbia U.) explains how to use different types of customer bases to form advisory boards to help plan future investments, create new products, and improve existing

Examining consumption, this book focuses on concepts of autonomy and rationality. It adopts a moderating perspective, reviewing and critiquing attacks on these concepts in order to work towards a more refined view of the consumer.

Based on a wide range of primary sources, Arvidsson argues that the culture of consumption we see in Italy today has its direct roots in the social vision articulated by the advertising industry in the years following World War One.

A study of Irish advertising's cultural, literary and ideological resonance in the late nineteenth and early twentieth centuries.

In light of the events of 2011, Real-Time Diplomacy examines how diplomacy has evolved as media have gradually reduced the time available to policy makers. It analyzes the workings of real-time diplomacy and the opportunities for media-centered diplomacy programs that bypass governments and directly engage foreign citizens.

Presents a challenging paradigm for the marketing discipline, which is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing central to overall business strategy. This work provides a comprehensive marketing theory that challenges both modern thinking and marketing practice.

This book shows how the US, the EU and China have reached a decisive crossroads, at which a small number of competitive markets which will decide future earning capacity and prosperity. Offers a new, ready-to-apply view of innovation.

Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities.

Proposing a comprehensive account of the global fashion industry this book aims to present fashion as a social and cultural fact. Drawing on six principles from the industry, Godart guides the reader through the economic, social and political arena of the world's most glamorous industry.

How relevant is ethics to project management? The book - which aims to demystify the field of ethics for project managers and managers in general - takes both a critical and a practical look at project management in terms of success criteria, and ethical opportunities and risks.

Guides you step-by-step through the complicated process of determining the feasibility of marketing a new product or service. Using ten real-life case studies with sample reports of actual analyses, this book examines the factors that influence feasibility analyses. It is a useful classroom resource.