Markedsføring

This step-by-step guide shows how to create a positive public perception of your school - even if you have no background in public relations. Through real-life scenarios, you'll learn valuable and easy strategies to create goodwill for your school.

Offers fundamental information to assist students in passing the CIM exams. This title features diagrams and bulleted lists. It includes sections that begin with a list of learning outcomes and end with hints and tips, thereby ensuring the content is broken down into manageable concepts and can be easily addressed and memorised.

Designed specifically with revision in mind, this title provides concise, yet fundamental information to assist students in passing the CIM exams. It uses features such as diagrams and bulleted lists throughout to ensure the key points are displayed clearly. Each section begins with a list of learning outcomes and ends with hints and tips.

An eclectic collection of simple games, exercises and activities covering every aspect of selling skills and the sales process. The variety, simplicity and shortness of the games makes the collection a useful addition to the sales trainer's toolkit for both formal and informal training.

Marketing such controversial products as cigarettes, alcohol, gambling, pornography and firearms entails a host of issues. 'Selling Sin' explores the challenges of marketing these socially unacceptable products.

Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.

As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. International Strategic Marketing: A European Perspective is a topical text that expands upon existing international marketing theory and synthesises it with colourful examples of relevant international marketing practice.

Examines the role of apology in response to public attack. It considers topics, from public figures and individuals to corporations and government. This book explores the ethics and the legal liabilities of apologies. Case studies are featured, including an international example for apology making from Japan.

A guide to the 77 key organizations and publications in the field of advertising and marketing communications.

Investigates the constructions and reconstructions of discourse that surround the uses of interactivity in contemporary advertising, public relations, and 'guerrilla marketing'. This book offers a fresh theory of marketing communication based upon approaching persuasion as a dynamic, endless negotiation between distinction-making systems.

Charles Forceville provides us with a method of detecting the metaphors which exist within pictures, particularly in advertising.

Collects the insights of a group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. This book aims to set an agenda for a generation of marketing principles. It seeks to understand and explain how and why marketing has veered off course in order to steer it back in the right direction.

Cause related marketing is one of the most exciting areas in marketing. This book positions Cause Related Marketing in the context of marketing, corporate social responsibility and corporate community investment, and explores who cares and why, providing research analysis into corporate and consumer attitudes both in the UK and internationally.

Endorsed by The Chartered Institute of Marketing (CIM), this work includes a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory of marketing. It contains past examination papers and examiners' reports to enable you to practise what has been learned.

From the New York Times bestselling author of The Millionaire Next Door, the classic guide on how to network with the affluent client.

The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. This title covers such topics as: consumer and organizational buyer behaviour; product and innovation strategies; direct marketing; and, e-marketing.

A guide for creating and running successful campaigns. Suitable for the new campaigner and the experienced communicator alike, it explores what works (and what doesn't) and shows how to use principles and strategy in campaigning as a new form of public politics.

The diversity and complexity of human, societal and organizational relationships and meanings that are constructed through communication are intrinsic to the study of public relations and marketing communications. This guide includes guidance on decision making regarding the different research approaches to achieve different research goals.

This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.

Exciting, engaging and dealing with both the theory and day-to-day practice of public relations, this is a conscise and approachable alternative to the larger, dryer and more expensive textbooks currently on the market.

This is a guide to everything one needs to know when pursuing a successful career in public relations. It is an introduction to public relations, written for students who want or need a definition of the profession to understand what they are moving into as a career.

This practical new title shows readers how to build, deliver and harness value propositions to create profitable growth for a business, by utilizing the experience of clients and customers.

Offers a critical survey of important contributions to managerial marketing discourse from the earliest twentieth century onwards, covering traditions of research such as scientific selling, marketing management and service marketing and drawing from Michel Foucault's understanding of power and Ernesto Laclau and Chantal Mouffe's Discourse Theory.

We are struggling through a worldwide economic and financial crisis. No company can afford to take a wait-and-see attitude. In this book, international strategy guru Hermann Simon offers 33 practical actions that any company can take immediately.

No matter how many resources we consume we never seem to have enough. This book challenges why this is so. It contends that our capitalist economy can exist only on the basis of manufactured scarcity created by 'scarcity-generating institutions', and that these institutions manipulate both demand and supply of commodities.

Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. This book shows how brands transform both the organizations that develop them and the lifestyles of the individuals who consume them.

What is the appropriate criterion to use for distributive justice? Is it efficiency, need, contribution, entitlement, equality, effort, or ability? This book maintains that far from being rival principles of distributive justice, efficiency and need satisfaction are, in fact, complementary norms in our emerging knowledge economy.