Книги. Художественная литература. Учебники и пособия.

Jae K. Shim

Book Description A must-read for financial professionals and serious investors alike, this one-stop resource offers valuable insight into complex and fast-changing financial markets and advisory markets. It provides in-depth coverage of all the topics key to personal finance, including record-keeping, present and future value in investing, financial career planning, educational planning, cash management, consumer credit, housing, insurance, investment choices, retirement planning, estate planning, tax issues and much more. Packed with helpful tips and lessons, this comprehensive handbook will help professional investors in advising customers as well as provide relevant, cutting-edge information for independent investors.

Michael Newman

This is a guide through the uncertain future of advertising, with a star chart of luminaries to show the way. It examines the underlying principles and the living bones that shape the most successful body of work being done in the world of ideas today.

Heon Stevenson

Book DescriptionDuring the 1960s, the automobile finally secured its position as an indispensable component of daily life in Britain. Car ownership more than doubled from approximately one car for every 10 people in 1960 to one car for every 4.8 people by 1970. Advertisers, who once needed to promote the joys of motoring as well as the particular pleasures of the individual product, no longer needed to wonder whether the potential customer (let alone society at large) might be content with no car at all.It was during this time that the question changed from "Do we need a car?" to "What car shall we have?" This well-illustrated history explores the many types and trends of ads issued by both domestic car manufacturers and importers in three main sections: "Family Marques: Engines of an Industry," "Luxury and Sporting Marques: Aspiration and Escape" and "Imported Marques: Britain Embraces the World." Twelve appendices provide information on various topics ranging from the value...

James Rorty

Many of the earliest books, particularly those dating back to the 1900s and before, are now extremely scarce and increasingly expensive. We are republishing these classic works in affordable, high quality, modern editions, using the original text and artwork.

Barbara Mueller

Dynamics of International Advertising brings to light the unique challenges in developing and implementing successful campaigns globally. With a balance of theoretical and practical perspectives, this text takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Filled with current examples and case studies, Dynamics of International Advertising addresses the key issues that advertisers must keep in mind to create effective communication programs for foreign markets: cultural norms and values, political environments, economic policies, social contexts, and more. Both the process and product of international advertising are addressed?from research and strategy development to creative execution and media planning. This is an ideal textbook for upper-division undergraduate and graduate students in specialized courses dealing with international advertising or marketing. It is also an effective supplemental text for...

Martin Lindstrom

Marieke K. de Mooij

"Consumer Behavior and Culture" reviews the myths of global marketing and explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer behavior. The book reviews and discusses cultural variations of these aspects across the world. Reviews the myths of global marketing and explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer behavior. The book reviews and discusses cultural variations of these aspects across the world. Key Features: A cultural exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence,...

The One Club

Book Description The sixth volume of the famed One Show Interactive Annual solidifies its status as the most complete collection of the industry’s freshest work in new media and integrated media—and it comes with a DVD too. The handsome full-color book presents all the 2003 champions from this highly competitive show, and the spectacular array of cutting-edge, visually arresting websites, minisites, banners, and digital ads will inspire and inform. Commentary from the creative teams aboutstrategy, structure, and design accompanies the gold, silver, and bronze winning creations. The categories include e-commerce, corporate image, direct marketing, self promotion, and more.

Richard Earle

"Richard Earle has written an invaluable book about how to use the medium for the benefit of the people instead of just selling Doritoes. I applaud him for making this contribution and reminding us of how even the advertising industry can have a conscience should it choose to realize the good it can do with its immense power." - Michael Moore, author of Stupid White Men … and Other Sorry Excuses for the State of Nation! and film producer of Roger & Me This book examines how to effectively strategize and develop a public-service advertising campaign that seeks to change strongly ingrained behavior or firmly held beliefs. The Art of Cause Marketing presents several case studies and 75 storyboards from actual cause advertisingand print ads. Examples of cause marketing include memorable ads such as "This is your brain on drugs" and "A mind is a terrible thing to waste."

Isabelle Szmigin

Book Description Understanding the Consumer brings together marketing theory and practice in a truly consumer-centric approach. It challenges the lip service usually paid to this concept and demonstrates that a fundamental understanding of the consumer is critical to the future of effective marketing. Drawing on cutting-edge developments in the literature it reconceptualizes how consumers respond and act in the marketplace with particular attention to: - relationships with suppliers, products and brands - their innovative, creative and resistant behaviour - the complexity and unpredictability of their consumption behaviour - their increasing need to get closer to production. The book challenges existing functionally driven marketing thinking and shows how a more holistic approach to the marketplace will drive better theory and practice. It combines a jargon-free approach to the subject with an illustration of the relevant theory...