Книги. Художественная литература. Учебники и пособия.

Danesi Marcel

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Brad Kirk

Book Description One of America's most successful marketing executives reveals tips and techniques of the massmarketing giants Today's best marketing minds are in the consumer packaged goods industry, working with budgets of $100 millionor more to pitch everything from soft drinks to shaving cream. Lessons from a Chief Marketing Officer takes an inside look at this highpressure world and provides readers with the essential ingredients needed to become not just market leaders­­but leaders committed to great marketing. Dynamic and packed with hands-on techniques, Lessons from A Chief Marketing Officer reveals the strategies top marketers use to capture and dominate their markets. It explains how organizationsof any size can emulate the leaders and transform marketing into an organizational prerogative, one designed to capture the minds and pocketbooks of the buying public.

P. H. Collin

Book Description From market research and packaging to TV advertising and publicity, all aspects of marketing are defined and explained in this overview of marketing terminology. Useful supplements in this updated edition include SWOT (strengths, weaknesses, opportunities, and threats) analyses and a sample print specification form.

August Bullock

A fascinating look at how media manipulates the mind; A handbook for marketing, psychology, sociology, and related classes; A "how to manual" for artists, advertisers, and business people interested in subliminal techniques. The Secret SalesPitch argues that, since the 1950s, optical illusions have been secretly embedded in mass media in order to manipulate the public unconsciously. These subliminal images are extremely provocative, and involve nightmarish monsters as well as many forms of erotica. In addition, pictures with subliminal meanings understood only on an unconscious level have secretly aroused viewers? innermost fears and fantasies. The author is an attorney who presents the evidence of subliminal advertising as though he were addressing a jury. Although the claims on the cover may initially seem outlandish, the case that is presented is credible and disturbing. The examples that are provided are startling, and intelligently correlated to studies...

Schonfeld & Associates, Inc.

Schonfeld & Associates publishes Advertising Growth Trends annually, giving information on publicly owned corporations that spend on advertising. The study is ordered by U.S. Department of Commerce SIC (Standard Industrial Classification) and alphabetically by company name within each SIC. Each company's historical information includes: advertising spending for each of the last five calendar years expressed in constant 1990 dollars, the percent of advertising the company expended in relation to the total spending by all companies with the same SIC, inflation adjusted sales for each of the last five years and the percent share of sales over the SIC. The average annual percent change over the five year period in spending, sales and shares are also displayed. Measures of profitability and effectiveness of the company's advertising expenditures are shown along with What If scenarios and Management By Objective values for the next calendar year.

The fourth edition of The Practice of Advertising is fully updated and revised including chapters by twelve new authors who are all top professionals in their own fields. The Practice of Advertising starts by answering the question `how' rather than `why' in relation to advertising. It then introduces the background and growth of each of its major components. stating thier present position and forecasting new developments. Some new topics covered are: * recruitment * directory * services * business-to-business advertising * planning and marketing communications. Contributors: Norman Hart, Ann Burdus, Geoff Smith, Ian Linton, Kenneth Miles, John Josling, Robert Hamer, Graham Bunting, Roy Topp, Nigel Foster, Bob Durrant, Martyn Davis, Alan Copage, Mark Lovell, Richard Jeans, David Wook, John Ward, John Ratcliffe, David Farbey, David Hanger, Peter Simmons, Matti Alderson, Jim Knight. ideal for CIM or CAM students, as well as for Business...

Raymond Pettit

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Tom, Ph.D. Duncan

Jim Howard, Heather Kirk, Chris Howard

Make a Lasting Impression? What is the secret weapon that multi-million-dollar corporations use and entrepreneurs and small-business owners often overlook or simply believe to be out of their reach? The power of branding is unparalleled. Major corporations spend billions of dollars every year on branding, yet entrepreneurs and small-business owners fail to see the need to take the time to properly brand their companies. As an entrepreneur or small-business owner, you face an arena of competition that is growing at a faster rate then ever before. Every day people are setting up shop for their home-based businesses on the Internet, giving them virtually unlimited reach in your marketplace. You must have a way to differentiate your company from everyone else. Proper branding can make your business stand out in the crowd. This book answers the questions most frequently asked by entrepreneurs and small-business owners about branding. It offers information that will allow you to make your...

Birgit Krols

Billboards have become the most creative form of advertising. This book not only looks back a the most controversial and striking ad campaigns of the last fifty years but also looks to the future, with an overview of the very latest advertising formats and techniques.