Explores the fundamentals of advertising and branding, providing an indispensable overview of creative thinking in advertising practice. This book offers guidance on portfolio presentation, making contacts and skills building, on crafting ideas in copy and art direction, and on working with others in the larger creative process.
The internationalization and consolidation of retailing is turning the traditional retail industry on its head. International purchasing, fast and efficient operational models and new technologies constantly challenge retailers. This title analyses the changes in the retail industry and the strategic options now open to companies.
Provides a comprehensive selection of essential readings, covering six key areas in business strategy: What is Strategy?; Competition and Industry Effects; Resources, Capabilities and Core Competencies; Strategic Innovation and Firm Size; Organisational Structures, Learning and Knowledge Management; and the Global Information Economy.
Serves as a practical manual for all managers and marketers getting to grips with the techniques available to skilled direct marketers. This book shows how to: plan a direct marketing campaign; integrate new technology with conventional direct marketing practice; and maximise the impact, efficiency and return on investment of your activities.
Climate change, the resource constrained economy, and sustainability in general are amongst the hottest and most problematic topics for contemporary businesses. This book provides a comprehensive overview of how the world's sustainability challenges are affecting and being affected by business.
This approach to retail strategy and implementation is structured around the key themes of planning and control. It covers all stages of retail strategy, including analysis, planning, implementation and control, much of which is based on real world experience and relevant management literature.
The creative industries are a growing economic as well as cultural force. This book investigates their organizational dynamics and shows how companies structure their work processes to incorporate creative employees' needs for autonomy while at the same time controlling and coordinating their output.
Principles of Retailing is a comprehensive, academic text on Retail Management, which takes a UK and European perspective. It is ideal for both undergraduates and postgraduates studying retailing as part of a Retailing, Marketing or Business degree.