Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling Marketing by Baines, Fill, and Rosengren, Fundamentals of Marketing is the most complete resource for students looking for a briefer guide to build their theoretical understanding of marketing into skilful practice.
Filling a gap in the market, this new title approaches the field through a uniquely international angle, with increased emphasis on the impact of digital technology and supported by international case-studies.
Creating a Brand Identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This book is an introduction to this multifaceted process. It illustrates brand identities from around the world.
**Winner of the TAA 2017 Textbook Excellence Award**
"Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users." - TAA Judges Panel
The Second Edition of this popular text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing whilst taking a thorough refreshment of the cases, examples and the literature.
Using a wide range of visual examples and case studies, the authors show how brands benefit from holistic promotional planning that embraces integrated media channels and takes a focus on shifts in advertising due to social media and the new digital environment.
Looking beyond the usual colonial narrative of the subject, Amanda Earley encourages the reader to think reflectively and critically about overlooked aspects of International Marketing such as power relations, history, ethics, culture and politics.
European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. Drawing on research and using examples, this book focuses on the development of customer relationships through quality service, out lining the core concepts and theories in services marketing.
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.
Teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, and company magazines and internal communications. This title provides you with the tools you need to become a confident and versatile creative copywriter.
Creativity isn't an occupation, its a preoccupation. It is at the very core of what makes us human. Its also a fundamental challenge that everyone faces in the modern world, be they in business, in education or a struggling artist or musician. This book takes 50 provocations and themes that lie at the heart of creative thinking.
Provides a look at the process of generating creative advertising ideas and concepts. This title begins with a broad overview of the ideation process and the general principles, before examining the various obstacles that can block ideas and how to break through them.
John Egan draws on both his industry and academic background to explain the why as well as the how of promoting the four P's, covering all the basics students need to know, as well as key issues such as ethical marketing and the changing face of communications.
The text is a European adaptation of our current US book: Strategic Market Management, 9th Edition by David Aaker. This new edition is a mainstream textsuitable for all business students studying strategy and marketingcourses.
This title covers advertising from top to bottom, including the history and development of the advertising industry, the academic thinking that underpins how advertising is practiced today and the strategies used in both conventional and digital advertising today.
"Digital Marketing is an easy-to-understand guidebook that helps the reader to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective digital tools with core values to attain a competitive advantage"--
Consumer behaviour is the study of how, where, when and why we conduct the exchange elements of our lives to satisfy our needs and desires. It is fundamental to marketing as marketing is concerned with supplying and anticipating customer requirements; therefore understanding how customers behave is at the very heart of the marketing concept.
Gives the marketer the tools, techniques and structure needed to produce profitable marketing across the direct marketing spectrum. Suitable for those involved in direct marketing, this book provides not just the structure for success but also an insight into the techniques behind some of the world's successful direct marketing campaigns.
With engaging real-life examples from brands such as Netflix and Paypal, this friendly textbook will lead students to exam success whilst encouraging them to think critically about key topics such as digital technologies, globalization and being green.
A new edition of a lively and critically-enriched guide to writing for the media in a range of different professional contexts. Combining theory with practical techniques, this original text caters for students seeking to hone their skills in areas as diverse as journalism, PR, copywriting and screenwriting.