Transform your business by improving customer experience across the entire end-to-end value chain with this practical guide, including 100 tips and case studies from brands like Amazon, AirBnB and Uber.

Features 100 spreads detailing concepts such as the 'Reveal' and the 'Mash-Up', it presents the key methods of devising print, television, radio, direct and online ideas. This book provides a guide to concept creation, including methods that are applicable across media, and it offers wide-ranging examples from international campaigns.

Provides both an understanding of the application of the principles of advertising from a practitioner perspective, as well as a sound academic underpinning, and illustrated with examples of contemporary practice.

This textbook introduces the key concepts, methods and issues within advertising and promotion through first-hand examples gathered from leading international advertising agencies and brand campaigns.

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.

Integrating various aspects of marketing communication, this book focuses on IMC methods. It includes a chapter on internet advertising, early coverage of ethical, regulatory, and environmental issues, and major condensing.

An introduction to the practices and perspectives of advertising. It explores the industry and those who work in it and examines the reasons why companies and organizations advertise; how they research their markets; where they advertise and in which media; and the principles and techniques of persuasion and their effectiveness.

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.

This is a book for CEOs and Managing Directors who have a successful brand and want an evidence-based strategy that will accelerate growth.

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.

A highly entertaining and visually stunning exploration of the art and design of beer bottles, pump clip and cans and it how has evolved to grab the attention of beer lovers over the years.

In response to the growing 'anti-globalisation' movement and the perception that brands are manipulative and demeaning, this title argues that branding is neither inherently good nor evil. It shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing.

Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing complexity due to globalization has been questioned. Alternative culture frameworks and perspectives are offered by leading scholars in global marketing and management.

"With a new preface, fresh chapters, and updated case studies" --Back of jacket.

This book's step-by-step approach takes a comprehensive and exclusive look into the strategic use of visual, verbal, social media, integrated, and global of advertising communication. Its deconstructive process analyzes one aspect at a time, creating an invaluable research tool that students, professors, small business owners and entrepreneurs will refer to, time and again.

Covering all the essential topics found in planning texts, guidelines and templates, this book provides insights students and executives need to develop sound and convincing market strategies and business plans that enable businesses to succeed.

A study of contemporary commercial culture through theoretically informed interdisciplinary research. It overturns the assumption that it is commerce that works by logical economic models while "culture" is invoked to explain the behaviour of the international consumer.

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.

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.

Revised edition of Consumer behaviour, 2013.

Covers various buzzwords within marketing and consumer behavior: building brand cultures; gender; ethics; sustainable marketing; and, the green and the global consumer. This book locates the development of both marketing ideas and applications within the wider global, social and economic contexts.

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.