This is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding and consumer behavior. Ideally suited for both students and professionals, the n
Presenting a robust introduction to public relations strategy, this book helps readers explore their perceptions of what strategy is or might be; highlights influencers of strategic decision making su
From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age.In this
"This book provides strategies used in employing media plans, reflecting how firms evaluate marketing opportunities, determine communication channels, set objectives, choose the right promotion mix, s
Using a wide range of visual examples and case studies, Advertising and Promotion 4th edition introduces the reader to the key concepts, methods and issues and illustrates these with first-hand exampl
Using a wide range of visual examples and case studies, Advertising and Promotion 4th edition introduces the reader to the key concepts, methods and issues and illustrates these with first-hand exampl
The immersive brand experience is revolutionizing brand engagement. Experiential Marketing, second edition, cuts through the jargon with clear practical guidelines on how to magnify marketing strategi
In its fourth edition, Strategic Writing emphasizes the goal-oriented mission of high-quality media and public relations writing with clear, concise instructions for more than 40 types of documents. T
"This book is on the latest multi-platform advertising strategies in the global marketplace. It is accessible to advertising, marketing communications, and marketing practitioners to better understand
In its fourth edition, Strategic Writing emphasizes the goal-oriented mission of high-quality public relations and media writing with clear, concise instructions for more than 40 types of documen
A Manager's Guide to PR Projects, Second Edition picks up where classic public relations textbooks leave off. It provides hands-on guidance in planning the preliminary research for a public relations
Despite the ubiquity of new forms of communication technology, press conferences remain a vital way for companies to share news. One size or message does not fit all and the content showcased must be
What makes a great idea? How do you make the best pitch to a prospective client? What effect will new technology have on advertising? Written by one of the world’s leading advertising creatives, Hegar
Communication is developed in our relation to others and in relation to what happens in the social context. It is therefore not neutral but mediates people’s relationships and practices. Technological
A Manager's Guide to PR Projects, Second Edition picks up where classic public relations textbooks leave off. It provides hands-on guidance in planning the preliminary research for a public relations
Private companies that respond poorly to a crisis may go bankrupt, wiping out investments and jobs. Charities that respond poorly to a crisis may lose donations, ending support for the most vulnerable
Private companies that respond poorly to a crisis may go bankrupt, wiping out investments and jobs. Charities that respond poorly to a crisis may lose donations, ending support for the most vulnerable
Experiencing Public Relations examines the everyday experiences of PR practitioners in order to better understand how public relations is perceived by those outside and within the field. The book aims
Experiencing Public Relations examines the everyday experiences of PR practitioners in order to better understand how public relations is perceived by those outside and within the field. The book aims
