pe pagina
  • Marketing Myopia
    La comanda in aproximativ 4 saptamani
    43.00 lei

                Theodore Levitt’s 1960 article “Marketing Myopia” is a business classic that earned its author the nickname “the father of modern marketing”. It is also a beautiful demonstration of the problem solving skills that are crucial in so many areas of life – in business and beyond.

                The problem facing Levitt was the same problem that has confronted business after business for hundreds of years: how best to deal with slowing growth and eventual decline. Levitt studied many business empires – the railroads, for instance – that at a certain point simply shrivelled up and shrank to almost nothing. How, he asked, could businesses avoid such failures? His approach and his solution comprise a concise demonstration of high-level problem solving at its best. Good problem solvers first identify what the problem is, then isolate the best methodology for solving it. And, as Levitt showed, a dose of creative thinking also helps. Levitt’s insight was that falling sales are all about marketing, and marketing is about knowing your real business.

                The railroads misunderstood their real market: they weren’t selling rail, they were selling transport. If they had understood that, they could have successfully taken advantage of new growth areas – truck haulage, for instance – rather than futilely scrabbling to sell rail to a saturated market.

  • Marketing (The Brian Tracy Success Library)
    La comanda in aproximativ 4 saptamani
    50.00 lei

                The success or failure of your business depends on the success or failure of your marketing efforts. If you can identify what your customers want, need, and can afford - and then give it to them - you will achieve outstanding results.

                Filled with Brian Tracy's trademark wisdom, this indispensable guide contains 21 powerful ideas you can use to immediately improve your strategic marketing results. You'll discover how to:

    -        build your customer base;

    -         set yourself apart from the competition;

    -         answer three crucial questions about any new product or service;

    -        use market research and focus groups to fuel better decisions;

    -        fulfill a basic emotional need for buyers;

    -         determine the correct price point for your offerings;

    -         become truly customer-focused; make the most of your distribution channels;

    -        master the concepts of specialization, differentiation, segmentation, and concentration;

    -        give customers a reason to switch from your competitors.

                 Packed with time-tested marketing strategies, this practical and portable book shows you how to overcome the competition, increase sales and profitability, and dominate your market niche.

  • Essential Guide to Marketing Planning
    La comanda in aproximativ 4 saptamani
    50.00 lei

    Essential Guide to Marketing Planning 2e takes you step-by-step through the planning process. Packed with real-life examples, up-to-date marketing ideas and a detailed sample plan, Marian Burk Wood's friendly no-nonsense approach gives you exactly what you need to succeed. It offers you practical guidance in how to research, prepare and present a great marketing plan.

  • Hegarty on Creativity
    La comanda in aproximativ 4 saptamani
    55.00 lei

                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.

                Being creative and innovative and communicating our ideas effectively and persuading others is vital. Who could be better able to demystify and set out some useful, generous advice on how to improve, sustain and nurture creativity than one of the worlds greatest advertising creatives and founder of an advertising agency renowned worldwide for its excellence?

                 In this book, John Hegarty takes 50 provocations and themes that lie at the heart of creative thinking. These range from those with complex depths that lie beyond deceptively simple titles such as Idea, Ego, Money and Technology, to others that look at the complexities of modern life, such as dealing with cynics in the workplace, or the best way of getting angry. Hegarty's message is always crystal clear and promotes the benefits of simplifying, thinking boldly and being undaunted by challenges.

                With this book, when a challenge confronts them, readers will find that one of the great minds in advertising is there to guide them.

  • 60.00 lei

    Guerrilla Marketing Research destroys the myth that only big companies can afford marketing research. This addition to the best-selling Guerrilla Marketing series focuses on why small and medium-sized businesses can benefit from conducting focus groups and surveys -- and how they can do it for far less money than they think.
     
    This compelling book takes readers on a journey through one of the most misunderstood and under-utilized marketing techniques.  In clear, jargon-free style, author Robert Kaden simplifies and clarifies the many misconceptions about market research and its benefits.  The secrets unveiled and the tips offered will convince even the most skeptical business owner, manager, or entrepreneur of the value of marketing research.

  • Stunning advertising
    La comanda in aproximativ 4 saptamani
    60.00 lei

    STUNNING ADVERTISING, is a hard-hitting book on publicity. Remembering such as the Benetton campaigns some years ago, a company which opted for publicity without taboos in which we were presented with images opposing aids, hunger, and racism… we thought of doing this book. Selecting only those campaigns which provoked a sensation in the way we act. Those which leave us speechless, or those which bring out a smile, give us food for thought, the motivation to do something.

  • Dream Catalog
    La comanda in aproximativ 4 saptamani
    70.00 lei

    Comprehensive and selected product listings make this the first and last stop for a directory of quality e-commerce product locations. * High quality visual material and outstanding production values make this practical catalogue an exquisite object in its own right. * The book is complemented by a fully interactive website which will provide hyperlinks to many of the listed sites.

  • The Language of Advertising
    La comanda in aproximativ 4 saptamani
    76.00 lei

                The Intertext series has been specifically designed to meet the needs of contemporary English Language Studies. The core book, Working with Texts, is the foundation text which provides an introduction to language analysis. It is complemented by a range of 'satellite' titles which provide students with hands-on practical experience of textual analysis through special topics. They can be used individually or in conjunction with Working with Texts.
                Drawing on literary and linguistic theory for analysis of texts, The Language of Advertising covers all aspects of advertising language, from the interrelation of language, image and layout to the discourse between 'reader' and advertisement.
    The second edition has been substantially rewritten to incorporate recent developments in the field. Features include:
    * a range of new advertisements, from Orange to Young Person's Railcard
    * new material on internet advertising and its influence on paper texts
    * new material on advertising designed to be seen 'on the move'
    * new activities to support student-directed study
    * updated Further Reading sections and a list of URLs for students to visit.

  • Wally Olins on Brand
    La comanda in aproximativ 4 saptamani
    80.00 lei

    Brands and branding are the most significant contributions that commerce has ever made to popular culture. But branding has now moved so far beyond its commercial origins that consumer response has entered uncharted territory. Wally Olins sets out the ground rules for branding success in the 21st century, explaining why understanding the links between business, brand and consumer has never been more vital for commercial success. It will be an essential purchase for everyone in advertising, marketing and business who needs to understand why the most successful brands in the world triumph by making insiders believe in them - and consumers buy into them.

  • 86.00 lei

    A shocking exposé of Volkswagen’s fraud by the New York Times reporter who covered the scandal.

    When news of Volkswagen’s clean diesel fraud first broke in September 2015, it sent shockwaves around the world. Overnight, the company long associated with quality, reliability and trust became a universal symbol of greed and deception. Consumers were outraged, investors panicked, the company embarrassed and facing bankruptcy.

    As lawsuits and criminal investigations piled up, by early 2017 VW had settled with regulators and car-owners for $20 billion, with additional fines and claims still looming.

    In Faster, Higher, Farther, Jack Ewing rips the lid off the scandal. He describes VW’s rise from “the people’s car” during the Nazi era to one of Germany’s most prestigious and important global brands, touted for being “green.” He paints vivid portraits of Volkswagen chairman Ferdinand Piëch and chief executive Martin Winterkorn, arguing that their unremitting ambition drove employees, working feverishly in pursuit of impossible sales targets, to illegal methods.

    With unprecedented access to key players and a ringside seat during the course of the legal proceedings, Faster, Higher, Farther reveals how the succeed-at-all-costs culture prevalent in modern boardrooms led to one of corporate history’s farthest-reaching cases of fraud―with potentially devastating consequences.

    As the future of one of the world’s biggest companies remains uncertain, this is the extraordinary story of Volkswagen’s downfall.

  • 86.00 lei

    'a compelling methodology... to increase market share quickly' -- Eric Ries, bestselling author of THE LEAN STARTUP

    'a must-read for anyone in business' -- James Currier, managing partner, NFX Guild

    'will teach you how to think like a marketer of tomorrow' -- Josh Elman, partner, Greylock Partners


    Growth is now the first thing that investors, shareholders and market analysts look for in assessing and valuing companies.

    HACKING GROWTH is a highly accessible, practical, method for growth that involves cross-functional teams and continuous testing and iteration. Hacking Growth does for marketshare growth what THE LEAN STARTUP does for product development and BUSINESS MODEL GENERATION does for strategy. HACKING GROWTH focuses on customers - how to attain them, retain them, engage them, and monetize them - rather than product.

    Written by the method's pioneers, this book is a comprehensive toolkit or "bible" that any company in any industry can use to implement their own Growth Hacking strategy, from how to set up and run growth teams, to how to identify and test growth levers, and how to evaluate and act on the results. It is designed for any company or leader looking to break out of the ruts of traditional marketing and become more collaborative, less wasteful, and achieve more consistent, replicable, and data-driven results.

  • 90.00 lei

    Myths of PR uses popular myths about the theory and practice of public relations as a vehicle for helping startup owners, brand marketers, communications practitioners and students to distinguish between fads and tried-and-tested PR practice. Its purpose is to shatter widespread misconceptions about PR, and grant readers insights into why these myths have endured in spite of clearly demonstrable evidence to the contrary. By exploring topics that readers will relate to (though many might frequently misunderstand), Myths of PR will shed new light on essential PR methodology. From the assumption that PR is a never-ending party, propagated by the way the industry is shown in the media and entertainment, to more potentially damaging misconceptions such as the often-repeated 'all publicity is good publicity', it is an engaging, anecdotal read that offers authentic insights into the reality of PR practice from one of the brightest and most exciting young communication experts in the UK.

  • 90.00 lei

    Brands are built on trust, but in a post-truth world they're faced with a serious challenge: so much of modern life is defined by mistrust. A shattering of the vital trust connection between brands and consumers, together with the evaporation of authenticity as a core brand pillar, is causing enormous problems for businesses on a global scale. If a brand isn't seen as trustworthy, then when choice is available it will be rejected in favour of one that is. The Post-Truth Business provides a way forward for any organization wishing to rebuild brand authenticity in a distrustful world. It explains the interconnected problems facing businesses, with important topics including: - The impact of fake news, disinformation and the weaponizing of lies - The safeguarding of privacy, alongside privacy as a tradable asset - Why and how brands must create communication with meaning - The dangers of inauthentic cultural marketing activities - Examples of conscious capitalism and brand activism - Lessons in authenticity from artisans and innovators - National branding and reputation capital - Leveraging the power of 'brand trust' The Post-Truth Business shows how to strengthen consumer engagement by closing the 'brand credibility gap'. It's packed with examples of inspiring people, brands and international campaigns from the fashion, beauty, outdoor, motor, drinks, finance, media, technology, entertainment and health sectors. Each of them demonstrates a dynamic and positive way forward.

    ·  Introduction: Brands are Built on Trust

    ·  Alternative facts and the war on truth

    ·  Privacy as a human right and a tradable asset

    ·  #SkipAd vs connections with meaning

    ·  Conscious capitalism and brand activism

    ·  Price, provenance and transparency

    ·  Makers, innovators and outsiders

    ·  Reputation capital and national branding

    ·  The marketing of culture vs the search for authenticity

    ·  Truth, lies and advertising

    ·  The Post-Truth Brand Manifesto

    ·  1    Alternative Facts and the War on Truth

    ·  A government of lies

    ·  Social media, where ‘everyone has a voice’

    ·  Alternative facts and fake news

    ·  The mainstream media vs political partisanship

    ·  Identity politics

    ·  System One and System Two

    ·  Disinformation warfare

    ·  Social media go to war

    ·  Facebook or Fakebook? Twitter or Twister?

    ·  Fighting back re: the war on truth

    ·  Orwell lives on

    ·  2    Privacy as a Human Right – and a Tradable Asset

    ·  Privacy + data = democracy

    ·  Facebook, Cambridge Analytica and the US presidential election

    ·  Personalization and customer predictive modelling

    ·  Hyper-targeted advertising

    ·  Privacy as collateral damage

    ·  The tech counter-reaction and General Data Protection Regulation (GDPR)

    ·  Surveillance capitalism

    ·  Privacy as a tradable asset aka ‘anonymous data monetization’

    ·  3    #SkipAd vs Connections with Meaning

    ·  Trust in brands has been falling for decades

    ·  #Infosmog and Adtech

    ·  If no one notices your advertising, everything else is academic

    ·  Building ‘connections with meaning’

    ·  Culture vs collateral

    ·  Weaponizing audiences

    ·  Brand experiences and brand movements

    ·  Brand soul

    ·  4    Conscious Capitalism and Brand Activism

    ·  Community-based marketing and citizen brands

    ·  Conscious capitalism vs purpose-washing

    ·  Researching in the community

    ·  Corporate social responsibility

    ·  Brand communities

    ·  Activism and the media

    ·  Sustainability and the circular economy

    ·  Activist brands and conspicuous altruism

    ·  The triple bottom line and joint value creation

    ·  5    Price, Provenance and Transparency

    ·  PWYW: pay what you want

    ·  Product provenance and brand stories

    ·  One question: who made this product?

    ·  Blockchain – the benefits are hard to exaggerate

    ·  Alexa, buy me something … good

    ·  We want control of our health

    ·  Who could you trust more than ‘Doctor You’?

    ·  And finally …

    ·  6    Makers, Innovators and Outsiders

    ·  The human touch in the smart city

    ·  Shop small and shop local

    ·  Intentional buying

    ·  Anarchic branding

    ·  From ‘normal’ to ‘insane’

    ·  Brand fans – getting up close and personal

    ·  7    Reputation Capital and National Branding

    ·  The wrong history – and which truth?

    ·  Branding nations – key approaches

    ·  Cool Britannia: linking with culture

    ·  Storytelling goes for gold

    ·  From superhumans to stereotypes

    ·  Britain is … GREAT

    ·  Authentic branding

    ·  Future brand stories

    ·  8    The Marketing of Culture

    ·  The marketing of culture and the culture of marketing

    ·  #Adfail

    ·  Cultural icons and Parisian chic

    ·  Alternative culture vs the Burning Man

    ·  The search for authenticity

    ·  Brand differentiation

    ·  9    Truth, Lies and Advertising

    ·  The death industry and youth marketing

    ·  After the conquest of cool, the fightback begins …

    ·  Getting the consumer on your side, via anti-consumerism

    ·  How a Vietnam Vet made things personal

    ·  From gesture politics to collective action

    ·  Truth – the legacy

    ·  10    Summary: The Post-Truth Brand Manifesto


  • 90.00 lei

    Social networks are the new norm and traditional marketing is failing in today's digital, always-on culture. Businesses across the world are having to face up to how they remain relevant in the choppy waters of the digital ocean. In an era where a YouTube star gets more daily impressions than Nike, Coca-Cola and Walmart combined, traditional marketing as we know it is dead. The End of Marketing revolutionizes the way brands, agencies and marketers should approach marketing. From how Donald Trump won the American presidency using social media and why Kim Kardashian is one of the world's biggest online brands, through to the impact of bots and automation, this book will teach you about new features and emerging platforms that will engage customers and employees. Discover bold content ideas, hear from some of the world's largest brands and content creators and find out how to build smarter paid-strategies, guaranteed to help you dominate your markets. The End of Marketing explains that no matter how easy it is to reach potential customers, the key relationship between brand and consumer still needs the human touch. Learn how to put 'social' back into social media and claim brand relevancy in a world where algorithms dominate, organic reach is dwindling and consumers don't want to be sold to, they want to be engaged.


    ·  01 Marketing is dead

    ·  Know your audience – who are they and what channels are they on?

    ·  What value do you bring to your intended audience?

    ·  Who are your references?

    ·  Who has perceived influence among your target consumers and how can you align with them?

    ·  Create your own influence

    ·  References

    ·  02 Stranded in a digital ocean

    ·  Getting social media users to engage

    ·  Be where your customers are

    ·  Analyze what content works

    ·  Less promotion, more interaction

    ·  References

    ·  03 How to be savage AF – like Randy

    ·  Be likeable but be a savage

    ·  Finding your brand mentions

    ·  Finding your brand mentions alongside competitor brands

    ·  Finding your competition’s mentions in specific contexts

    ·  Using industry mentions to find prospective customers

    ·  Monitoring reviews of your brand

    ·  Engaging with your competitors’ social media ads

    ·  Strategies to change how your company is perceived on social media

    ·  References

    ·  04 Don’t be mad at Facebook; you just suck at marketing

    ·  Don’t hate Facebook – get better at marketing

    ·  Understanding Facebook’s algorithm

    ·  Types of content to avoid posting on Facebook

    ·  How to growth hack your Facebook content

    ·  Create content that converts

    ·  Conducting an audit of your Facebook pages

    ·  References

    ·  05 Swipe right: sales and marketing is no different from finding your match on Tinder

    ·  The start of Snapchat

    ·  Don’t overly rely on platforms

    ·  Living in a Tinder world

    ·  Carefully map out your story, aka ‘storyboarding’

    ·  Write short one- or two-sentence captions

    ·  Ask open-ended questions to maximize engagement

    ·  Ditch stock photography and replace it with real-life user-generated moments

    ·  Marketing is like dating

    ·  Reference

    ·  06 Growth hacking your way to greatness

    ·  Cheating isn’t winning

    ·  Growth hacking

    ·  Facebook Groups

    ·  LinkedIn Groups

    ·  Facebook Watch Party

    ·  Native blogging

    ·  How to frame content for maximum engagement

    ·  Create Instagram and Twitter pods

    ·  Automate engagement with bots

    ·  07 Marketing lessons from social media giants DJ Khaled and Kim Kardashian West

    ·  Five key points for social media success

    ·  Ten steps to telling the perfect story

    ·  Reference

    ·  08 Transforming your advocates into the faces of your brand

    ·  Why does employee advocacy really matter?

    ·  Getting buy-in throughout the company

    ·  Keys to successful employee advocacy program rollouts

    ·  How to keep up momentum after launching

    ·  References

    ·  09 Judgment day: the battle of AI versus humans

    ·  Machine learning

    ·  Predictive analytics

    ·  Artificial intelligence

    ·  The future is happening now

    ·  Buying ‘fake’ followers and ‘fake’ engagement

    ·  Following and unfollowing tactics

    ·  Auto-like and auto-comment

    ·  References

    ·  10 The power of personality and persuasion

    ·  Meet ‘The 5Ps of Success’

    ·  Add rich media content

    ·  Update often and monitor

    ·  Join LinkedIn Groups

    ·  Find relevant groups

    ·  Introduce and engage

    ·  Create industry thought leadership

    ·  Create video content

    ·  Have a plan and be consistent

    ·  You can’t post once a day and walk away

    ·  Each channel requires its own strategy

    ·  What to do in-between posts

    ·  Reference

    ·  11 Bringing it all together

    ·  How to hack the Facebook algorithm

    ·  Cracking the code on Instagram

    ·  Turn customers and employees into advocates

    ·  Have a strategy for each platform

    ·  Tools to use

    ·  FAQs

    ·  Above all, be social

    ·  12 The new frontier

    ·  Evolve or die

    ·  How to continue to engage new audiences

    ·  Millennials and the C-suite

    ·  The platforms

    ·  Final thoughts

    ·  The new marketing department

    ·  Create your influencers

    ·  Conversational marketing

    ·  Conclusion

    ·  References


  • 95.00 lei

                A World Wide Rave ! What the heck is that ? A World Wide Rave is when people around the world are talking about you, your company, and your products. It's when communities eagerly link to your stuff on the Web. It's when online buzz drives buyers to your virtual doorstep. It's when tons of fans visit your Web site and your blog because they genuinely want to be there. Rules of the Rave: Nobody cares about your products (except you). No coercion required. Lose control. Put down roots. Point the world to your (virtual) doorstep. You can trigger a World Wide Rave: Just create something valuable that people want to share and make it easy for them to do so.

                What happens when people can't stop talking online about you, your company, and your products? A World Wide Rave is born that can propel a brand or company to seemingly instant fame and fortune. How do you create one? By learning the secret to getting links, YouTube, Facebook, and blog buzz to drive eager buyers to your virtual doorstep. For free. In World Wide Rave , David Meerman Scott, author of the award-winning hit book The New Rules of Marketing and PR , reveals the most exciting and powerful ways to build a giant audience from scratch.

  • 12500lei 95.00 lei

                First published by Thames & Hudson in 2011, this is a book that no creative professional should be without. Written by one of the world’s leading advertising men, it contains over four decades of wisdom and insight from the man who put Nick Kamen into a laundrette for Levi Strauss and gave Audi the immortal ‘Vorsprung durch Technik’, among many, many other highly successful campaigns for major brands.

                This revised and expanded edition discusses the changes that have taken place in the advertising industry and Hegarty’s own career since the original book was first published in 2011. One new section – ‘Why I’m now parking my ideas in a garage’ – discusses Hegarty’s new company, The Garage. In the other new section – ‘From Unilever to the UN via a llama’ – Hegarty talks predominantly about the ad he did for the UN’s ‘Global Goals for their Sustainable Development’ campaign.

                Table of Contents

                Introduction: Why Write a Book on Advertising Now? • Part 1: Ideas • Brands and
    Audiences • Agencies • The Creative Director • Clients, Briefs and the Power of Words
    Pitching • Storytelling • Truth and Technology • Part 2: The Right Place at the Right
    Time • From Benton Bowles to 16 Goodge Street • Saatchi & Saatchi • TBWA • BBH:
    The Agency in a Suitcase • First Levi 501s, Then the World • When the World Zigs, Zag
    Why I’m Now Parking My Ideas in a Garage • Advertising Drove Me to Drink • From
    Unilever to the UN via a llama

  • Pack!
    La comanda in aproximativ 4 saptamani
    100.00 lei

    PACK! is a book about packaging design, that includes original packs of bottles, boxes, papers, bags, and range of products which have been designed by artists and designers worldwide. Through these pages we can find different shapes, labels, and textures to show a massive book about all that happen around the world of packaging in all fields such as technology and design, art, industrial design, packaging, graphic design, etc.

  • 100.00 lei

    The importance of nutrition in the prevention and treatment of disease and the maintenance of good health is being increasingly recognised. Nutrition is an area that all health professionals need to be aware of and yet one in which few are specifically tr

  • 100.00 lei

    From the creator of the number one business blog comes a powerful exploration of how, and why, businesses had better be blogging: Naked Conversations.

    According to experts Robert Scoble and Shel Israel, blogs offer businesses something that has long been lacking in their communication with customers –– meaningful dialogue. Devoid of corporate–speak and empty promises, business blogs can humanize communication, bringing companies and their constituencies together in a way that improves both image and bottom line.

    The authors use more than 50 case histories to explain why blogging is an efficient and credible method of business communication. You′ll find yourself excited about the possibilities blogs present after reading just a few pages. Discover how:

    • Prominent business leaders, including Mark Cuban of the Dallas Mavericks, Bob Lutz from General Motors, and Jonathan Schwartz of Sun Microsystems, are beginning to use blogs to connect with their customers in new ways.
    • Blogging has changed the rules of communication and competition.
    • You can launch an effective blogging strategy and the reasons why you should.

    Featuring a foreword by Tom Peters, this is a resource you and your business can′t do without.

  • 100.00 lei

    Această lucrare de referinţă conţine o amplă trecere în revistă a modalităţilor avansate de cercetare pentru adoptarea deciziilor de marketing strategic şi operaţional.
     
    Printre caracteristicile excepţionale ale cărţii se numără:
    Orientarea practică
    Abordarea în detaliu a metodologiei
    Conectarea strânsă a cercetării la problema concretă de marketing
    Modalităţi extinse de analiză
    Un registru bogat de metode de măsurare, procedee de eşantionare şi tehnici statistice, explicate simplu şi oferite gata pentru a fi folosite
     
    Petre Datculescu este doctor în psihologie, consultant de marketing şi director al institutului privat IRSOP Market Research & Consulting, întemeiat în 1990. (www. irsop. ro)

  • Brand Rejuvenation
    La comanda in aproximativ 4 saptamani
    102.00 lei

                According to the American Marketing Association, 80% of all new brands fail. In such a competitive environment, it is essential for brand managers to have all the information they need at their fingertips to keep their brand at the leading edge of the market, and Brand Rejuvenation gives them just that.

                This book highlights the ageing problem that every brand can potentially face and investigates how companies can take steps to counter the ageing process. For brands today, the battle for survival is never-ending - there are millions of brands around the world and not enough space on the shelves and/or in the consumer's mind to hold them.

                With dozens of case studies and examples of brands across different industries, Brand Rejuvenation provides brand managers with lots of ideas and practical advice on how to implement brand rejuvenation and ageing prevention strategies.


  • 104.00 lei

    In All You Need Is a Good Idea, Jay Heyman shows you how to create powerful marketing and advertising ideas that will dramatically increase sales for your business. Perfect for entrepreneurs and small business owners?or operators of any size business, for that matter?this valuable marketing resource will help any business stand out in the marketplace, build bigger market share, gain publicity, and scare the pants off the competition. This book is the perfect guide to creating truly powerful marketing messages.

  • Basics Advertising 01: Copywriting
    La comanda in aproximativ 4 saptamani
    104.00 lei

    This title is the first in the "Basics Advertising" series, which follows on from the successful "The Fundamentals of Creative Advertising". It highlights the importance of being able to think both verbally and visually by conveying the idea that creative ad concepts, with their combination of words and images, often arise as a result of collaborative efforts between both the conceptual copywriter and designers or art director. Subjects covered include: how to generate ideas, improving and mastering your language skills and how to create effective advertising copy.   The book also features a chapter on 'Advertising around the World', which highlights the increasing dominance of English as an international language of commerce and marketing. This title is suitable for first and second year undergraduate students of advertising and marketing courses, all students needing to understand the basic concepts of the discipline before moving into more specific areas of advertising, and practising conceptual copywriters.

  • Wally Olins: Brand New The Shape of Brands to Come
    La comanda in aproximativ 4 saptamani
    110.00 lei

    Wally Olins' fascinating book looks at every aspect of the world of branding. With his customary flair and no-nonsense prose, he analyzes the problems facing todays organizations, criticizes corporate misbehaviour where he finds it, praises those companies who seem to be building and sustaining brands successfully in our brave new world, and predicts the future of branding. Incisive, invigorating and visionary, this analysis of our fast-evolving global marketplace comes from the guru described by The Financial Times as the worlds leading practitioner of branding and identity. No one interested in branding, marketing, business or contemporary culture will want to be without it.

  • 111.00 lei

                 Share This is a practical handbook to the biggest changes taking place in the media and its professions by the Chartered Institute of Public Relations (CIPR) Social Media Panel. The book was conceived and written by more than 20 public relations practitioners representing a cross-section of public, private and voluntary sector expertise using many of the social tools and techniques that it addresses.
                The book is split into 26 chapters over eight topic areas covering the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and the future of the industry. It’s a pragmatic guide for anyone that works in public relations and wants to continue working in the industry.
                Share This
     was edited by Stephen Waddington with contributions from: Katy Howell, Simon Sanders, Andrew Smith, Helen Nowicka, Gemma Griffiths, Becky McMichael, Robin Wilson, Alex Lacey, Matt Appleby, Dan Tyte, Stephen Waddington, Stuart Bruce, Rob Brown, Russell Goldsmith, Adam Parker, Julio Romo, Philip Sheldrake, Richard Bagnall, Daljit Bhurji, Richard Bailey, Rachel Miller, Mark Pack, and Simon Collister.

  • AS Communication Studies
    La comanda in aproximativ 4 saptamani
    111.00 lei

                In full colour throughout and featuring new case studies, this fully revised and updated edition of the best-selling AS Communication Studies covers all aspects of Communication Studies for students of the AS and A Level AQA syllabus.

                The authors, who are experienced teachers and examiners, introduce students step-by-step to the main forms of communication - verbal, non-verbal, intrapersonal and group; they provide guidance on developing effective communication skills and advise on how these skills can be used to prepare for examinations.

    Individual chapters cover:

    * studying communication
    * effective communication
    * text and meanings in communication
    * communication practice
    * themes in personal communication
    * using communication skills to pass exams.

    AS Communication Studies covers every part of an introductory Communication Studies course and includes several useful features and study aids, including:

    * activities for the classroom and practical assignments for individual study
    * worked examination questions
    * suggestions for further reading
    * glossary of key terms
    * case studies showing how theoretical concepts can be applied in everyday situations.

     

  • Radio Handbook
    La comanda in aproximativ 4 saptamani
    112.00 lei

    The Radio Handbook is a comprehensive guide to radio broadcasting in Britain. Completely rewritten and updated for the second edition, using new examples, case studies and illustrations, it examines the various components that make radio, from music selection to news presentation, and from phone-ins to sports programmes. Carole Fleming explores the extraordinary growth of commercial radio, analyses the birth of digital audio broadcasting and Internet radio and evaluates their effects on the industry.

    The Radio Handbook shows how communication theory informs everyday broadcasts and encourages a critical approach to radio listening and to radio practice. Addressing issues of regulation, accountability and representation, it offers advice on working in radio and outlines the skills needed for a career in the industry.

    The Radio Handbook includes:

    • Interviews with people working at all levels in the industry, including programme controllers, news presenters and DJs
    • Examples of programming, including nationwide and local BBC, commercial radio, community and student stations
    • Chapters on radio style, the role of news, getting started in radio and the tools of broadcasting
    • A glossary of key terms and technical concepts

     

  • 113.00 lei

    The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to web-marketing, the rules of new media and researching the new generation of digital consumers. Clear, informative and entertaining, it covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies.

    One of the best-selling books in the industry, this fourth edition of Understanding Digital Marketing has been thoroughly revised with more information, fresh examples and case studies, and the latest developments in the industry. Complete with in-depth insider accounts of digital marketing successes from internationally recognised brands and digital marketing campaigns, it is essential reading for both practitioners and students alike.
    Understanding Digital Marketing is now required reading for more than 100 universities and colleges, including Harvard University and the Chartered Institute of Marketing. Online resources include bonus chapters, contributor views, and case studies on Kwik Fit, Battersea Dogs Home and Yves Saint Laurent.

  • Adland: A Global History of Advertising
    La comanda in aproximativ 4 saptamani
    114.00 lei

    "Adland" is a ground-breaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media - podcasting, text messaging and interactive campaigns. "Adland" focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as Phil Dusenberry and George Lois. Exploring the roots of the advertising industry in New York and London, and going on to cover the emerging markets of Eastern Europe, Asia and Latin America, "Adland" offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future.

  • 115.00 lei

    This fun and friendly book looks at real-life PR stunts that will blow your mind and inspire you to develop innovative and creative ways to get your company noticed. PR guru Peter Shankman chronicles the most ridiculous, outrageous, and possibly crazy PR stunts of all time-explaining why some work and others don't.

  • Basics Advertising 02: Art Direction: Art Direction
    La comanda in aproximativ 4 saptamani
    116.00 lei

                Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. Mahon provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message.
                The book examines the process of visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.

  • Writing at Work
    La comanda in aproximativ 4 saptamani
    119.00 lei

                Many employers complain about the poor communication skills of many young people seeking employment; and many people in employment are handicapped by the poor quality of their written work. While bad spelling, ineffective punctuation and faults in grammar create barriers between the writer and the reader, good English makes the reader feel at ease.
                The benefits of being a good writer at work are:
    Managers need to be able to communicate in order to get ideas across. If they cannot, they will be unable to make their viewpoint heard and they will be unable to influence customers, suppliers and colleagues as desired
                If you can write well, you will find that your views are given prominence over those of others. Effective communication, and that includes writing, is the key to career success and advancement
                This book is for those who have difficulty in getting thoughts into words or their ideas across, as well as those who are satisfied with their writing but are ready to consider the possibility of improving it. It is all about the ways in which writing at work is important - helping the reader to observe, remember, think, plan, organise and communicate.

  • 120.00 lei

    Content, in all its forms, is the single most critical element of any marketing campaign. Finding a successful equilibrium between content marketing and content strategy is difficult, but essential. Content - The Atomic Particle of Marketing goes beyond superficial descriptions of how to produce engaging social media content to offer the results of many years of deep quantitative research, and hours of interviews with senior marketers at some of the world's leading brands. Written by a recognised industry thought-leader, Content - The Atomic Particle of Marketing explores how content functions in the broader framework of all marketing, as well as organizational concerns and IT decision making. It demonstrates the value content brings not only to "owned" media initiatives, such as a company website or blog, but also the essential role content plays in all other marketing initiatives, from social media to advertising to offline channels. It will enable readers to make the organizational, staffing, tools and process decisions necessary to get content up and running across divisions and organizational silos. Deeply researched and insightful, Content - The Atomic Particle of Marketing is, quite simply, the definitive research-based guide to content marketing.

  • Native Advertising: The Essential Guide
    La comanda in aproximativ 4 saptamani
    120.00 lei

     Native advertising: paid-for media that looks and behaves like the content around it. It affects us all. If you own a smartphone, use social media or read content online, you will have been exposed to it - often without realizing. Influenced by digital trends such as mobile advertising, programmatic advertising, ad-blocking, fake news and artificial intelligence, native advertising is a multibillion-dollar industry. It is central to the digital success of many leading brands and companies.

    This comprehensive study by one of the industry's foremost authorities explores the rise of this exhilarating new channel - its impact on the digital media space, and what marketers and businesses need to know about it. This book explores the future of digital advertising and explains why its growth is inevitable, using real-life examples and interviews from marketing leaders around the world and a range of case studies including The New York Times and The Independent.

    Native Advertising goes beyond sponsored posts on Facebook, promoted tweets and BuzzFeed branded articles. It looks at the heart of the matter: audience, budget, content and success measurement. It is full of first-hand advice for any marketer wanting to make the most of digital innovation.

  • 120.00 lei

    Mobile Marketing is a clear, practical guide to harnessing the mobile consumer and tackling the rising challenges of divided user attention across multiple screens at the same time. It demystifies the vast spectrum of tools and techniques now available and explains how to optimize these dynamics into an innovative and effective mobile marketing strategy. Now that website search rankings take into account mobile optimization, no serious marketer can do without a thorough understanding of mobile. The first edition of Mobile Marketing won the Judge's Choice Award in Social Media at the Small Business Trend's 2014 Book Awards.

    This fully revised 2nd edition includes straightforward explanations on mobile optimized content, app development, social media and proximity based marketing. It has also expanded to include two brand new chapters on mobile and email and on location-based devices, plus cutting-edge updates on advances in wearable technology, mobile payments, virtual reality and strategies for the changing user journey. Integrated with tactical checklists, easy application frameworks and powerful case study insights such as Heineken, WordPress, MailChimp, Nike Training Club (NTC), Google Play and Moz, it provides a full overview from service provision and technology integration to content strategy, ready to capture fast-moving consumers on the go. Online resources include a digital marketing instructors manual, supporting lecture slides, example exam and self-test questions, and a content calendar template.

  • 120.00 lei

    Building the Agile Business through Digital Transformation is an in-depth look at transforming businesses so they are fit for purpose in a digitally enabled world. It is a guide for all those needing to better understand, implement and lead digital transformation in the workplace. It sets aside traditional thinking and outdated strategies to explain what steps need to be taken for an organization to become truly agile. It addresses how to build organizational velocity and establish iterative working, remove unnecessary process, embed innovation, map strategy to motivation and develop talent to succeed. Building the Agile Business through Digital Transformation provides guidance on how to set the pace and frequency for change and shows how to break old habits and reform the behaviours of a workforce to embed digital transformation, achieve organizational agility and ensure high performance. Full of practical advice, examples and real-life insights from organizational development professionals at the leading edge of digital transformation, this book is an essential guide to building an agile business.

  • 120.00 lei

    With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress.

  • 120.00 lei

    For those running e-commerce websites there are three ways to increase sales: increasing the quantity of visitors; increasing the percentage of visitors who buy from the site; and increasing the amount that visitors spend when they buy. E-commerce Website Optimization goes beyond simply increasing traffic, helping readers to improve conversion rates, increase ROI from online marketing campaigns, and generate higher levels of repeat business. It brings together usability, analytics and persuasion to offer a straightforward and detailed 5-step methodology of how to use the tools and techniques of Conversion Rate Optimization (CRO) to increase the e-commerce value of websites. Grounded in the latest theory and research, this will help readers to be well-informed and confident to make the right choices. Backed up with a range of invaluable case studies, E-commerce Website Optimization is perfect for those seeking to implement a data-driven ethos to their organization's e-commerce programme, based on market-tested and robust split-test methodology used across a range of commercial businesses. It supports all those responsible for online sales within an organization, be they the Chief Digital Officer, Head of Online Sales or E-commerce; or entrepreneurs and owners of small businesses deriving a substantial proportion of revenue from e-commerce.

  • 120.00 lei

    The ability to predict consumer choice is a fundamental aspect to success for any business. In the context of artificial intelligence marketing, there are a wide array of predictive analytic techniques available to achieve this purpose, each with its own unique advantages and disadvantages. Artificial Intelligence Marketing and Predicting Consumer Choice serves to integrate these widely disparate approaches, and show the strengths, weaknesses, and best applications of each. It provides a bridge between the person who must apply or learn these problem-solving methods and the community of experts who do the actual analysis. It is also a practical and accessible guide to the many remarkable advances that have been recently made in this fascinating field. Online resources: bonus chapters on AI, ensembles and neural nets, and finishing experiments, plus single and multiple product simulators.

  • Private Label
    La comanda in aproximativ 4 saptamani
    120.00 lei

    Private Label is a powerful and compelling book of international scope on both the dangers and the opportunities posed by the rapid growth in recent years of private label or retail brands. Sales of private labels (those owned, sold and distributed by retailers) grew globally 150% more than other brands in the year 2005, and the private label industry is now worth an estimated one trillion US dollars. Debunking the myths and looking at all possible scenarios, Private Label offers brand managers ways to view private label, not as a threat, but as an opportunity to revitalize their brands. Moreover, Private Label also suggests ways retailers can maximize the potential of their own private labels. Using research data from a range of global sources, as well as utilizing a comprehensive survey the authors carried out with Saatchi & Saatchi X, Private Label is a timely attempt to shed light on the world of private label and its impact on global markets.

  • 120.00 lei

     Many marketers spend their days continually reducing brand positioning into single sentences to answer questions such as 'What is the brand message?' or 'What is the USP?' This tendency to perpetually condense and simplify is a carry-over from a long-gone era when products and services remained static, and changes in platforms happened much more slowly. Today, however, the reality is that brands are infinitely more complex, and span territories, consumer groups and categories. Therefore, to boil a branding message down into a single sentence or USP severely limits a brand's potential scope. After all, a brand is like a person, and a person could never be accurately described in a single sentence.

    The Marketing Complex examines the current obsession with over-simplification, and fearlessly challenges marketers to consider whether they are blurring the line between simplifying and simplistic. By exploring the origins and appeal of simplification through some of the best-known literature, the book conclusively proves that endless simplification actually only serves to limit a brand's appeal. By presenting a visionary new model, supported by examples, tools and expertly explained techniques, The Marketing Complex will enable marketers to recognise the important role that depth and multiplicity play in communicating a brand message, and to boldly embrace complexity when crafting their brands.

  • 124.00 lei

    A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion-dollar industry. This is a complete how-to guide for anyone who wants to understand and take advantage of this hot new advertising medium. Drawing on the experience of three industry veterans, insights from key influencers and decision makers, and detailed case studies, the book gives you practical guidance for getting the most out of mobile advertising.

  • 125.00 lei

                Marketing is still seen by many companies as a cost, rather than an investment, and tops the list of types of expenditure most likely to go in a downturn. Profitable Marketing Communications explains that marketing is about creating positive value for a business or brand through demonstrating cost versus return.

                The authors propose a new marketing model, which helps business-owners, CEOs, CFOs and marketers apply an investment-led approach where the focus is value, not cost. 

                Profitable Marketing Communications introduces investment disciplines and strategies to marketing practices. It offers insight into how marketers have delivered outstanding marketing ROI for their companies.

                Finally, it provides a blueprint to maximize the returns from marketing communications. Case studies show how marketing works as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.

  • Media Studies
    La comanda in aproximativ 4 saptamani
    128.00 lei

                 A unique collection of resources for all those studying the media at university and pre-university level, this book brings together a wide array of material including advertisements, political cartoons and academic articles, with supporting commentary and explanation to clarify their importance to Media Studies. In addition, activities and further reading and research are suggested to help kick start students' autonomy.
                The book is organized around three main sections: Reading the Media, Audiences and Institutions, and is edited by the same teachers and examiners who brought us the hugely successful AS Media Studies: The Essential Introduction.
                This is an ideal companion or standalone sourcebook to help students engage critically with media texts - its key features include:

    • further reading suggestions
    • a comprehensive bibliography
    • a list of web resources.

  • Sensational Billboards in Advertising
    La comanda in aproximativ 4 saptamani
    129.00 lei

    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 an

  • 130.00 lei

    Writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This new, expanded edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, and company magazines and internal communications. Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, "Copywriting, Second Edition" takes you through step-by-step processes that can help you to write content quickly and effectively. Including insightful interviews from leading copywriters, as well as illustrated case studies of major brands that explore the challenges involved in creating cutting edge copy, this book will provide you with all the tools you need to become a confident and versatile creative copywriter.

  • 130.00 lei

    More than 100 examples of big format structures, form billboards to adshels, containing some of the most creative outdoor and ambient campaigns from allover the world.

  • Living the Brand
    La comanda in aproximativ 4 saptamani
    132.00 lei

    Your company's workforce is its most valuable asset. It is the employees who translate your organization's strategy into reality, interact with consumers and determine the corporate brand.

    Living the Brand demonstrates how you can empower and enthuse your employees to create "brand champions". This approach enhances employee commitment, improves service standards and focuses efforts to deliver business goals.

    This practical, inspirational book shows you that employees flourish in organizations where they identify with the brand, and organizations flourish when the brand has relevance and creates meaning.

    Using original international case studies, such as IBM, SAS Airlines, UNICEF, Apple and Nike, Living the Brand shows you how to make this happen, through research, training, communication, management and review. It examines the nature of branding and why people have become such important definers of their brand.

    Living the Brand is a CarbonNeutral® publication. To offset the carbon dioxide emissions generated in the book's production, native trees have been planted with Future Forests.

  • Marketing
    La comanda in aproximativ 4 saptamani
    133.00 lei

    Marketing is the first truly integrated print and electronic learning package for introductory marketing modules. It comprises: a textbook packed with learning features, combining authority and a lively and engaging writing style and a diverse range of electronic resources matched perfectly to the content of the textbook, available on the book's Online Resource Centre and instructors' DVD. The purpose of this package is to bring contemporary marketing perspectives to life for students new to the concept of marketing, and for it to be motivational, creative, applied and highly relevant. Marketing starts with the basic concepts from classical marketing perspectives and contrasts these with newer perspectives from the relational and service-based schools of marketing, helping students develop their knowledge and encourage critical thinking. It provides learning insights into marketing theory and practice, through a series of "Insight" features - Case, Practitioner, Marketing, Academic and Research Insights. Marketing is a text for life, purchased at level 1/2 but retained and referred to throughout the course of a student's marketing or business degree. Online Resource Centre and DVD: For Lecturers: Extensive supplementary digital material featuring video clips of interviews with the marketing practitioners from the textbook and guest lectures with academics on the chapter topics to help lecturers illustrate core marketing concepts to students. Also comprises case studies, a test bank, tutorial activities and PowerPoint slides to aid lecturers' teaching. For Students: Provides multiple-choice questions, web-based research activities and abstracts from seminal papers to help students test their own learning.

  • 135.00 lei

    In the 21st century, the Internet has made publishers of anyone with a laptop or mobile phone. In response many observers have said that traditional media -- defined as newspapers, radio, television, cable TV, magazines and other print publications -- are in a death spiral if not already dead. In a series of articles ranging from academic journals to popular print media, opinion surveys and government reports, Are Traditional Media Dead?, investigates this question, exploring: Does journalism have one foot in the grave? How traditional media can fight back How new media has impacted traditional media. How journalism can change to adapt to digital age? Can older media survive?

  • The Advertising Concept Book
    La comanda in aproximativ 4 saptamani
    137.00 lei

    Here is a systematically presented course on everything anyone needs to know about advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. Exercises throughout help the reader judge their own work and that of others. By getting to the heart of the creative process in a way that other guides dont, The Advertising Concept Book can help anyone produce better advertising.

  • Kiss and Sell: Writing for Advertising
    La comanda in aproximativ 4 saptamani
    145.00 lei

    Writing good copy requires creativity. Writing good copy is a craft to be learned through much practise and over time. Kiss and Sell: Writing for Advertising explores all aspects of copywriting to uncover the qualities necessary to fulfill the sole task of the copywriter - to empty store shelves of products. Examples used in the book represent some of the most successful advertising copy ever produced, supported by authentic visuals and engaging text outlining some world-famous campaigns. Interviews with the field's leading players provide exciting insights into one of our most talked-about industries.

  • Fashion Branding
    La comanda in aproximativ 4 saptamani
    147.00 lei

    It is very interesting to see how graphic design and fashion relate. How one
 depends on the other and how they complement each other perfectly. This 
book contains a selection of brand and branding work, providing an insight
 into graphic design’s contribution to the fashion world. It demonstrates how 
the sectors harmoniously unite to create a brand and fashion image.

  • Advertising
    La comanda in aproximativ 4 saptamani
    147.00 lei

    Design for advertising is huge. This book takes a look at leading advertising campaigns from around the world and the design that has made them so successful. From print to screen-based, projects are diverse in terms of both scale and budget. 

  • Creative Advertising: An Introduction
    La comanda in aproximativ 4 saptamani
    150.00 lei

    Creative Advertising: An Introduction explores the fundamentals of advertising and branding, providing an indispensable overview of creative thinking in advertising practice. The book offers clear 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. It is full of advice from some of the worlds leading figures in advertising and is illustrated with numerous examples of award-winning work.

  • Creative Advertising
    La comanda in aproximativ 4 saptamani
    150.00 lei

                Entertaining and inspirational, Creative Advertising is a 'must have' for all designers, art directors, copywriters, and students of advertising – in fact, for anyone who makes a living from good ideas and for whom creativity is the key qualification.
                Unravels the creative processes behind some of the most original and effective campaigns of recent years, showcasing over two hundred examples of international advertising from media including magazines and billboards, television, cinema and the Internet.
                Highlights different methods for creating original and unforgettable advertisements, from finding the elusive ‘big idea’ to re-working classic techniques. Covers award-winning work from some of the biggest and most influential names in the industry, alongside exciting young agencies. All brilliantly demonstrate a fascinating range of approaches including
    • Ways of visualizing concepts
    • The art of illusion and paradox
    • Using metaphor and analogy
    • Deploying shock tactics and humour

                Includes interviews with international professionals, providing unique insights into the working practices of top creatives.

  • 150.00 lei

    Taking a modern European perspective, Marketing Strategies examines marketing from different angles an order to create a broader understanding of the discipline. A radical and dynamic approach to the subject is taken, in that there is no discussion of the traditional 4 'P's, as strategies are company-specific. Instead the author integrates five of the main contemporary factors that affect marketing in the 21st century: Globalisation, the Impact of Technology, Ethics, Market Orientation and Sustainability.

  • How 30 Great Ads Were Made: From Idea to Campaign
    La comanda in aproximativ 4 saptamani
    150.00 lei

               This book takes readers behind the scenes in the world of advertising, showcasing 30 phenomenally successful campaigns from the last decade. Fascinating not only for industry professionals but for anyone with an interest in how ads are made. Technical information on how the ads were developed is accompanied by anecdotes from the creatives, directors and clients, with accounts of how the ads were made and the problems encountered along the way.

                Each campaign is illustrated with imagery showing the stages it went through in development - including sketches and early ideas that may have been abandoned, storyboards, animatics and photos from shoots, as well as shots of the final ads. In addition to offering an insight into the working practices within advertising, the book also demonstrates how the industry is currently experiencing a period of rapid change, and shows the different skills that are now required to work in advertising.

  • 153.00 lei

                Can you explain the explosion of social activities like text messaging with little or no promotion of the behaviour? How a Mexican wave happens? The emergence of online communities? Or - more sensitively - the steady rise of floral roadside tributes to traffic accident victims from complete strangers? Unless you have a good explanation of mass behaviour, you'll have little chance of altering it. Herd reveals that most of us in the West have completely misunderstood the mechanics of mass behaviour because we have misplaced notions of what it means to be a human being. With a host of examples from Peter Kay and urinal etiquette to Apple and Desmond Tutu, Mark Earls offers the most new radical, controversial and significant new theory of consumer behaviour in a generation. "At one level a profoundly simple and important idea, that just happens to overturn everything we thought we knew about marketing to the individual." -Adam Morgan, Founder, Eatbigfish "Mark Earls helps us see clearly that we need to re-write the rules and provides us with a playbook for doing so. Are you ready for the 'we' revolution?" -Ed Keller, CEO, The Keller Fay Group "Herd is a dazzling, nutrient-rich read that urged me to see afresh the big underlying forces driving media behaviour and why they especially matter now." -David Abraham, EVP, The Learning Channel "As important to read as Malcolm Gladwell and Adam Morgan were. I cannot recommend it highly enough unless you are a luddite or an ostrich." -Mark Sherrington, Global Brands Director, SABMiller "Read this book. Think about it. If you're going to be any good at your job in the next 20 years then you need to questions your assumptions about how stuff works." -Russell Davies, Founder, Open Intelligence Agency

  • Journalism: Principles and Practice
    La comanda in aproximativ 4 saptamani
    153.00 lei

    This is the indispensable guide to the theory and practice of journalism, now updated with 20% entirely new material. With its innovative text design, it creatively combines the experience and advice of practicing journalists with the theories and insights from the academic study of journalism. This Second Edition thoroughly addresses the converged nature of much 21st century journalism, with discussion and examples of online practice embedded throughout to represent the reality that online journalism is increasingly part of the job for all journalists.

  • Visual Merchandising
    La comanda in aproximativ 4 saptamani
    154.00 lei

                A great introduction for retail students, this book offers a user-friendly reference guide to all aspects of visual merchandising. Covering both window dressing and in-store areas, and including a range of stores from fashion emporia to small outlets, the book contains a wealth of practical advice, as well as case studies and hints and tips from established visual merchandisers.         
           It reveals the secrets of their toolkit, such as the use of mannequins, the latest technology and how to construct and source props, and explains the psychology behind shopping and buyer behaviour.Presented through colour photographs, diagrams of floor layouts and store case studies, and including comprehensive information such as a glossary of terms used in the industry, "Visual Merchandising" is an invaluable handbook for anyone working in and learning about this exciting subject.

  • 155.00 lei

    "Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale."

    Patrick Quinn, PQ Media

    Branded Entertainment explains how product placement, a long-time phenomenon in films, has gone beyond this to now embrace all media.

    Citing examples from film, to music video, to computer games, the author explains the: history and development of product placement; advantages of this form of brand advertising; methods employed by different brands

    Most importantly, Branded Entertainment discusses the future possibilities for using this form of promotion to recreate an emotional connection with customers and exploiting the opportunities afforded by advances in technology to spread the message across multimedia channels.

    "Lehu explores the long history of product placement , and discusses its potential in the future".

  • 161.00 lei

    In a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person. Effectively appealing to customers requires delivery of brand experiences built on relevance and recognition of context. Just as in any conversation, delivering relevance in context requires understanding the person one is speaking with and shared environment.

    Wheeler answers the biggest question facing digital marketers today: ""with an ever expanding array of digital touch points at one's disposal, how does one deliver content and experiences around one's brand that build relationships and drives results?"" The quick answer to this is ""through the application of data and analytics to drive highly relevant, contextual targeted content and adaptive experience"", but since this answer is not as easy to achieve as it is to say, Architecting Experience has been designed to help readers develop the understanding of marketing data, technology and analytics required to make this happen.

  • Marketing international
    La comanda in aproximativ 4 saptamani
    173.00 lei

                    La mondialisation a favorisé le libre-échange, abaissant les coûts de revient et les prix, mais a intensifié la concurrence. Fin 2013, 1% de la population possède 50 % des richesses mondiales et 3 milliards de personnes, soit la moitié de la planète, vivent avec moins de 60 dollars par mois !

                Face à ces évolutions géopolitiques, à un consommateur très volatil, ainsi qu'aux stratégies d'écrémage et du " bas de la pyramide " des multinationales, comment font les PME pour préserver et pérenniser leur savoir-faire ? Parsemé d'exemples, de schémas et de mini-cas, cet ouvrage est un véritable outil pédagogique qui s'adresse aussi bien aux étudiants en écoles supérieures de commerce qu'aux cadres et chefs d'entreprises.

  • 178.00 lei

             The study of what is collectively labeled "New Media"―the cultural and artistic practices made possible by digital technology―has become one of the most vibrant areas of scholarly activity and is rapidly turning into an established academic field, with many universities now offering it as a major. The Johns Hopkins Guide to Digital Media is the first comprehensive reference work to which teachers, students, and the curious can quickly turn for reliable information on the key terms and concepts of the field.

                The contributors present entries on nearly 150 ideas, genres, and theoretical concepts that have allowed digital media to produce some of the most innovative intellectual, artistic, and social practices of our time. The result is an easy-to-consult reference for digital media scholars or anyone wishing to become familiar with this fast-developing field.

  • This is visual merchandising!
    by Monsa
    La comanda in aproximativ 4 saptamani
    183.00 lei

    This work deals with dedicated mailing and e-mail campaign to targeted retail business media. When we walk along the streets of big cities, we receive subliminal messages from shop windows, sensations such as desire, dreams, attitude to life...and much more. A shop window is often the first contact of what the world has to offer us but it has only fractions of a second to convey its message. This arrestingly illustrated volume shows all the factors that a visual merchandiser or shop window designer must present: the election of colour, the power of lighting, spatial consideration, typology of window models, the importance of small detail and the seasonal and other character of the shop window display.

  • Essentials of Advertising
    La comanda in aproximativ 4 saptamani
    185.00 lei

    Essentials of Advertising is designed to help students navigate their way through the field of advertising. As a subject, advertising affects us all - it surrounds us every day. Yet there is a great deal of variety in the way advertising is interpreted, and practitioners and academics from different backgrounds and disciplines study advertising in vastly different ways.

    For example, psychologists try to understand what happens to our brains when we see adverts, while economists try to understand whether money spent on advertising is worth it.

    Essentials of Advertising will introduce readers to the key concepts of advertising as they have been developed not only by psychologists and economists, but also by sociologists, historians, marketers and media researchers - not to mention advertising practitioners themselves. Meticulously researched, Essentials of Advertising will allow readers to understand not just what different research traditions say about advertising, but why they say it. This will help students develop key analytic skills, and to critically evaluate and exploit the existing research into advertising, based on a greater understanding of where it comes from. This allows them to develop greater perception and awareness professionally, and acts as a springboard for students to jump into the wider area of advertising studies and develop their careers according to their own interests. Online resources include lecture slides, self-test questions, group activities, figures, and case studies for specific chapters, plus web links to industry body research and relevant further reading.

  • Brand Vision 2008
    La comanda in aproximativ 4 saptamani
    186.00 lei

    The best brand design works (2008 ) from around the globe, including more than 200 case studies and over 420 individual visual works, with brief texts exploring in detail the concept of each work. Featuring an international roster of designers, design institutes, and design studios and companies, ranging from the U.S. to Europe , from Japan to Korea, from Russia to India. The international works span interdisciplinary design practices in logo design, brand images, visual design, typography and vector graphics. An essential and boundless resource for all enthusiasts of the design industry. Featured designers include: PARK (Russia), Hesse Design (Germany), Smidswater (Holland), Grapefruit (Rumania), Shin Matsunaga (Japan), Akiko Sekimoto (Japan), Interbrand (U.S.A.).

  • 186.00 lei

    Branding a Store shows how to build a strong, independent retail brand identity to remain competitive in today's global marketplace.

    First the book explains the distinction between retail brands and manufacturer brands, and assesses the increasing conflict between the two. The author explains in detail the potential benefits of a strong retail brand for both the retailer and the consumer.

    It discusses the factors to consider when positioning the brand: assortment; price; convenience; and customer experience.

    The author considers the three competitive strategies to follow to build a strong, distinct brand identity: increasing sales; cutting costs; and increasing differentiation from the competition. Then he explains the most effective ways to communicate with the consumer.

    Finally he offers insights into the future development of successful retail brands.

  • Feedback
    La comanda in aproximativ 4 saptamani
    196.00 lei

    Offers a selection of creative actions sent directly to an individual recipient or to a segment of the general public, with the objective of obtaining a feedback.

    "Feedback" is a selection of the best creative actions sent directly to an individual recipient or to a segment of the general public, with the objective of obtaining a feedback, or simply, to tease the addressee in complicity with the brand. "Feedback" offers various examples of direct response marketing, gathering projects from different disciplines in a single book: consumer relationship management, direct marketing and guerrilla marketing.


  • Blade
    La comanda in aproximativ 4 saptamani
    198.00 lei

    This volume collects advertising from around the world. From African murals to Asian cartoons, from religious promotions to environmental installations, the range attempts to shock, to scare, to amuse. 
    Blade is an extraordinary symposium of ads from around the world, collecting work that shows how man's desire to sell has spurred him to new levels of invention. From African murals to Asian cartoons, from religious promotions to environmental installations, the range of attempts to shock, to scare, to make us laugh, to make us feel guilty, to make us feel good, shows the diversity and the incredible similarities in every attempt to connect with the consumer. Contributions include: creative directors from TBWA and Saatchi & Ogilvy, visionaries such as Stefan Sagmeister, Giovanni Bianco, and Pocko People, underground graphics from Luzern and Nagoya night-club flyer designers, as well as original, undiscovered emerging artists.

  • 207.00 lei

                Disruption? It's nothing new. Just look at any of the breakthrough business ideas of the last thirty years-from Federal Express overnight delivery to Saturn's fixed sticker price-and you'll see a perfect example of the principle of disruption in action. Still, do you really understand what makes these ideas great? On an intuitive level, maybe, but can you articulate it clearly, reproduce it to create your own business breakthroughs, and make it an integral part of how your company operates? Probably not-unless, of course, you're already familiar with the principles and practices spelled out in Disruption, the groundbreaking new book by global advertising and marketing authority Jean-Marie Dru. To put it simply, disruption is about uncovering the culturally embedded biases and conventions that shape standard approaches to business thinking and get in the way of clear, creative thinking. It's about shattering those biases and conventions and setting creativity free to forge a radical new vision of a product, brand, or service. It's about spearheading change rather than reacting to it.

                In Disruption, Dru shows you how to harness the enormous potential of this concept. He introduces innovative strategies for breaking down creative barriers and shows you how to analyze traditional approaches from new perspectives.

                Next, he provides valuable tools for identifying and cataloging conventions, including "what if," "multicultural analysis," and the "disruption bank." He then demonstrates-with the help of dozens of galvanizing examples from around the world-how to apply this knowledge systematically to create innovative competitive strategies, marketing campaigns, and operations plans that can revitalize your company or department.

                Disruption is must reading for all advertising and marketing professionals, as well as business people who understand the value of creativity. Praise for Disruption "Dru offers not just a convincing context but a successful methodology for breaking out of creative ruts. There's nothing like stirring up a little turbulence to get new thoughts flying. In this book, Dru tells how to pump new energy into brands, with fresh, even revolutionary thinking."

    -Aldo Papone Senior Advisor, American Express Company "Dru's advertising theories in Disruption are nontraditional, which is exactly what you need to regain the interest and trust of today's consumers."

    -Scott Bedbury Senior Vice President, Marketing, Starbucks Coffee Company "Disruption is all about risk-taking, trusting your intuition, and rejecting the way things are supposed to be. Disruption goes way beyond advertising, it forces you to think about where you want your brand to go and how to get there."

     -Richard Branson Founder and Chairman of Virgin Group of Companies. "I read Disruption with admiration and recognition. The neat marketing premise of disruption, as articulated, is brilliant. The case studies are compelling ...making this an unusually easy read."

     -Owen J. Lipstein Editor-in-Chief, Psychology Today, Spy, Mother Earth News. "I enjoyed reading Jean-Marie Dru's book and found myself nodding my head rather than nodding off. It's a timely and well-argued reminder of the need to be different."

     -David Abbott Chairman, Abbott Mead Vickers BBDO Ltd. "Dru offers a truly absorbing compendium of the what, how, and why of creating advertising that takes consumers by surprise-advertising that is different but effective. He offers a distinctive approach to discovering unconventional but sensible ideas for brands and for the advertising that supports them -in print, TV, or the Internet."

    -Stephen A. Greyser Professor of Marketing/Communications, Harvard Business School. "Disruption is a catalyst of the imagination, an invaluable guide for rejecting conventionality, ideas which have always been at the heart of MTV." -Bill Roedy CEO, MTV International


  • Truth, Lies, and Advertising: The Art of Account Planning
    La comanda in aproximativ 4 saptamani
    207.00 lei

    "Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity--an approach that gains access to consumers' hearts and minds, develops ongoing relationships with them, and, most important, embraces them as partners in the process of developing and advertising.

    A witty, erudite raconteur and teacher, Steel describes how successful account planners work in partnership with clients, consumer, and agency creatives.

    He criticizes research practices that, far from creating relationships, drive a wedge between agencies and the people they aim to persuade; he suggests new ways of approaching research to cut through the BS and get people to show their true selves; and he shows how the right research, when translated into a motivating and inspiring brief, can be the catalyst for great creative ideas.

    He draws upon his own experiences and those of colleagues in the United States and abroad to illustrate those points, and includes examples of some of the most successful campaigns in recent years, including Polaroid, Norwegian Cruise Line, Porsche, Isuzu, "got milk?" and others.

    The message of this book is that well-thought-out account planning results in better, more effective marketing and advertising for both agencies and clients. And also makes an evening in front of the television easier to bear for the population at large."


  • 210.00 lei

    If advertising is to grab people's attention, it must offer something really extraordinary. This compendium is packed with examples of eye-catching advertisements that use optical magic in order to hook the viewer, and to make sure that they give the ad that crucial second glance.

  • 225.00 lei

    Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

  • Epica Book 22: Europe's Best Advertising, Bk. 22
    La comanda in aproximativ 4 saptamani
    231.00 lei

    The 22nd annual edition of the Epica Book contains more than 950 commercials, print ads, publications, internet sites, direct marketing operations, packaging design projects honored in the 2008/9 Epica awards, Europe's premier creative awards show.

  • 231.00 lei

    The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, The History of Marketing Science is a timely review of the accomplishments of marketing scientists in a number of research areas. Different research areas of marketing science, such as Pricing, Internet Marketing, Diffusion Models, and Advertising, are treated to a highly readable and easy-to-digest historical analysis by the contributing authors. Each chapter provides a chronological timeline of key historical developments in the area of marketing science covered. Readers of other disciplinary backgrounds outside of economics, statistics, and operations research will be more than able to appreciate the development of marketing science as a field of research and its pioneers through the book.

  • Epica Book 23: Europe's Best Advertising, BK. 23
    La comanda in aproximativ 4 saptamani
    248.00 lei

    Epica Book 23: Europe's Best Advertising brings together images from all the winners of the 09/10 awards, featuring more than 950 commercials, print ads, innovative media ideas, publications, internet sites, direct marketing operations, packaging design projects and integrated campaigns. It is a unique source of information for all those interested in contemporary European creative trends. This unique record is conveniently arranged by product category with creative credits and brief translations where necessary. Epica Book 23 includes articles by Lewis Blackwell and Mark Tungate, author of Media Monoliths and Adland (Kolan Page), who also contributed the creative synopses.

  • Unicredited
    La comanda in aproximativ 4 saptamani
    270.00 lei

    Uncredited is the first book to offer a general and historic insight into the role played by graphic design in films, from the dawn of cinema to the present day.

  • 270.00 lei

    Showcasing the Golds, Silvers and other Awarded work from each of the national Awards, the Annual of Annuals provides an inspiring archive of European creativity for 2008. What's next? What issues will shape our immediate future and how will we respond to

  • Services Marketing: People, Technology, Strategy
    La comanda in aproximativ 4 saptamani
    288.00 lei

    Services Marketing: People, Technology, Strategy is the eighth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples. This textbook takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Featuring cases and examples from all over the world, Services Marketing: People, Technology, Strategy is suitable for students who want to gain a wider managerial view of Services Marketing. The textbook will be accompanied by supplementary materials for the educators, which include an instructor's manual for course instruction purposes, a test bank designed for each chapter to assess students' learning and understanding of the concepts learnt, and teaching slides for course presentation during classes. There will also be a course website for new and updated materials for easy access by educators and students alike.

Scroll