Marketing Week is the world’s premier annual collecting of promoting and communications leaders every single calendar year in New York City. Measured by breath, scope and effect, Marketing Week transcends standard field conferences and The Week moves the needle on crucial field difficulties like expertise and range by means of GeneratioNext and Marketing Futures. With far more than two hundred distinct situations, The…
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Author : JOBBER, DAVID/E
Genre : Business & Economics
Summary : EBOOK: Principles and Practice of Marketing
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Author : Francesca Dall'Olmo Riley
Genre : Business & Economics
Summary : The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
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Author : Timothy D. Taylor
Genre : Business & Economics
Summary : Here, Timothy D. Taylor tracks the use of music in American advertising for nearly a century, from variety shows like 'The Clicquot Club Eskimons' to the rise of the jingle, from the postwar growth of consumerism, to the more complete fusion of popular music and consumption in the 1980s and after.
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Author : Isabelle Szmigin
Genre : Consumer behavior
Summary : Presenting a brand new approach to teaching consumer behaviour, Szmigin and Piacentini move beyond traditional psychological learning to acknowledge more holistic perspectives of consumer behaviour and incorporate new areas of research, such as Consumer Culture Theory, which are enhancing ourunderstanding of this fascinating subject.The latest behavioural, psychological and sociological approaches are presented alongside emerging techniques, such as neuromarketing, with their application to marketing explicitly drawn out.Theory is firmly set in context for students through extensive use of international examples and extended cases on topics such as repertoire shopping in China, lifestyles of Indian consumers, and learning about brands through Havaianas in Brazil.Each chapter includes Consumer Insights covering topics such as social media marketing in the Netherlands, repositioning Lucozade in the UK, and finding the right celebrity endorser. These features bring together the themes discussed and encourage students to engage with the material on a morepractical level.Central to the book is the recognition of how businesses and government are likely to use knowledge of these theories and techniques in marketing strategies and business decision making. Each chapter includes a Practitioner Insight from a professional working in marketing, advertising, government ora charity, including Dubit, Thinkbox and Age UK to provide real world views on the topics being discussed and the possible future direction of these areas.The authors acknowledge consumer behaviour as a research discipline. To reflect this, Research Insights features throughout each chapter include links to seminal papers to present students with the opportunity to take their learning further.The accompanying Online Resource Centre provides superior ready-to-use support for both students and lecturers:For students:* Author blog, responding to changes within the subject and supporting the currency of the textbook;* Web links illustrating consumer behaviour in practice including examples from print, video and web;* Multiple choice questions with instant feedback;* Links to seminal articles as highlighted in the Research Insights feature;* Web exercises to encourage students to test their knowledge and apply their learning;* Flashcard glossary to test understanding of key terms.For lecturers:* Comprehensive customizable PowerPoint slides;* Learning activities (including, more detailed workshop-based activities, shorter lecture-based in-class exercises and suggestions for assessment approaches)* An instructor's manual (containing guidance on how to use the case studies and Practitioner Insights in class, indicative answers, and some additional questions).
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Author : Nicholas Ayache
Genre : Computers
Summary : The three-volume set LNCS 7510, 7511, and 7512 constitutes the refereed proceedings of the 15th International Conference on Medical Image Computing and Computer-Assisted Intervention, MICCAI 2012, held in Nice, France, in October 2012. Based on rigorous peer reviews, the program committee carefully selected 252 revised papers from 781 submissions for presentation in three volumes. The third volume includes 79 papers organized in topical sections on diffusion imaging: from acquisition to tractography; image acquisition, segmentation and recognition; image registration; neuroimage analysis; analysis of microscopic and optical images; image segmentation; diffusion weighted imaging; computer-aided diagnosis and planning; and microscopic image analysis.
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Author : Hyunsun Yoon
Genre : Social Science
Summary : Branded Entertainment in Korea examines the varied texts and wider context of branded entertainment and related advertising and marketing communications practices in Korea. The book discusses the origins, development, current state, ethics, and regulations of branded entertainment in Korea, considering the impact and implications for communication users and regulators as well as industry actors. Over 30 cases from 2013 to 2019 are offered to provide an up-to-date account of current developments, with a closer look at the ethical challenges and controversies surrounding branded entertainment. The book also provides a review of branded entertainment-related literature in order to help the readers to understand this growing marketing discipline. This is a valuable case study for scholars and students of critical advertising studies, as well as those interested in broader disciplines of communication and media studies.
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Author : David B. Magleby
Genre : Political Science
Summary : The amount of money flowing through U.S. politics continues to astound. "While not all expenditures are reported," writes David Magleby, "our best estimate is that at least $8 billion was spent in the 2012 federal elections." In this essential volume, the latest in a quadrennial series dating back to 1960, Magleby and his colleagues reveal where all this the money came from, where it went, what were the results—and why it matters. Anthony Corrado examines the most important changes and legal challenges to the law and regulation of campaign finance leading up to the 2012 election. John Green, Michael Koehler, and Ian Schwarber discuss the dynamics and funding of the Republicans' presidential nomination contest as well as the Obama campaign's activity—including the role his Priorities USA "Super PAC" played in negatively defining Romney. Candice Nelson examines in considerable detail how each side raised and spent its funds and the implications of their different approaches. Paul Herrnson, Kelly Patterson, and Stephanie Perry Curtis explore the financing of congressional elections. Diana Dwyre and Robin Kolodny examine the ways political parties raised and spent money through their national committees, including congressional campaign committees. Jay Goodliffe and Magleby examine how interest groups raised and spent money—closely examining the effect of the new Super PACs. How did these organizations raise more than $828 million, and how did they allot the $609 million they reported spending, and to what effect? Thomas Mann concludes with a summary of lessons recently learned regarding the financing of federal elections. What changes should be made to the system, and what institutional steps would they require?