Advanced Introduction To Advertising
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Advanced Introduction To Advertising
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Author : Patrick De Pelsmacker
language : en
Publisher: Edward Elgar Publishing
Release Date : 2021-12-28
Advanced Introduction To Advertising written by Patrick De Pelsmacker and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-12-28 with categories.
This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organisations? And what are the implications of the offline-online shift?
Advanced Introduction To Advertising
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Author : De Pelsmacker, Patrick
language : en
Publisher: Edward Elgar Publishing
Release Date : 2022-01-21
Advanced Introduction To Advertising written by De Pelsmacker, Patrick and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-21 with Business & Economics categories.
This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organizations? And what are the implications of the offline–online shift?
Advanced Introduction To Marketing Strategy
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Author : Day, George
language : en
Publisher: Edward Elgar Publishing
Release Date : 2022-06-07
Advanced Introduction To Marketing Strategy written by Day, George and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-07 with Business & Economics categories.
This visionary book presents a systematic, next-generation approach to marketing strategy, demonstrating how success is gained and sustained via continuous innovation to create new value for customers. George S. Day develops the outside-in approach to formulating strategy, while providing compelling insights into key market stakeholders to illustrate how to sustain customer value leadership in the face of mounting market turbulence.
Advanced Introduction To Digital Marketing
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Author : Dholakia, Utpal
language : en
Publisher: Edward Elgar Publishing
Release Date : 2022-10-13
Advanced Introduction To Digital Marketing written by Dholakia, Utpal and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-13 with Business & Economics categories.
The Advanced Introduction to Digital Marketing identifies the core concepts of research on digital marketing and provides theoretical frameworks and empirical findings. Topics such as digital product evolution, marketing strategy, and research on place, price, and promotion are thoroughly reviewed alongside controversial areas such as the harmful effects of technology on consumers. It also suggests research opportunities for those wishing to explore a particular area in greater depth.
Communication Science Theory And Research
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Author : Marina Krcmar
language : en
Publisher: Routledge
Release Date : 2016-05-20
Communication Science Theory And Research written by Marina Krcmar and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-20 with Language Arts & Disciplines categories.
This volume provides a graduate-level introduction to communication science, including theory and scholarship for masters and PhD students as well as practicing scholars. The work defines communication, reviews its history, and provides a broad look at how communication research is conducted. It also includes chapters reviewing the most frequently addressed topics in communication science. This book presents an overview of theory in general and of communication theory in particular, while offering a broad look at topics in communication that promote understanding of the key issues in communication science for students and scholars new to communication research. The book takes a predominantly "communication science" approach but also situates this approach in the broader field of communication, and addresses how communication science is related to and different from such approaches as critical and cultural studies and rhetoric. As an overview of communication science that will serve as a reference work for scholars as well as a text for the introduction to communication graduate studies course, this volume is an essential resource for understanding and conducting scholarship in the communication discipline.
Advanced Introduction To Global Production Networks
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Author : Neil M. Coe
language : en
Publisher: Edward Elgar Publishing
Release Date : 2021-01-29
Advanced Introduction To Global Production Networks written by Neil M. Coe and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-29 with Social Science categories.
Written by Neil M. Coe, this Advanced Introduction provides a comprehensive guide to the vibrant and expanding global production network (GPN) approach, through deftly exploring its antecedents, theoretical underpinnings, and debates and controversies in the field. The author argues overall that, during a time of profound on-going challenges within the global economic system, the need for a GPN framework has never been more pressing.
Introduction To Public Relations And Advertising
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Author : D F du Plessis
language : en
Publisher: Juta and Company Ltd
Release Date : 2000
Introduction To Public Relations And Advertising written by D F du Plessis and has been published by Juta and Company Ltd this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Business & Economics categories.
Introduction to Public Relations and Advertising introduces the reader to the basics of public relations and advertising in a single textbook. Topics include the functions, effects, and critical issues of public relations as well as the history of advertising and its relationship to marketing. The unit on advertising covers theoretical models, advertising campaigns and critical research issues. Introduction to Public Relations and Advertising is used by the Department of Communication at the university of South Africa and will prove invaluable for other students of communication as well as practitioners who need to reflect on the fundamentals of public relations and advertising.
Introduction To Programmatic Advertising
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Author : Dominik Kosorin
language : en
Publisher: Dominik Kosorin
Release Date : 2016-05-10
Introduction To Programmatic Advertising written by Dominik Kosorin and has been published by Dominik Kosorin this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-10 with categories.
Programmatic advertising is the most exciting thing that happened in marketing in a long time- perhaps since the advent of mass advertising itself. This book offers the first comprehensive introduction to the world of programmatic advertising. If you are new to this revolutionary technology, it will help you get quickly up to speed. The book is intentionally relatively short and dense, so it can be read over a weekend - and then kept on your desk for reference. Here's a quick overview: Chapter one outlines the basic technologies enabling programmatic advertising - such as cookies, pixels, banner ads, or ad exchanges. Chapter two introduces the programmatic ecosystem and its various players, including publishers, advertisers, SSPs, DSPs, DMPs, agency trading desks, and the most important industry bodies. Chapter three is dedicated to programmatic ad trading, with special attention given to the real-time bidding (RTB) auction, role of the Deal ID, and publisher prioritization including header bidding. Chapter four is all about data and ad targeting. Retargeting and various prospecting tactics are covered, including contextual targeting, behavioral targeting, and look-a-like modeling. Chapter five expands the scope of this book into mobile. Mobile cookies, cross-device identification solutions, or location data are covered here. Chapter six offers an overview of the current issues discussed across the digital ad industry - including fraud, viewability, attribution, ad blocking, or privacy. Chapter seven is about new formats available programmatically, such as rich media, video, or native. It also covers new programmatic channels including TV, audio or print."
Advanced Introduction To Public Management And Administration
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Author : Christopher Pollitt
language : en
Publisher: Edward Elgar Publishing
Release Date : 2016-03-25
Advanced Introduction To Public Management And Administration written by Christopher Pollitt and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-03-25 with Business & Economics categories.
Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences and law, expertly written by the world’s leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. In this Advanced Introduction, Christopher Pollitt starts a penetrating account of the theories, methods and possible trajectories of the study of public management, also examining the academic community itself, and its relationship to the world of practice. There is no more authoritative – or lively – text of such scope and focus. This is a stimulating analysis by a leading international scholar. It includes: · a global overview · a critical and authoritative analysis of the current state of the field · the location of academic research firmly in the real world context of austerity, climate and demographic change, and technological transformation · an examination of the relationship between academic study and the practice of public management · a look inside the ‘ivory tower’, at the forces changing the way the subject is studied and practised This truly unique work will be of particular interest to graduate students, advanced scholars, lecturers and trainers in public administration, public management, government, public policy, political science and development administration. Middle level and senior practitioners in public administration and public management will also find this an invaluable and sophisticated introduction.
Advanced Introduction To Freedom Of Expression
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Author : Mark Tushnet
language : en
Publisher: Edward Elgar Publishing
Release Date : 2018-09-28
Advanced Introduction To Freedom Of Expression written by Mark Tushnet and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-28 with Law categories.
The Advanced Introduction to Freedom of Expression provides an overview of major issues in the doctrinal structure of a law of freedom of expression, relevant to discussions of freedom of expression under many national constitutions. Assuming familiarity with basic theories of free expression, this book addresses the implications of reasonable disagreement between legislatures and courts about whether a specific measure violates freedom of expression, the implications of the fundamental proposition that speech can cause harm, the distinction between the coverage of freedom of expression and the protections it affords, and the appropriate doctrinal forms when speech is said to conflict with other rights such as equality, or merely other social interests. The book will be of interest to anyone, including students, teachers, researchers and policymakers wanting to learn more about the freedom of expression and the law.