A leading authority on global branding sheds new light on how business can develop an effective global brand strategy, using case examples to demonstrate the principles of success and to spotlight key branding practices and marketing trends. (view table of contents)

Product Description: A finely honed image is essential for positioning a company for maximum growth and is a powerful marketing asset. Marketing Corporate Image will help your students learn how to get the most impact from an image advertising budget...read more (view table of contents, read Amazon.com's description)

Product Description: "Jim Gregory has long been a pioneer in seeking ways to quantify the Return on Investment of corporate advertising. His unique approach to defining the relationship between advertising and corporate reputation will be helpful to any company in planning an effective communications strategy...read more (view table of contents, read Amazon.com's description)

Product Description: The second edition of NTC's Dictionary of Advertising is fully updated and revised to include more than 5,000 precise definitions of current advertising, marketing, and communications terms. An essential resource for every advertising, marketing, and media practitioner or novice, this dictionary spans: Copywriting Art Direction Creative Strategy Graphic Supply Print Production Broadcast Production Marketing Planning Media Planning Media /Advertising Research Merchandising and Promotion Planning Publicity and Public Relations Budgeting Client Service...read more