Product Description: The second edition of Advertising Management has been revised to reflect the changes in the business environment and the industry since the first edition was published in 2006. Beginning with an overview of advertising and sales promotion management, the book discusses in detail brand building and advertising management, the advertising agency, and strategy and planning process in advertising campaigns...read more

Product Description: Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. Spending Advertising Money in the Digital Age describes how to select the right media channel to promote a brand from the many that are now available, and if employing a range of media, which to concentrate on and how to allocate the budget between them...read more

Product Description: Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers.• Includes an Integrated marketing communication flow chart and section-by-section steps for the development of an Integrated Marketing Communication pla...read more

Product Description: Strategic Advertising Management presents a strong theoretical foundation for the development of effective marketing communication. The text then outlines how this theory can be used by managers in the development of effective marketing communication plans and creative executions...read more

Product Description: Book by Dickinson, Don

Product Description: Combining hard science and marketing practice, Prove It Before You Promote It draws on marketing case studies and scientific evidence to help marketers eliminate bias, emotion, and common cognitive errors in order to make better, evidence-based marketing decisions...read more

Product Description: Decision Making in Nursing enables students to be reflective, critical, flexible, and comfortable with the many decisions they will make as a nurse on a daily basis. This text offers models that nurses may integrate into practice and explores how decisions are affected by health policy, politics, ethics, legal issues, religion, culture and other influences...read more

Product Description: Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world s most respected companies nationwide, rather than third-party accounts from unknown authors and analysts...read more

Product Description: Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world's most respected companies nationwide, rather than third-party accounts from unknown authors and analysts...read more

Product Description: Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world’s most respected companies nationwide, rather than third-party accounts from unknown authors and analysts...read more

Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions--in the order in which they must be made--involved in the development and execution of an advertising campaign. The "Fifth Edition" has been both updated, to include current research and readings, and improved, to encompass more of the advertising process. (view table of contents)

Product Description: This book is about how to create interest-evoking, sales-inducing, non-irritating advertising for all advertising media, from national advertising in newspapers, magazines, radio, television, and billboards, to point-of-sale material and brochures...read more

Product Description: In this text the author addresses some of the key issues confronting advertising managers in the diverse business publishing industry, namely: what is the state and structure of the publishing industry in the US?; how does the business publishing industry fit into the highly structured communications network?; how does the advertising community view business publications?; have mergers and acquisitions affected the business publishing industry (and if so, how?); and what impact will the economic unification of Europe and the emergence of a significant market in the Pacific Rim have on the US business publication industry? Greco presents 39 case studies of major publishing firms, including McGraw-Hill, Maxwell Communications, and Harcourt, Brace and Jovanovich...read more

Product Description: Book by Perrin, Wes (view table of contents, read Amazon.com's description)

Product Description: Book by Nelson, Carol

Product Description: The recent trend toward a multifaceted business environment that is global rather than strictly national in nature makes it increasingly important for advertising and communication professionals to understand the principles and practices of marketing and advertising planning in international markets...read more (view table of contents, read Amazon.com's description)

Assesses the advantages and disadvantages of starting an in-house advertising department, and discusses printing, copywriting, ad design, media programs, direct mailing, and publicity