The bible of media planning for more than 25 years, Advertising Media Planning gives you the proven essentials of planning, purchasing, and evaluating the effectiveness of advertising Discussions of media planning as the “noncreative” side of advertising miss the boat entirely. A successful media plan requires creative decisions on media, time frames, dollar distribution, and more. In addition to having in-depth knowledge of available media resources, the best media planners must also be stra...
This series provides an introduction to advertising in four key media. Written for managers using these media for the first time, each book is a practical guide to planning, preparing, running and evaluating a campaign in a particular medium. The books are supported throughout by real documents such as rate cards and winning advertisements. Codes of practice, useful contacts and recommended reading sections plus a glossary of important words and phrases are included in each book.
Marketing remains one of the business functions most effectively performed over the Internet, marketers who have worked in traditional media still often lack Internet experience, and marketers with Internet experience often lack an understanding of traditional techniques and methods. This complete marketing resource shows how to plan, implement and assess an on-line presence. It also shows how to apply rigorous classic marketing methods to the Internet, and how to integrate Internet marketing ac...
Marketing Channels: Pearson New International Edition
by Anne Coughlan, Erin Anderson, Louis W. Stern, and Adel I. El-Ansary
For advanced undergraduate and/or graduate-level courses in Distribution Channels, Marketing Channels or Marketing Systems. Marketing Channels shows students how to design, develop, maintain and manage effective relationships among worldwide marketing channels to achieve sustainable competitive advantage by using strategic and managerial frames of reference.
Statistical Modeling and Analysis for Database Marketing
by Ratner Bruce
"What does the customer want in the 21C? Not just a simple set of objective improvements. But stuff that speaks his language, pushes his buttons, clicks with his karma, and fits in with his priorities." Max Mckeown Technology is changing faster than customers, customers are changing faster than organisations, and organisations are changing faster than the people who run them. Catch up! "After 15 years working with US Presidents. My advice? Listen to Max McKeown. On the wisdom scale, he is a c...
Search Marketing Strategies (E-Marketing Essentials)
by James Colborn
Search Marketing Strategies focuses on how to make the most from the search engine industry. Concentrating on the strategic element rather than the procedural approach, the author demonstrates how to adapt the tactical techniques, such as paid search, site side optimization and analytics packages, into search strategies in order to achieve marketing or corporate objectives such as branding, sales and customer acquisition.
Vision Board Success!
by Professor of Computer Science Christopher Mitchell
E-business represents a fundamental change in how companies conduct business. Some organizations will ignore or downplay this tectonic shift, but organizations that embrace e-business now will distinguish themselves from their competitors and quickly outpace them. E-business affects every part of the business, reaching beyond information technology (IT) to sales, marketing, customer service, purchasing operations, human reources (HR) and finance. Companies implement e-business for several reason...
Become a better salesperson or sales leader by learning to debunk the myths of the latest miracle solutions and focus your sales strategy on a proven approach that will drive the results you want. Can succeeding in sales be as simple as hooking up the latest CRM tool or perfecting your social media profiles and waiting for qualified leads to automatically show up in your inbox? Are you having trouble believing what the new self-proclaimed “experts” post on LinkedIn and beginning to question the...
Arbeitsbuch Fur Deinen Uberaus Erfolgreichen Start Mit Hyla
by Alice Winter