Edited
By J. George Frederick
December 11, 2015
This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with ...
By Nigel Linacre
January 21, 2016
The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and ...
By John Winkler
December 21, 2015
This book takes the reader through the underlying theory of marketing and applies it to the developing business. Research and analysis, testing and product planning follow, and lead on to more practical advice on small company sales organisation and control, advertising and promotion. Many ...
By Floyd Y. Keeler, Albert E. Haase
December 21, 2015
This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great detail. One of the earliest "manuals" on planning and operating an advertising agency, this book was also one of the ...
By Harden B. Leachman
December 21, 2015
Few of us realize how many of our modern comforts we owe to advertising. This fascinating volume provides a history of early American advertising, in a pre-regulation age when all manner of schemes thrived in an advertising free-for-all. As well as examining advertising techniques at the turn of ...
By Vic Markham
December 17, 2015
This book reveals the importance of seeking and building an identifiable and favourable corporate identity for the enterprise. The subject is pursued in all its aspects, from the stage of basic market research right through to organization and control of the corporate plan....
By Stuart St P Slatter
December 11, 2015
This book examines the nature and extent of competition in the pharmaceutical industry and analyses the interaction between market structure and selected elements of the marketing mix. It provides valuable insights into the level of promotional expenditure required to achieve a significant market ...
By Jack Grumbridge
December 11, 2015
This book is an account of the management and environmental aspects of marketing a major airline, at a time of rapid growth in the aviation industry. It brings out the problems involved in marketing a service as distinct from a commodity, and highlights the special aspects which flow from ...
Edited
By Geoffrey Jones, Nicholas J. Morgan
November 26, 2015
An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business ...
By John O'Shaughnessy
November 26, 2015
This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be ...
By Gordon Foxall
November 26, 2015
This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards ...
By Nigel Piercy
November 26, 2015
This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of export practice. The author evaluates the widely recommended strategy of key market concentration, showing its weaknesses and the flaws in...
