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ISBN: 9780470119860
Kellogg on Advertising & Media Marketing faces serious and disruptive changes, including the loss of mass audiences, the decline of broadcast television advertising, and the increased ro… Plus…
Calder, B. J. (ed.):
Kellogg on Advertising & Media: The Kellogg School of Management - Livres de poche2012, ISBN: 9780470119860
Edition reliée
Null, 1906. Volume 1. This is an ex-library book and may have the usual library/used-book markings inside.This is a pamphlet. In poor condition, suitable as a reading copy. This contai… Plus…
2008
ISBN: 9780470119860
John Wiley and Sons, 2008. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In fair condition, suitable as a study copy… Plus…
2008, ISBN: 0470119861
[EAN: 9780470119860], Gebraucht, guter Zustand, [SC: 8.82], [PU: Wiley & Sons, Incorporated, John], Former library book; may include library markings. Used book that is in clean, average … Plus…
ISBN: 9780470119860
Wiley & Sons, Incorporated, John. Used - Good. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages., Wiley & S… Plus…
Données bibliographiques du meilleur livre correspondant
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Informations détaillées sur le livre - Kellogg On Advertising And Media by Philip Kotler Hardcover | Indigo Chapters
EAN (ISBN-13): 9780470119860
ISBN (ISBN-10): 0470119861
Version reliée
Livre de poche
Date de parution: 2008
Editeur: Philip Kotler
304 Pages
Poids: 0,490 kg
Langue: eng/Englisch
Livre dans la base de données depuis 2007-10-17T14:00:24+02:00 (Paris)
Page de détail modifiée en dernier sur 2024-03-21T15:58:08+01:00 (Paris)
ISBN/EAN: 0470119861
ISBN - Autres types d'écriture:
0-470-11986-1, 978-0-470-11986-0
Autres types d'écriture et termes associés:
Auteur du livre: bobby, philip kotler, john calder, james scott, michael schreiber, lee john, lee edward, michael berg, clarke john, daniel schreiber
Titre du livre: media, kellogg, the management advertising
Données de l'éditeur
Auteur: Bobby J. Calder
Titre: Kellogg on Advertising and Media
Editeur: John Wiley & Sons
304 Pages
Date de parution: 2008-05-23
Poids: 0,489 kg
Langue: Anglais
28,90 € (DE)
No longer receiving updates
161mm x 238mm x 29mm
BB; gebunden; Hardcover, Softcover / Wirtschaft/Werbung, Marketing; Marketing und Vertrieb; Strategisches Marketing; Wirtschaft u. Management; Strategic Marketing; Business & Management; Strategisches Marketing
Foreword (Philip Kotler). Introduction: Advertising and Media (Bobby J. Calder, Northwestern University). Chapter 1: Media Engagement and Advertising Effectiveness (Bobby J. Calder and Edward C. Malthouse, Northwestern University). .linking advertising and media. Chapter 2: Making TVa Two-Way Street: Changing Viewer Engagement through Interaction (Michael Schreiber, NBC Universal). .interactive television and the effectiveness of television advertising. Chapter 3: Advertising in theWorld of New Media (Scott Berg, Hewlett Packard). ."burn the boats". Chapter 4: Reinvention of TVAdvertising (Claudio Marcus, VisibleWorld). .technology changes everything. Chapter 5: Developments in Audience Measurement and Research (JamesWebster, Northwestern University). .what's new in keeping score. Chapter 6: Rethinking Message Strategies: The Difference between Thin and Thick Slicing (Angela Lee, Northwestern University). . advertising and the unconscious. Chapter 7: Managing the Unthinkable: What to Do When a Scandal Hits Your Brand (Michelle Roehm and Alice M. Tybout, Wake Forest University and Northwestern University). .what to do when scandal hits your brand. Chapter 8: Managing Public Reputation (Daniel Diermeier, Northwestern University). .the challenge and the opportunity of uncontrolled media. Chapter 9: The Contribution of Public Relations in the Future (Clarke Caywood, Northwestern University). .corporate communications as a medium. Chapter 10: Using THREE I Media in Business-to-Business Marketing (James Newcomb, Boeing). .it's not your father's trade show. Chapter 11: Communicating with Customers (Charles Spinosa, David Le Brocquy, and Bobby J. Calder, Vision Consulting and Northwestern University). . committing the company to your advertising. Chapter 12: Changing the Company (Julie Roehm, Backslash Meta, LLC). .innovative marketing depends on organizational change. Chapter 13: The Integration of Advertising and Media Content: Ethical and Practical Considerations (Richard Kolsky and Bobby J. Calder, Northwestern University). .the endgame to the integration of advertising and media content. About the Contributors. Index.Autres livres qui pourraient ressembler au livre recherché:
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9781118429112 Kellogg on Advertising and Media (Bobby J. Calder)
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