Management

ENGLISH

Advertising And The Mind Of The Consumer - What Works, What Doesn'T And Why

by Max Sutherland

56,77€ + 10% CARD

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 Advertising is an established force and yet, just how it works remains something of a mystery. This title reveals the secrets of successful campaigns from a wide range of media. Using well-known international ads as examples, it takes readers into the mind of the consumer and explains how advertising messages work - or not - and why.
ENGLISH

Positioning: The Battle For Your Mind

by Al Ries e Jack Trout

25,67€ + 10% CARD

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 Helps you deal with the problems of communicating to a skeptical, media-blitzed public. This book describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors.
ENGLISH

It'S Not How Good You Are, It'S How Good You Want To Be - The World'S Best-Selling Book By Paul Arden

by Paul Arden

13,45€ + 10% CARD

 A handbook of how to succeed in life by an advertising guru.

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ENGLISH

Nostalgic Branding In The Toy Industry

by Kamil Lubinski e Magdalena Grebosz-Krawczyk

~~33,79€~~ 30,41€ 10% OFF

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 This book explores the essence of nostalgic branding by presenting the concept of nostalgia, analysing nostalgic attitudes and consumer behaviour, and illustrating how to position nostalgic brands using the toy market as an example.
ENGLISH

Primal Marketing - Evolutionary Secrets For Higher-Impact Marketing Strategies

by Michael Nicholson e Sarah Hong Xiao

~~232,51€~~ 209,26€ 10% OFF

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 Drawing on 25 years of research, consultancy, and teaching experience in the fast-moving consumer goods sector, Primal Marketing reveal the hard-wired motives driving customer behaviour and the secrets of leveraging these to craft higher-impact marketing strategies. The book bridges theory and application.
ENGLISH

Primal Marketing - Evolutionary Secrets For Higher-Impact Marketing Strategies

by Michael Nicholson e Sarah Hong Xiao

~~51,36€~~ 46,22€ 10% OFF

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 Drawing on 25 years of research, consultancy, and teaching experience in the fast-moving consumer goods sector, Primal Marketing reveal the hard-wired motives driving customer behaviour and the secrets of leveraging these to craft higher-impact marketing strategies. The book bridges theory and application.
ENGLISH

Fashion Advertising And Public Relations - A Historical And Sociological Perspective

by Martina (Leeds Beckett University, Uk.) Topic-Rutherford

~~232,51€~~ 209,26€ 10% OFF

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 Fashion Advertising and Public Relations offers a historically-grounded analysis of advertising and public relations in the fashion industry. This unique textbook will be valuable for students of fashion marketing, business, and communication undergraduates studying public relations and advertising considering a career in fashion.
ENGLISH

Fashion Advertising And Public Relations - A Historical And Sociological Perspective

by Martina (Leeds Beckett University, Uk.) Topic-Rutherford

~~59,47€~~ 53,52€ 10% OFF

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 Fashion Advertising and Public Relations offers a historically-grounded analysis of advertising and public relations in the fashion industry. This unique textbook will be valuable for students of fashion marketing, business, and communication undergraduates studying public relations and advertising considering a career in fashion.
ENGLISH

Digital Consumer Behavior

by Jagdish N. Sheth e Varsha Jain

~~283,89€~~ 255,50€ 10% OFF

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 This textbook explores the core concepts and contemporary themes of Consumer Behavior relating to the digital environment. Offering an in-depth understanding of the dynamic changes in consumer behavior, this text is ideal core reading for advanced undergraduate and postgraduate students studying consumer behavior.
ENGLISH

Digital Consumer Behavior

by Jagdish N. Sheth e Varsha Jain

~~74,34€~~ 66,91€ 10% OFF

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 This textbook explores the core concepts and contemporary themes of Consumer Behavior relating to the digital environment. Offering an in-depth understanding of the dynamic changes in consumer behavior, this text is ideal core reading for advanced undergraduate and postgraduate students studying consumer behavior.
ENGLISH

Advances In Advertising Research Xiii - Frontiers Of Advertising: Re-Considering Its Shapes And Forms

~~148,70€~~ 133,83€ 10% OFF

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 This book provides insights into modern advertising's evolving landscape, revealing how digital innovation and social media have transformed communication strategies and consumer engagement.
ENGLISH

Digital Brand Management - Understanding Consumers And Communication In The Digital Age

by Dagna Siuda e Magdalena Grebosz-Krawczyk

~~232,51€~~ 209,26€ 10% OFF

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 In todayâ€™s fast-evolving digital landscape, branding has transcended traditional boundaries, becoming a dynamic and multifaceted process. This book provides an in-depth exploration of brand management in the digital world, covering its historical evolution, theoretical foundations, and strategic applications.
From Marginal To Mainstream - Why Tomorrowâ€™S Brand Growth Will Come From The Fringes - And How To Get There First

by Helen Edwards

87,87€ + 10% CARD

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 Understand how legacy and mainstream brands from B2B and B2C through to product and service companies can successfully harness the potential of marginal behaviours for new routes to growth.
ENGLISH

Nostalgic Branding In The Toy Industry

by Kamil Lubinski e Magdalena Grebosz-Krawczyk

~~75,69€~~ 68,12€ 10% OFF

free shipping

 This book explores the essence of nostalgic branding by presenting the concept of nostalgia, analysing nostalgic attitudes and consumer behaviour, and illustrating how to position nostalgic brands using the toy market as an example.
ENGLISH

Influencer Marketing - Building Brand Communities And Engagement

~~232,51€~~ 209,26€ 10% OFF

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 Influencers offer brands the ability to deliver the â€œrightâ€ communication and marketing messages to a specific target audience. This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities.
ENGLISH

Influencer Marketing - Building Brand Communities And Engagement

~~59,47€~~ 53,52€ 10% OFF

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 Influencers offer brands the ability to deliver the â€œrightâ€ communication and marketing messages to a specific target audience. This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities.
ENGLISH

Market Grooming - The Dark Side Of Ai Marketing

~~114,91€~~ 103,42€ 10% OFF

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 Establishing a paradigm shift in the field of marketing, this thought-provoking scholarly work examines how customers, markets, and communities are groomed, socially conditioned, subliminally marketed to, and influenced by the use of AI technologies.
ENGLISH

Lean Marketing - More Leads. More Profit. Less Marketing.

by Allan Dib

~~35,14€~~ 31,63€ 10% OFF

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 Picking up where the bestselling book left off, Lean Marketing gives you powerful and proven marketing strategies to grow your business. Simplify, structure, and scale your marketing plan - without the extra work
ENGLISH

Advances In Advertising Research (Vol. Xii) - Communicating, Designing And Consuming Authenticity And Narrative

189,25€ + 10% CARD

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 This volume is a compilation of research presented at the 19th International Conference in Advertising (ICORIA), held in Bordeaux (France) in June 2021. Renowned scholars from around the globe share their knowledge and contribute to state-of-the-art research on advertising research.
ENGLISH

Advances In Advertising Research (Vol. Xi) - Designing And Communicating Experience

175,73€ + 10% CARD

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 This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Advances in Advertising Research are published by European Advertising Academy (EAA).
ENGLISH

Beautiful Pr - Finding Your Brandâ€™S Heartbeat For Authenticity In Communication

by Sophie Attwood

21,62€ + 10% CARD

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 Beautiful PR is unforgettable: it amplifies a brandâ€™s heartbeat and connects with customersâ€™ emotions. Discover a more authentic, meaningful way to tell your brandâ€™s story.
ENGLISH

Madison Avenue Makeover - The Transformation Of Huge And The Redefinition Of The Ad Agency Business

by Michael Farmer

22,97€ + 10% CARD

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 In August 2021, Michael Farmer was invited by Mat Baxter, the new CEO of Huge, the global digital agency owned by Interpublic, to become an independent "fly on the wall" observer to record the strategic and operational transformation of Huge. This book is the riveting story of Mat's journey through his transformation effort.
ENGLISH

Ogilvy On Advertising

by David Ogilvy

17,56€ + 10% CARD

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 Everything from writing successful copy to finding innovative ways to engage people and from identifying with your audience to the various ways to sell a lifestyle, this book looks at what sells, what doesn't and why. And, in doing so, he teaches what you can do to sell the most brilliant item of all: yourself.
ENGLISH

From Marginal To Mainstream - Why Tomorrowâ€™S Brand Growth Will Come From The Fringes - And How To Get There First

by Helen Edwards

40,55€ + 10% CARD

free shipping

 Understand how legacy and mainstream brands from B2B and B2C through to product and service companies can successfully harness the potential of marginal behaviours for new routes to growth.
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