Marketing and Business

The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications. Through clear explanations and illustrations, the book encourages undergraduate and master level students to engage with the main approaches and techniques for [...]

Product DescriptionData communications and computer networks are becoming increasingly more important–today’s business world could not function without either. DATABASE COMMUNICATIONS AND COMPUTER NETWORKS offers a balance between technical and practical aspects of data communication. Business managers, computer programmers, system designers, and home computer users alike need a through understanding of the basic features, [...]

Integrated Marketing Communications challenges business to confront a fundamental dilemma in today’s marketing–the fact that mass media advertising, by itself, no longer works. This landmark book reveals that strategies long used to deliver selling messages to a mass culture through a single medium are now obsolete–and shows marketers how to get [...]

Marketing Communications blends inspired examples with wide-ranging theories and applications to provide a complete introduction to this popular subject. Drawing on years of experience in both industry and academia, John Egan provides a fresh approach backed with numerous industry examples. All aspects of modern Marketing Communications are covered, including ‘Communications Theory’, [...]

Marketing Communications has been listed as a “classic” by the Marketing Society. Paul Smith’s and Ze Zook’s understanding of marketing communications is widely acclaimed and has proved popular with students and practitioners alike. Marketing Communications explores:-social media and websites-advertising-PR-sponsorship-direct sellingThe fifth edition has been significantly updated to include the many new forms of communication now [...]

For undergraduate Advertising and Integrated Marketing Communication courses. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. Clow and Baack examine advertising and promotions through the lens of integrated marketing [...]

The eighth edition of Shimp’s market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text reflects new academic literature and practitioner developments in the field. Some reorganization along with comprehensive treatment on the fundamentals of advertising [...]

Product DescriptionBelch/Belch 8th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In [...]

Product Description Clow and Baack examine advertising and promotions through the lens of integrated marketing communications. Integrated Marketing Communications; Corporate Image and Brand Management; Buyer Behaviors; Promotions Opportunity Analysis; Advertising Management; Advertising Design: Theoretical Frameworks and Types of Appeals; Advertising Design: Message Strategies and Executional; Advertising Media Selection; E-active Marketing; Alternative Marketing; [...]

Product Description This timely revision of an all-time best-seller in the field features the clarity and scope of a Stallings classic. This comprehensive volume provides the most up-to-date coverage of the essential topics in data communications, networking, Internet technology and protocols, and standards – all in a convenient modular format. Features updated [...]