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658.917


5487. Tác giả chính: Rob Paton
Nhan đề: The New Management Reader / Rob Paton, Greg Clark, Geoff Jones
Số phân loại : 658.917 R418; Đặc điểm vật lý: 283 p. : ill. ; 24 cm
Tác giả khác: Greg Clark; Geoff Jones
     *Tóm tắt : The New Management Reader examines the circumstances and ideas that are currently shaping management. The book is divided into two sections. Part I looks at the ways in which change will have a lasting impact on management. Key areas covered include gender issues, ethical and green awareness, information technology and the Ôshrinking world'. Part II focuses on the emerging issues and concepts that will shape management thinking and practice in the future, looking at information management, networking and collaboration, new models of management, and high involvement organizations      .

659.1


5488. Tác giả chính: Thomas C. O’Guinn
Nhan đề: Advertising and integrated brand promotion / Thomas C. O’Guinn, Chris T. Allen, Richard J. Semenik
Số phân loại : 659.1 TH429; Đặc điểm vật lý: xlviii, 781 p. : ill. ; 29 cm
     *Tóm tắt : ADVERTISING AND INTEGRATED BRAND PROMOTION, 4th Edition is highly visual and provides an integrated learning experience for the student. The new edition continues the tradition of delivering a solid understanding of advertising strategy, through a clearly written text as well as through the most contemporary ads. The table of contents follows the same process as an advertising agency. Like other aspects of business, good advertising is the result of hard work and careful planning. The new edition of Advertising and Integrated Brand Promotion illustrates how to best accomplish this      .

5489. Tác giả chính: Larry Percy


Nhan đề: Strategic advertising management / Larry Percy, John R. Rossiter, Richard Elliott
Số phân loại : 659.1 L109; Đặc điểm vật lý: 288 p., 12 p. of plates : ill. (some col.) ; 25 cm
Tác giả khác: John R. Rossiter; Richard Elliott
     *Tóm tắt : Strategic Advertising Management is a comprehensive book covering all areas of integrated marketing communications and combining rigorous empirical research with a wider perspective on the social and cultural aspects of advertising. Percy and Elliott deal with advertising from a strategic rather that simply a descriptive standpoint, starting out with a broad look at what advertising is meant to do and then going on to provide the reader with an understanding of what it takes to develop effective advertising and promotion. The book contains numerous examples of successful advertising images alongside accompanying commentary to illustrate just what goes into making an effective advertisement. There are also a number of extended advertising case studies which are used to illustrate the application of the various theories discussed and each chapter concludes with a number of empirical exercises and a range of discussion and essay questions      .

5490. Tác giả chính: Larry Percy


Nhan đề: Strategic advertising management / Larry Percy, John R. Rossiter, Richard Elliott.
Số phân loại : 659.1 L109; Đặc điểm vật lý: xxi, 288Tr, 12 p. of plates (some col.) ; 25 cm
Tác giả khác: John R. Rossiter; Richard Elliott.
     *Tóm tắt : Strategic Advertising Management is a comprehensive book covering all areas of integrated marketing communications and combining rigorous empirical research with a wider perspective on the social and cultural aspects of advertising. Percy and Elliott deal with advertising from a strategic rather that simply a descriptive standpoint, starting out with a broad look at what advertising is meant to do and then going on to provide the reader with an understanding of what it takes to develop effective advertising and promotion. The book contains numerous examples of successful advertising images alongside accompanying commentary to illustrate just what goes into making an effective advertisement. There are also a number of extended advertising case studies which are used to illustrate the application of the various theories discussed and each chapter concludes with a number of empirical exercises and a range of discussion and essay questions.      .

5491. Tác giả chính: Terrence A. Shimp


Nhan đề: Integrated marketing communications in advertising and promotion / Terrence A. Shimp
Số phân loại : 659.1 T206; Đặc điểm vật lý: 629 p. : ill. ; 27 cm
     *Tóm tắt : The seventh 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 has undergone a significant revision to reflect new academic literature and practitioner developments in the field. In addition, a significant reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Some changes include a separate chapter on internet advertising, early coverage of ethical, regulatory, and environmental issues, and major condensing, combining, and adding of existing and new topics      .

659.10941


5492. Tác giả chính: Winston Fletcher
Nhan đề: Powers of persuasion : the inside story of British advertising : 1951-2000 / Winston Fletcher
Số phân loại : 659.10941 W312; Đặc điểm vật lý: 288 p., [16] p. of plates : col. ill. ; 25 cm
     *Tóm tắt : Yet no history of British advertising covering this heady period has previously been published. During the 1970s and 1980s British advertising creativity led the world. But Powers of Persuasion is not just about advertisements-- it is about advertising. In the second half of the last century Britain was also a world leader in setting industry benchmarks--innovating the disciplines of account planning and market research, setting the standard for public service advertising, launching global advertising awards festivals, introducing the best system of advertising regulation, setting up the world's largest advertising archive, and the most comprehensive on-line advertising research databank in the world. All these were the keystones on which British creativity was build. Simultaneously, British advertising companies--particularly Saatchi & Saatchi and WPP--took their place among the world's greatest      .



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