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659.132


5493. Tác giả chính: Bonnie L. Drewniany
Nhan đề: Creative strategy in advertising / Bonnie L. Drewniany, A. Jerome Jewler
Số phân loại : 659.132 B431; Đặc điểm vật lý: 332 p. : ill. ; 26 cm
Tác giả khác: A. Jerome Jewler
     *Tóm tắt : I have had much success with this book. My professor is the editor of a widely read prestigious magazine, and she truly believes in this text. Our class has welcomed many guest speakers in the fields of Advertising, PR, and Design who all reviewed this text and found its contents to support what they practice in their professional work.      .

5494. Tác giả chính: Bonnie L. Drewniany


Nhan đề: Creative strategy in advertising / Bonnie L. Drewniany, A. Jerome Jewler
Số phân loại : 659.132 B431; Đặc điểm vật lý: xiv, 332 p. :   ill. ;   26 cm
     *Tóm tắt : 1. creativity 2.Branding 3. Diversity 4.Fact Finding 5. Strategy 6. Ideas 7. Words on Paper 8.Layouts 9. Radio 10. Television 11. Direct Maketing 12.The internet 13. Integratea maketing 14. Client Pitches      .

659.152


5495. Tác giả chính: Iain Maitland
Nhan đề: How to plan exhibitions / Iain Maitland
Số phân loại : 659.152 I-301; Đặc điểm vật lý: 145 p. : ill. ; 25 cm
     *Tóm tắt : This series provides an introduction to advertising in four key media. Written for managers using these media for the first time, each book is a practical guide to planning, preparing, running and evaluating a campaign in a particular medium. The books are supported throughout by real documents such as rate cards and winning advertisements. Codes of practice, useful contacts and recommended reading sections plus a glossary of important words and phrases are included in each book      .

5496. Tác giả chính: Ruth P. Stevens


Nhan đề: Trade show and event marketing : plan, promote & profit / Ruth P. Stevens
Số phân loại : 659.152 R522; Đặc điểm vật lý: xix, 340 p. : ill. ; 24 cm
     *Tóm tắt : Finally - an authority on maximizing your company's trade show potential. The author masterfully covers all aspects of trade show marketing - setting objectives, planning, promoting, executing, measuring performance, generating leads, working with the media, following up, and much more. Real-world case studies put the book's tips and techniques into action, and forms and illustrations are included where appropriate. An appendix is brimming with additional resources, including professional associations, publications, helpful Web sites, and a glossary of terms      .

659.2


5497. Tác giả chính: Doug Newsom
Nhan đề: Public relations writing : form & style / Doug Newsom, Jim Haynes
Số phân loại : 659.2 D435; Đặc điểm vật lý: xxii, 458 p. : ill. ; 24 cm
Tác giả khác: Jim Haynes
     *Tóm tắt : Chapter 1: public relations and te Writer 2 - Chapter 2: Ethical and Legal Responsibilit of the PR Writer - Chapter 3: Persuasion - Chapter 4: Reseach for the public relations Writer - chapter 5: the public Relation planning process - chapter : Writing to clarify and simplify the complex: Style and content -      .

5498. Tác giả chính: Thomas L. Harris


Nhan đề: The marketer’s guide to public relations in the 21st century / Thomas L. Harris, Patricia T. Whalen ; foreword by Philip Kotler
Số phân loại : 659.2 T429; Đặc điểm vật lý: 287 p. : ill. ; 24 cm
Tác giả khác: Patricia T. Whalen; Philip Kotler
     *Tóm tắt : This book is a complete update of an earlier volume that Harris wrote in 1993. The entire concept of The Marketer's Guide to Public Relations runs counter to the traditional concept of 'events-driven' public relations. This book challenges the reader to use public relations as a strategic tool, to achieve measurable and actionable marketing objectives. Not dissimilar to the concept of 'Integrated Marketing Communications', MPR seeks to read one's market, determine need, and build a marketing program (both communciation and marketing strategy) from the outside in: determine the way customers want to learn about your product and develop a strategy to create awareness, communcate the benefits, and instill a motivation to purchase      .

5499. Tác giả chính: Joe Marconi


Nhan đề: Public relations : the complete guide / Joe Marconi
Số phân loại : 659.2 J420; Đặc điểm vật lý: 386 p. : ill. ; 24 cm
     *Tóm tắt : With the rise of integrated marketing communications (IMC) and the decline of paid media, the importance of public relations is on the upswing. Companies are realizing the benefit of speaking with Â"one voiceÂ" in both paid media and nonpaid efforts. And as media rates continue to rise though response rates fall Â- and potential buyers are less moved by what they view as Â"sales messagesÂ" - effective PR will only grow more vital. An excellent resource for professionals in every field, Public Relations: The Complete Guide provides a valuable hands-on reference for professionals ranging from midlevel marketing and sales managers to senior-level executives      .

5500. Tác giả chính: James S O'Rourke


Nhan đề: The business communication casebook : a Notre Dame collection / James S O'Rourke
Số phân loại : 659.2 J104; Đặc điểm vật lý: vi, 361 p. : ill. ; 28 cm
     *Tóm tắt : This casebook, written by a renowned communications expert, offers you the skills for successful case analysis, along with a comprehensive collection of 36 cases that may be applied to any Business Communication issue or theme. The cases in this book focus on real-world companies (i.e. Northwest Airlines, Merck, The Walt Disney Company, Google, Procter & Gamble, Wal-Mart, McDonalds, Sony and Kraft,) and provide the opportunity to put Business Communication theory into practice      .

5501. Tác giả chính: Grahame Dowling


Nhan đề: Creating corporate reputations : identity, image, and performance / Grahame Dowling
Số phân loại : 659.2 G738; Đặc điểm vật lý: 299Tr : Minh họa ; 25 cm
     *Tóm tắt : Recent research suggests that corporate reputations are a valuable strategic asset for every company. This book outlines how high-status companies become corporate super brands and it presents managers with a framework to proactively enhance their corporation's desired reputation. Drawing on more than fifteen years of research, executive seminars, and consulting experience, Dowling emphasizes the roles that customer value and organizational culture play in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change      .

5502. Tác giả chính: Doug A. Newsom


Nhan đề: The public relations writing exercise book / Doug A. Newsom, Jims Haynes
Số phân loại : 659.2 N207; Đặc điểm vật lý: 161 p. ; 28 cm
Tác giả khác: Jims Haynes
     *Tóm tắt : A great partner to Newsom and Haynes's Public Relations Writing, this exercise book includes realistic scenarios involving different situations and companies      .

5503. Tác giả chính: Doug Newsom


Nhan đề: This is P.R. : The Realities of Public Relations / Doug Newsom, Judy VanSlyke Turk (University of South Carolina), Dean Kruckeberg (University of Northern Iowa)
Số phân loại : 659.2 D435; Đặc điểm vật lý: 415 p. ; ill. ; 25 cm
Tác giả khác: Judy VanSlyke Turk; Dean Kruckeberg
     *Tóm tắt : THIS IS PR: THE REALITIES OF PUBLIC RELATIONS is now available in a new paperback format providing the same great coverage at a value price for students. This authoritative text was written to provide information and guidance that will be useful to the experienced practitioner as well as to the beginning student. Students are introduced to the world of public relations through a strong emphasis on public relations fundamentals, such as history and research, as well as emerging issues, such as technology, ethics, and the international aspects of public relations. With numerous examples, strategies, tactics and case studies, students are sure to engaged and prepared!      .

5504. Tác giả chính: Doug Newsom


Nhan đề: This is PR : the realities of public relations / Doug Newsom, Judy VanSlyke Turk, Dean Kruckeberg
Số phân loại : 659.2 D435; Đặc điểm vật lý: 418 p. : ill. ; 25 cm
Tác giả khác: Judy VanSlyke Turk; Dean Kruckeberg
     *Tóm tắt : THIS IS PR: THE REALITIES OF PUBLIC RELATIONS is now available in a new paperback format providing the same great coverage at a value price for students. This authoritative text was written to provide information and guidance that will be useful to the experienced practitioner as well as to the beginning student. Students are introduced to the world of public relations through a strong emphasis on public relations fundamentals, such as history and research, as well as emerging issues, such as technology, ethics, and the international aspects of public relations. With numerous examples, strategies, tactics and case studies, students are sure to engaged and prepared!      .

5505. Tác giả chính: Doug Newsom


Nhan đề: Public relations writing : form & style / Doug Newsom, Jim Haynes
Số phân loại : 659.2 D435; Đặc điểm vật lý: xxii, 458 p. : ill. ; 24 cm
Tác giả khác: Jim Haynes
     *Tóm tắt : This text guides you through a logical progression of PR writing, starting with an explanation of how this kind of writing is unique and by exploring the legal and ethical obligations. The writing principles section, which covers both style and techniques, is followed by Public Relations writing assignments that you'll likely have to do in your early jobs: emails, memos, letters, reports and proposals, backgrounders and position papers. Writing for mass media and the more complex public relations writing functions, including media kits, media pitches, print and online newsletters, brochures, magazines, including those online, and annual reports are also covered in this comprehensive guide      .

5506. Tác giả chính: Doug Newsom


Nhan đề: Public relations writing : form & style / Doug Newsom, Jim Haynes
Số phân loại : 659.2 D435; Đặc điểm vật lý: 441 p. : ill. ; 24 cm
Tác giả khác: Jim Haynes
     *Tóm tắt : PUBLIC RELATIONS WRITING: FORM AND STYLE combines the practical approach of a trade book with the fundamental principles and theories of Public Relations to provide students with the essential techniques and methods needed to write with understanding and purpose. The text guides students through a logical progression of PR writing, starting with an explanation of how this kind of writing is unique, and by exploring the legal and ethical obligations. The writing principles section, which covers both style and techniques, is followed by Public Relations writing assignments that students are likely to be exposed to early in their jobs: emails, memos, letters, reports and proposals, backgrounders and position papers. Writing for mass media and the more complex Public Relations writing functions, including media kits, media pitches, print and online newsletters, brochures, magazines, including those online, and annual reports are also covered in this thorough and comprehensive guide      .

5507. Tác giả chính: Doug Newsom


Nhan đề: Public relations writing : form and style / Doug Newsom, Jim Haynes
Số phân loại : 659.2 D435; Đặc điểm vật lý: xxii, 425 p. : ill. ; 24 cm
     *Tóm tắt : Write with understanding and purpose with PUBLIC RELATIONS WRITING: FORM AND STYLE! With a practical approach, this communication text uses the principles and theories of public relations to provide you with the tools you need to improve your writing skills. Examples, illustrations, and end-of-chapter exercises give you the opportunity to see public relations in action. The book-specific website saves you time by providing you with exercises, tutorial quizzes, and web activities      .

5508. Tác giả chính: Thomas L. Harris


Nhan đề: The marketer’s guide to public relations in the 21st century / Thomas L. Harris, Patricia T. Whalen
Số phân loại : 659.2 Th429; Đặc điểm vật lý: viii, 287 p. ; 24 cm
Tác giả khác: Patricia T. Whalen
     *Tóm tắt : This book is a complete update of an earlier volume that Harris wrote in 1993. The entire concept of The Marketer's Guide to Public Relations runs counter to the traditional concept of 'events-driven' public relations. This book challenges the reader to use public relations as a strategic tool, to achieve measurable and actionable marketing objectives. Not dissimilar to the concept of 'Integrated Marketing Communications', MPR seeks to read one's market, determine need, and build a marketing program (both communciation and marketing strategy) from the outside in: determine the way customers want to learn about your product and develop a strategy to create awareness, communcate the benefits, and instill a motivation to purchase      .



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