Marketing Management: An Introduction to Semiotics in the Visual Arts: Basics Marketing, cartea 03
Autor Brian Sheehanen Limba Engleză Paperback – 17 iul 2011
Preț: 169.48 lei
Nou
Puncte Express: 254
Preț estimativ în valută:
32.44€ • 33.37$ • 26.92£
32.44€ • 33.37$ • 26.92£
Cartea nu se mai tipărește
Doresc să fiu notificat când acest titlu va fi disponibil:
Se trimite...
Preluare comenzi: 021 569.72.76
Specificații
ISBN-13: 9782940411511
ISBN-10: 2940411514
Pagini: 167
Ilustrații: 50 colour illus
Dimensiuni: 160 x 229 x 18 mm
Greutate: 0.52 kg
Editura: Bloomsbury Publishing
Seria Basics Marketing
Locul publicării:London, United Kingdom
ISBN-10: 2940411514
Pagini: 167
Ilustrații: 50 colour illus
Dimensiuni: 160 x 229 x 18 mm
Greutate: 0.52 kg
Editura: Bloomsbury Publishing
Seria Basics Marketing
Locul publicării:London, United Kingdom
Caracteristici
Chapters include: competitive business strategy; brand identity; measurement and financial basics; legal and ethical considerations.
Notă biografică
Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years' professional experience with advertising agency Saatchi & Saatchi and currently acts as a consultant, managing their Toyota Worldwide Executive Board (TWEB). Brian is also an advisory board member of Fuhu, a China-US based internet-software company.
Cuprins
Introduction. How to get the most out of this book. Basic business economics: Adam Smith; Supply and demand; Irrational demand: a market opportunity; Elasticity; The economics of free; Scale; Negotiation through an economic prism; Business-to-business versus business-to-consumer; Case study: Branding business class; Questions and exercises. Vision, mission and leadership: Inspirational dreams; Vision and mission statements; Habits of visionary companies; The mother of all problems; Case study: Ritz-Carlton - inspiring leadership; Questions and exercises. Competitive business strategies: What is strategy? The strategic planning process; The competitive secret weapon: research insights; Case study: Apples's iPod and iPhone; Questions and exercises. Brand identity and shareholder value: Why brands matter; Positioning; Lovemarks; Lighthouse brands and thought leadership; Case study: Tiffany & Co. - a powerful brand; Questions and exercises. Managing people: Basic psychology; Managing across cultures; Communicate, communicate, communicate; Productivity tools; Managing conflict; Managing creative people; Case study: Bob Seelert and Kayser-Roth; Questions and exercises. Handling a crisis: Have a plan!; Transparency; Social media and crisis management; Case study: Tylenol versus Cadbury; Questions and exercises. The numbers: Financial balance sheets and income statements; Basic financial formulas; Dashboards; Case study: Samsung - becoming a market leader; Questions and exercises. Ethical issues and legal compliance: Ethics: two sides to every issue; Embracing regulation; Ten steps to a more ethical and legally compliant culture; Case study: Advertising executives go to jail; Questions and exercises. Final thoughts. Endnotes. Index. Picture credits and acknowledgements; Working with ethics.
Recenzii
The brilliance of Brian Sheehan's new book is that it articulates time-tested theories and concepts, and then brings them to life with real life, practical examples and exercises. Overall, it is a 'must-read' for anyone interested in building a successful career in marketing or business.
Textul de pe ultima copertă
"Basics Marketing: Marketing Management "provides a battery of invaluable business skills, ideas and tools for students and practitioners of marketing.
Understanding how to create marketing programmes is one thing. Understanding how to take leadership in all of the business areas related to marketing programmes (such as economics, finances, personnel management and long-term brand strategy) is quite another.
Throughout this book, Brian Sheehan helps bridge that divide using his 25 years' experience working for one of the world's largest advertising agencies to help you master the business of marketing.
Other AVA titles of interest include "Basics Marketing: Consumer Behaviour," "Basics Marketing: Online Marketing," "The Fundamentals of Marketing," "The Fundamentals of Creative Advertising" and "The Fundamentals of Branding."
Descriere
"Basics Marketing: Marketing Management" provides a battery of invaluable business skills, ideas and tools for students and practitioners of marketing.