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Kellogg on Advertising and Media - Bobby J. Calder, Charles Spinosa
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Bobby J. Calder, Charles Spinosa:

Kellogg on Advertising and Media - gebunden oder broschiert

2008, ISBN: 0470119861

ID: 14097307552

[EAN: 9780470119860], [PU: Wiley], Business & Economics|Advertising & Promotion, Business & Economics|Marketing|General, This Book is in Good Condition. Clean Copy With Light Amount of Wear. 100% Guaranteed. Summary: Foreword (Philip Kotler).Introduction: Advertising and Media (Bobby J. Calder, Northwestern University).Chapter 1: Media Engagement and Advertising Effectiveness (Bobby J. Calder and Edward C. Malthouse, Northwestern University). . . .linking advertising and media.Chapter 2: Making TVa Two-Way Street: Changing Viewer Engagement through Interaction (Michael Schreiber, NBC Universal). . . .interactive television and the effectiveness of television advertising.Chapter 3: Advertising in theWorld of New Media (Scott Berg, Hewlett Packard). . . ."burn the boats".Chapter 4: Reinvention of TVAdvertising (Claudio Marcus, VisibleWorld). . . .technology changes everything.Chapter 5: Developments in Audience Measurement and Research (JamesWebster, Northwestern University). . . .what's new in keeping score.Chapter 6: Rethinking Message Strategies: The Difference between Thin and Thick Slicing (Angela Lee, Northwestern University). . . . advertising and the unconscious.Chapter 7: Managing the Unthinkable: What to Do When a Scandal Hits Your Brand (Michelle Roehm and Alice M. Tybout, Wake Forest University and Northwestern University). . . .what to do when scandal hits your brand.Chapter 8: Managing Public Reputation (Daniel Diermeier, Northwestern University). . . .the challenge and the opportunity of uncontrolled media.Chapter 9: The Contribution of Public Relations in the Future (Clarke Caywood, Northwestern University). . . .corporate communications as a medium.Chapter 10: Using THREE I Media in Business-to-Business Marketing (James Newcomb, Boeing). . . .it's not your father's trade show.Chapter 11: Communicating with Customers (Charles Spinosa, David Le Brocquy, and Bobby J. Calder, Vision Consulting and Northwestern University). . . . committing the company to your advertising.Chapter 12: Changing the Company (Julie Roehm, Backslash Meta, LLC). . . .innovative marketing depends on organizational change.Chapter 13: The Integration of Advertising and Media Content: Ethical and Practical Considerations (Richard Kolsky and Bobby J. Calder, Northwestern University). . . .the endgame to the integration of advertising and media content.About the Contributors.Index.

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Kellogg on Advertising and Media - Bobby J. Calder, Charles Spinosa
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Bobby J. Calder, Charles Spinosa:

Kellogg on Advertising and Media - gebunden oder broschiert

2008, ISBN: 0470119861

ID: 14068301208

[EAN: 9780470119860], Neubuch, [PU: Wiley], Business & Economics|Advertising & Promotion, Business & Economics|Marketing|General, Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Foreword (Philip Kotler).Introduction: Advertising and Media (Bobby J. Calder, Northwestern University).Chapter 1: Media Engagement and Advertising Effectiveness (Bobby J. Calder and Edward C. Malthouse, Northwestern University). . . .linking advertising and media.Chapter 2: Making TVa Two-Way Street: Changing Viewer Engagement through Interaction (Michael Schreiber, NBC Universal). . . .interactive television and the effectiveness of television advertising.Chapter 3: Advertising in theWorld of New Media (Scott Berg, Hewlett Packard). . . ."burn the boats".Chapter 4: Reinvention of TVAdvertising (Claudio Marcus, VisibleWorld). . . .technology changes everything.Chapter 5: Developments in Audience Measurement and Research (JamesWebster, Northwestern University). . . .what's new in keeping score.Chapter 6: Rethinking Message Strategies: The Difference between Thin and Thick Slicing (Angela Lee, Northwestern University). . . . advertising and the unconscious.Chapter 7: Managing the Unthinkable: What to Do When a Scandal Hits Your Brand (Michelle Roehm and Alice M. Tybout, Wake Forest University and Northwestern University). . . .what to do when scandal hits your brand.Chapter 8: Managing Public Reputation (Daniel Diermeier, Northwestern University). . . .the challenge and the opportunity of uncontrolled media.Chapter 9: The Contribution of Public Relations in the Future (Clarke Caywood, Northwestern University). . . .corporate communications as a medium.Chapter 10: Using THREE I Media in Business-to-Business Marketing (James Newcomb, Boeing). . . .it's not your father's trade show.Chapter 11: Communicating with Customers (Charles Spinosa, David Le Brocquy, and Bobby J. Calder, Vision Consulting and Northwestern University). . . . committing the company to your advertising.Chapter 12: Changing the Company (Julie Roehm, Backslash Meta, LLC). . . .innovative marketing depends on organizational change.Chapter 13: The Integration of Advertising and Media Content: Ethical and Practical Considerations (Richard Kolsky and Bobby J. Calder, Northwestern University). . . .the endgame to the integration of advertising and media content.About the Contributors.Index.

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Kellogg on Advertising and Media - Kotler, Philip; Calder, Bobby J.
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ISBN: 9780470119860

ID: 708498

How to use advertising and media more effectively is perhaps the number one issue in marketing today. Marketers are increasingly turning away from traditional mass advertising to online and mobile ads, alternative media, product placement, branded entertainment, and other "marketing services." Yet most marketers have a sense of being in uncharted territory. This book is the ultimate guide to communicating with consumers in today's advertising and media climate. Did you know that advertising agencies now generate more revenue from "marketing services" than from traditional media? Companies like P&G are creating online shows. Traditional media are taking on new life as well. Interactive televisionand television ads customized for con-sumers are growing in popularity. ESPN is a television network but it is also a magazine, online site, radio network, mobilenetwork, and more. It is a "media brand." And like National Geographic and many others, it offers myriad ways of communicating with consumers. All of these developments offer new opportunities for marketers to engage consumers. Most marketers today face strong competition from products that are well positioned and high-quality. The job of marketing communications is increasingly to find ways of not just delivering an ad message but also of engaging the consumer, of getting the consumer to feel the brand is relevant to their lives. This cutting-edge book from world-renowned Kellogg faculty and leading practitioners explains the exciting new ways advertising and media are doing just that. Business Business eBook, Wiley

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Kellogg on Advertising and Media - Bobby J. Calder; Philip Kotler
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ISBN: 0470119861

ID: 5457757

In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate. accounting,accounting and finance,advertising,business and finance,business and investing,marketing,marketing and sales,textbooks Marketing & Sales, Wiley

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Kellogg on Advertising and Media
Autor:

Calder, Bobby J.

Titel:

Kellogg on Advertising and Media

ISBN-Nummer:

0470119861

Kellogg on Advertising & Media Marketing faces serious and disruptive changes, including the loss of mass audiences, the decline of broadcast television advertising, and the increased role of online advertising. But the changing world of advertising and media is also full of exciting new ways to reach consumers. Based on the latest research and contributions from world-renowned Kellogg marketing professors, plus insights from leading executives, Kellogg on Advertising and Media explains how marketers can effectively advertise in the new reality. You'll hear from star faculty and industry-leading practitioners including: * Bobby Calder and Edward Malthouse on the impact of brand and media engagement * Claudio Marcus (Visible World) on digital technology and customized advertising * Michael Schreiber (NBC Universal) on interactive television and the future of TV advertising * James Webster on new trends in audience measurement * Scott Berg (Hewlett-Packard) on advertising in the new media world * Angela Lee on advertising strategy and the unconscious mind * Julie Roehm, formerly of Wal-Mart, on marketing innovation and organizational change * Richard Kolsky and Bobby Calder on integrating advertising and media content * Clarke Caywood on the future of public relations * James Newcomb (Boeing) on linking sales to marketing in B-to-B companies * Michelle Roehm and Alice Tybout on crisis management and damage control * Daniel Diermeier on company reputation and monitoring the media * Charles Spinosa, David LeBrocquy (Vision Consulting), and Bobby Calder on using employee communication with customers to support an advertising strategy

Detailangaben zum Buch - Kellogg on Advertising and Media


EAN (ISBN-13): 9780470119860
ISBN (ISBN-10): 0470119861
Gebundene Ausgabe
Erscheinungsjahr: 2008
Herausgeber: Wiley John + Sons
304 Seiten
Gewicht: 0,490 kg
Sprache: eng/Englisch

Buch in der Datenbank seit 17.10.2007 14:00:24
Buch zuletzt gefunden am 14.11.2016 12:34:01
ISBN/EAN: 0470119861

ISBN - alternative Schreibweisen:
0-470-11986-1, 978-0-470-11986-0

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