Search

Dive into marketing communications with Andrews/Shimp's leading IMC text, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 11th Edition. This comprehensive book takes you through every aspect of marketing, including advertising, sales promotion, branding, consumer behavior, media buying, public relations, packaging, POP communications and personal selling. Explore exciting emerging topics like apps, social media, online practices and viral communications. Updates include essential information on environmental, regulatory and ethical issues as well as the impact of AI on IMC and brand generation. Learn about environmental marketing, social media advertising, direct marketing, AI in public relations and the keys to successful selling. Expand your knowledge and skills in marketing communications with this comprehensive and up-to-date text.

Klimawandel, Ressourcenknappheit und Umweltschutz, Armutsmigration, Ungleichheit, prekäre Beschäftigungsverhältnisse und Menschenrechte, aber auch Big Data und die digitalisierungsbedingte Veränderung der Arbeitswelt sind die alten und neuen Herausforderungen, denen sich die Wirtschafts- und Unternehmensethik stellen muss. Das Handbuch bietet einen umfassenden Überblick über die wirtschaftsethischen Standards von der Antike bis in unsere unmittelbare Gegenwart und soll Orientierung durch Reflexion, Methoden und kritische Analyse bieten. Für die 2. Auflage wurde das Handbuch umfassend aktualisiert und erheblich erweitert.

Die Produktverpackung ist bei großer Konkurrenz, insbesondere am Point-of-Sale, von hoher Relevanz für eine positive Beeinflussung der Entscheidungsfindung des Abnehmers. Gerade diese Schlüsselposition stellt Hersteller von Produktinnovationen im Lebensmittelbereich (z.B. Chilled Convenience Food) vor die Herausforderung, eine differenzierte und zielgerichtete Positionierung im kritischen Moment der Kaufentscheidung überzeugend zu kommunizieren. Im Kontext des Chilled Convenience Food ist es von besonderem Interesse, die Gestaltungsmerkmale der Produktverpackung zu identifizieren, die die Gesundheitswahrnehmung eines gekühlten Fertiggerichtes und die gesamte Einstellung von Konsumenten gegenüber dem Produkt positiv beeinflussen. Darüber hinaus spielt gerade in der preissensiblen Lebensmittelbranche ein anspruchsvolles Verpackungsdesign eine wichtige Rolle, um beim Nachfrager eine höhere Zahlungsbereitschaft zu schaffen. Die Autoren liefern im Rahmen einer varianzanalytischen Untersuchung Erkenntnisse zum Einfluss der Produktsichtbarkeit, des Zutatenclaims sowie der Farbsättigung auf die Zielgrößen. Hieraus resultieren relevante Implikationen für die Marketingpraxis und -forschung.

購買時における意思決定の変容に関する研究。解釈レベル理論を援用しながら、消費者購買時の移り気を実証的に考察。 【目次】 序　章　本書の研究視点と方法論 第１章　消費者購買意思決定における変容性 第２章　解釈レベル理論の全体像 第３章　先行研究の整理と体系化 第４章　購買までの時間的距離と視覚探索行動 第５章　情報探索量が満足度に及ぼす影響 第６章　消費に対する心理的距離と画像の効果 第７章　社会的距離の文化差と画像の効果 第８章　触覚情報と心理的距離の相互作用 終　章　結論と今後の課題

• Why do people behave and think the way they do?• What makes people choose certain products and services?• How does consumption affect our everyday lives?Informed by psychological theory and supported by research, Consumer Psychology provides an overview to understanding consumer behaviour and underlying thought processes. Written in a clear and accessible style it is an essential read for students of consumer psychology. It is also important reading for anyone studying consumption, whether in marketing, consumer behaviour, sociology, anthropology, business studies, cyber psychology or sustainability.Psychology is central to an effective understanding of consumer behaviour and this book shows how it can be used to explain why people choose certain products and services, and how this affects their behaviour and psychological well-being. This book explores key theories from a broad range of psychology disciplines to show how psychology can help explain consumption behaviours. These include: • Memory and learning• Perception and attention• Emotions• Decision making• Motivation• Happiness This 2nd second edition has been updated with new research throughout and has more in-depth sections on topics such as:• Motives for and consequences of sharing in a social media environment • Online gaming and online customized advertising• Sustainable consumption and how to increase itEach chapter features an introduction, key terms, summary and study questions or class exercises that encourage you to think critically about the topics covered. Real-life examples including adverts and case studies are included throughout to ensure clear application to everyday life.

Nel maggio del 1965, i Beatles e i Rolling Stones hanno registrato due delle più celebrate canzoni di tutti i tempi, rispettivamente, Yesterday e (I can't get no) Satisfaction. Nonostante la rivalità tra le due band alimentata dalla stampa, il modo in cui i protagonisti hanno descritto la genesi di questi due capolavori è straordinariamente simile: in entrambi i casi, viene enfatizzato un processo creativo basato su improvvise illuminazioni, esperienze oniriche e istinto – ovvero sull'insight. Riferimenti a questo tipo di processo creativo sono comuni anche in altri domini. Al noto aforisma attribuito ad Albert Einstein secondo cui “l'immaginazione è più importante della conoscenza” fa da eco il premio Nobel per la fisica Max Planck, secondo cui gli scienziati “devono avere un'immaginazione vivida e intuitiva, perché le nuove idee non sono generate per deduzione, ma da una mente artisticamente creativa”. Questo libro approfondisce le associazioni esistenti tra fonti di creatività e domini di applicazione. A valle di una rassegna della letteratura sulla creatività, viene presentato un modello concettuale sulla comunicazione del processo creativo nelle arti e nelle scienze e a pubblici diversi. Nel volume vengono inoltre presentati i risultati di una serie di ricerche che adottano disegni di ricerca qualitativi e quantitativi, con dati secondari e primari. Le evidenze raccolte consentono di delineare una serie di direzioni di ricerca e di implicazioni per chi gestisce la comunicazione di artisti e scienziati, attività sempre più rilevanti nella società dei media digitali e della ritrovata enfasi sulla divulgazione scientifica.

Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today's leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. With emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as today's popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing. Revisions to this most current IMC text on the market address must-know changes to environmental, regulatory, and ethical issues; MindTap Insights Online; place-based applications; privacy; global marketing, and memorable advertising campaigns.

Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today's leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. With emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as today's popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing. Revisions to this most current IMC text on the market address must-know changes to environmental, regulatory, and ethical issues; MindTap Insights Online; place-based applications; privacy; global marketing, and memorable advertising campaigns.

This volume includes the full proceedings from the 1983 Academy of Marketing Science (AMS) Annual Conference held in Miami, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing history marketing management, marketing education, industrial marketing and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

​This volume includes the full proceedings from the 1984 Academy of Marketing Science (AMS) Annual Conference held in Niagara Falls, New York. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, and international marketing, among others.Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​

This volume includes the full proceedings from the 1989 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

This volume includes the full proceedings from the 1985 Academy of Marketing Science (AMS) Annual Conference held in Miami Beach, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education and international marketing, among others.Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

This volume includes the full proceedings from the 1993 Academy of Marketing Science (AMS) Annual Conference held in Miami Beach, Florida. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, business-to-business marketing, international marketing, retailing, marketing education, among others.Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

This volume includes the full proceedings from the 1992 Academy of Marketing Science (AMS) Annual Conference held in San Diego, California. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, international marketing, retailing, marketing education, among others.Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.This volume includes the full proceedings from the 2000 Academy of Marketing Science (AMS) Annual Conference held in Montreal, Canada.

What does advertising do? Is it the faith of a secular society? If so, why does it inspire so little devotion? Advertising, the Uneasy Persuasion is a clear-eyed account of advertising as both business and social institution.Instead of fuelling the moral indignation surrounding the industry, or feeding fantasies of powerful manipulators, Michael Schudson presents a clear assessment of advertising in its wider sociological and historical framework, persuasively concluding that advertising is not nearly as important, effective, or scientifically founded as either its advocates or its critics imagine.‘Dispassionate, open-minded and balanced... he conveys better than any other recent author a sense of advertising as its practitioners understand it.'Stephen Fox, New York Times Book ReviewFirst published in 1984.

​Da Kaufentscheidungen mehrheitlich erst am Point-of-Sale (POS) getroffen werden, stehen die dort zum Kauf angebotenen Produkte und Marken in einem mehr oder weniger starken Konkurrenzverhältnis. Es wird ein als Punktbewertungsmodell angelegtes Instrument entwickelt, das diese am POS beobachtbare Konkurrenz in seiner Vielfalt erfasst, operationalisiert und bewertet. Das Vorgehen wird im Anschluss in ausgewählten Handelsmärkten getestet und hinsichtlich seiner Prognosekraft für den Produkterfolg beurteilt. Außerdem wird die Frage nach den Konkurrenzursachen und damit auch nach den Beeinflussungsmöglichkeiten der Produkt-/Markenpräsenz am POS gestellt.

Routledge Library Editions: Advertising brings together as one set, or individual volumes, a series of previously out-of-print classics from a variety of academic imprints. With titles as varied as Advertising and Psychology, Advertising in the 21st Century, Outdoor Advertising and The Economics of Advertising, this set provides in one place a wealth of important reference sources from a wide range of authors expert in the field.

Even the most casual reader leafing through the pages of this book will quickly realize that it is not the thoughts of one indi­ vidual set down on paper, but rather the synergism of many people. Herbert Goeler of American Cyanamid and Keith Slater of Johns-Manville, the latter now retired, are certainly the brightest stars in my particular customer service galaxy. They have been well-springs of information, thinkers and thought­ starters, friends and fellow-believers, for almost two decades. Without the encouragement and inspiration they gave me, this book would be much shorter and far less relevant. In 1984, my firm presented Herb and Keith with our special'Patron Saint'Award; it doesn't say nearly enough for what they have meant to me personally and, through me, to the field of customer service management where I disseminate ideas and guidance as an editor and teacher. Some years ago, the American Management Associations asked me to chair a series of seminars on Customer Service Management in the U. S. and Canada. Through this activity I met many wonderful people who in many cases taught me more than I taught them.

Modern advertising has changed dramatically since the early twentieth century, but when it comes to food, Katherine Parkin writes, the message has remained consistent. Advertisers have historically promoted food in distinctly gendered terms, returning repeatedly to themes that associated shopping and cooking with women. Foremost among them was that, regardless of the actual work involved, women should serve food to demonstrate love for their families. In identifying shopping and cooking as an expression of love, ads helped to both establish and reinforce the belief that kitchen work was women's work, even as women's participation in the labor force dramatically increased. Alternately flattering her skills as a homemaker and preying on her insecurities, advertisers suggested that using their products would give a woman irresistible sexual allure, a happy marriage, and healthy children. Ads also promised that by buying and making the right foods, a woman could help her family achieve social status, maintain its racial or ethnic identity, and assimilate into the American mainstream.Advertisers clung tenaciously to this paradigm throughout great upheavals in the patterns of American work, diet, and gender roles. To discover why, Food Is Love draws on thousands of ads that appeared in the most popular magazines of the twentieth and early twenty-first centuries, including the Ladies'Home Journal, Good Housekeeping, Ebony, and the Saturday Evening Post. The book also cites the records of one of the nation's preeminent advertising firms, as well as the motivational research advertisers utilized to reach their customers.

Psychology is central to an effective understanding of consumption behaviours. The aim of this book is to provide an overall understanding for why people consume certain products and services and how this affects their behaviour and psychological well being.

'The Review of Marketing Research'series provides current, state-of-the-art articles by the marketing field's leading researchers and scholars. Unlike other research publications in the field, which impose major constraint on article length, RMR publishes longer chapters that are not only theoretically rigorous but also offer richer detail, including literature reviews, cutting-edge methodologies, empirical studies, international developments, guidelines for implementation, and suggestions for future theory development and testing.'The RMR'series is edited by Naresh K. Malhotra along with a distinguished editorial review board. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the full range of current marketing research methodologies.

This book covers basic marketing tenets and terminology, how to go about setting up a marketing plan, and contemporary topics such as branding and marketing to women. This book is illustrated throughout with successful strategies libraries are currently using to market their services. Skill-building exercises are included for students and practitioners and cases studies are incorporated for analyzing current library marketing issues. - Special topics in library marketing including branding, marketing to women, creating'buzz', marketing yourself - Emphasis on creativity and innovation - Practical advice from practitioners on what works and what does not

This advanced dictionary of marketing focuses on leading-edge terminology for use by individuals who are serious about the theory and practice of marketing: researchers, directors, managers, and anyone studying marketing for a professional and/or academic qualification. Covering 1,098 terms, the dictionary includes over 500 major entries. All terms are extensively cross-referenced and thematic indices allow the reader to locate terms by their applications and by keywords. All major and emerging marketing approaches, from ambient marketing and fusion marketing, to tribal marketing and word-of-mouth marketing, are included, as are hundreds of other advanced concepts such as brand community, disintermediation, dynamic capabilities, and share of voice. Further, entries spanning 132 theories and 45 marketing-related laws and principles are presented, making this dictionary more theoretically complete than any other marketing dictionary available. Finally, an extensive collection of 107 marketing effects, such as the loyalty ripple effect and mere exposure effect are also included, where, in all cases, their marketing implications and applications are presented fully. Each term covered in this advanced dictionary includes six elements: Description -- how the term is defined Key insights -- important insights provided by an understanding of the term Keywords -- words to further understand the nature of the term Implications -- what knowledge of the term means to marketers Application areas and further readings -- areas where the term's knowledge is being put to use Bibliography -- articles and books referenced Example entries include: Agency Theory, Audience Effect, Blog Marketing, Boomerang Effect, Confirmation Bias, Country of Origin Effect, Customer Equity, Disruptive Technology, Double Jeopardy Effect, Eclectic Paradigm, E-marketing, First Law of Marketing, Foot-in-the Door Technique, Free Rider Effect, Game Theory, Glocal Marketing, Green Marketing, Halo Effect, Honeymoon Effect, Law of Comparative Advantage, Leapfrogging, Market Entry Timing, Megamarketing, Metcalfe's Law, Moore's Law, Network Effect, Not Invented Here Syndrome, Odd Price Effect, Permission Marketing, Psychic Distance, Recency Principle, Retro-Marketing, Rule of Ten Percent, Sagacity Segmentation, Salutary Products, Snob Effect, Social Marketing, Stealth Marketing, Substitute Awareness Effect, Sunk Cost Fallacy, Sustainable Competitive Advantage, Value-Based Marketing, Viral Marketing, Winner's Curse.

• How Prices Matter rices are ubiquitous, so much so that their importance to the smooth operation of a market economy (even one constrained by extensive polit- P ical controls as is the case in China) can go unnoticed and unheralded. Prices are what all trades, whether at the local mall or across the globe, are built around. Tey facilitate trades among buyers and sellers who don't know each other, meaning they make less costly, or more socially benefcial, the allocation and redistribution of the planet's scarce resources. Indeed, as the late Friedrich Hayek is renowned for having observed, prices summarize a vast amount of - formation on the relative scarcity and, hence, the relative cost of resources (with much of the information subjective in nature) that can be known only by ind-i viduals scattered across markets and cannot be collected in centralized loc- tions, except through market-determined prices. 1 Because they summarize, and largely hide from view of buyers, so much i- formation spread among people throughout the world, prices can be puzzling. Why prices are what they are, and change for reasons that are obscured by a multitude of economic events that can extend backward in time and forward into the future, can be mysterious. Explaining many puzzling prices can be - tective work that the modern-day Sherlock Holmes would surely fnd challenging.

Grundlage der vorliegenden Bibliographie sind die 29 Bände der Bibliographischen Berichte, die als universaler Nachweis von Bibliographien von 1959 bis 1987 erschienen sind. Ziel der Internationalen Bibliographie der Bibliographien 1959-1988 ist es, den Gesamtdatenbestand in kumulierter Form leicht zugänglich zu machen. Die Titel sind in einer einheitlichen Systematik nach Themengebieten zusammengefasst. Insgesamt werden ca. 176.000 Titel erschlossen. Bibliothekaren, Dokumentaren und Informationsvermittlern wird mit den Bibliographien der zweiten Stufe ein wichtiges Hilfsmittel für die Selektion und Wertung von Bibliographien an die Hand gegeben.

Directed specifically at the practicing marketing executive, Cases and Select Readings in Health Care Marketing integrates understandable explanations of marketing concepts, articles selected for topical timeliness and pragmatic value, and case studies illustrating the detail and complexity of market decisions faced by today's health care and human services marketing professional. Each chapter of this landmark volume includes a brief but thorough presentation of one conceptual area of marketing, which is then evaluated, analyzed, or demonstrated in selected articles written by prestigious and successful members of the marketing profession. Finally, a variety of extensive case studies follow which have been gathered to demonstrate further the service marketing profession at work. Many of these excellent cases were prepared especially for this volume and represent path-breaking treatments of such topics as health care marketing auditing, psychographic analysis, pricing in alternative delivery systems, promoting a public health service, and marketing planning for private colleges. Special offer from the editors: Buy Cases and Select Readings in Health Care Marketing and the authors will guarantee you a free written response--up to three pages--to your first inquiry about marketing your own organization!

Includes index.