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Vision, mission and leadership

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of 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. Author affiliation details are correct at time of print publication.

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Basics Marketing 03: Marketing Management

AVA Publishing SA, 2011

Book chapter

0

...This chapter focuses on management and the big picture. It is about management as leadership. Great leaders set a course that others follow with enthusiasm. They follow not because they have to – because the boss said so – but rather...

Handling a crisis

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of 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. Author affiliation details are correct at time of print publication.

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Basics Marketing 03: Marketing Management

AVA Publishing SA, 2011

Book chapter

0

...This chapter takes a look at crisis management. Times of crisis test companies and managers. They lay bare whether the company, and the people who run it, are true to all the basics of management that we have reviewed so far in this book...

Competitive business strategies

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of 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. Author affiliation details are correct at time of print publication.

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Basics Marketing 03: Marketing Management

AVA Publishing SA, 2011

Book chapter

0

...This chapter focuses on strategy. It defines what strategy is and is not. It looks at a variety of helpful theories about developing strategy in order to create competitive separation and advantage. We will look at a variety of simple tools...

E-commerce and e-branding

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of 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. Author affiliation details are correct at time of print publication.

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Basics Marketing 02: Online Marketing

AVA Publishing SA, 2011

Book chapter

0

...eBay – pioneering e-commerceAs this well-crafted advert from eBay makes clear, the Internet has opened up a dynamic channel for commerce – often offering consumers a much wider choice of products than they could find offline. In some cases,...

Search marketing

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of 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. Author affiliation details are correct at time of print publication.

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Basics Marketing 02: Online Marketing

AVA Publishing SA, 2011

Book chapter

0

...Ask Jeeves: Search has evolvedAs this striking advert from Ask Jeeves states, search engines are evolving to meet the needs of an increasingly demanding online audience. Search is where everything starts on the Web. It is the foundation...

Managing people

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of 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. Author affiliation details are correct at time of print publication.

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Basics Marketing 03: Marketing Management

AVA Publishing SA, 2011

Book chapter

0

...This chapter provides insights into one of the most difficult aspects of management: managing people. Great management is equal parts culture creation, communication, conflict resolution and politics. Dealing with employees and their issues...

Basic business economics

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of 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. Author affiliation details are correct at time of print publication.

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Basics Marketing 03: Marketing Management

AVA Publishing SA, 2011

Book chapter

1

... a negotiation, it would be wise not to take anything personally. If you leave personalities out of it, you will be able to see opportunities more objectively. Brian Koslow American author and entrepreneur Utility To understand how...

Measurement and analytics

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of 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. Author affiliation details are correct at time of print publication.

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Basics Marketing 02: Online Marketing

AVA Publishing SA, 2011

Book chapter

0

...Online advertising offers marketers a huge range of dataOnline advertising promises a new level of accountability due to its unparalleled capability to collect data. Marketers are now trying to perfect ways of analysing that data to make...

Brand identity and shareholder value

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of 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. Author affiliation details are correct at time of print publication.

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Basics Marketing 03: Marketing Management

AVA Publishing SA, 2011

Book chapter

0

...This chapter focuses on the economic value of brands. It discusses the ability of great brands to command higher prices in the marketplace, provide added value to customers, and deliver higher returns for company shareholders. We will look...

Advertising on the Web

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of 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. Author affiliation details are correct at time of print publication.

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Basics Marketing 02: Online Marketing

AVA Publishing SA, 2011

Book chapter

0

...Offline advertising for online productsAs this eye-catching magazine advert for Yahoo! demonstrates, sometimes the best way to generate traffic for an online product is to advertise it offline. This is because the Web is typified by its...