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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

...This chapter provides a general overview of the basic principles that drive economies and competitive marketplaces. We will focus on the relationship between supply, demand and consumer utility, as well as pricing strategies based...

Introduction to part II: brand-driven innovation as a working method for organisations

Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

Book chapter

...A working method for BDIThe second part of this book presents the reader with a practical, step-by-step working method for brand-driven innovation. It will prove very useful to the reader as both a checklist and guideline that provides...

Distribution channel marketing

The Fundamentals of Marketing

AVA Publishing SA, 2010

Book chapter

...Have you ever seen an Avon store? Don’t worry. No one has. Avon doesn’t have shops. Avon has used door-to-door sales representatives to sell their goods since 1886. Today they have nearly five million men and women selling door...

Introduction to part I: shifting paradigms

Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

Book chapter

...BrandingThere are as many meanings of the word ‘brand’ as there are books on the subject (a good list of must-read branding books and articles can be found in the Bibliography on pages 202-203). The meaning of the word ‘brand’ essentially...

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

...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...

Strategic pricing

The Fundamentals of Marketing

AVA Publishing SA, 2010

Book chapter

...The Tiffany experience If you could find a Tiffany watch for sale at your local jewellery store, would it really be a Tiffany watch? Yes and no. Of course, the Tiffany Company could manufacture it, but the Tiffany retail store...

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

...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...

The digital media revolution

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

...Virgin media – the power of broadbandAs this advert from Virgin Media powerfully demonstrates, the accessibility of broadband Internet connections has changed the nature of media and given consumers an unprecedented amount of control over...

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

...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...

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

...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...