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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

eBook

...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

Erik Roscam Abbing

Erik Roscam Abbing

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Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

eBook

...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

Edward Russell

Edward Russell

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The Fundamentals of Marketing

AVA Publishing SA, 2010

eBook

...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

Erik Roscam Abbing

Erik Roscam Abbing

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Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

eBook

...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

eBook

...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

Edward Russell

Edward Russell

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The Fundamentals of Marketing

AVA Publishing SA, 2010

eBook

...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...

Advertising around the world

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

...As a bank with a global presence HSBC benefited from a thought-provoking and far-reaching campaign which emphasised local differences rather than pretending that one size fits all in the world of international finance and commerce.Client...

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

eBook

...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

eBook

...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

eBook

...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...