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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...

Online applications and mobile 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

...iPhone apps have produced a wave of online innovationOnline applications have opened up a new wave of growth and development for the Web, and for mobile platforms in particular, thanks to devices like Apple’s iPhone.This chapter looks...

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...

How branding and innovation are connected

Erik Roscam Abbing

Erik Roscam Abbing

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Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

Book chapter

...In this chapter we will delve into the connection between branding and innovation. Brands need innovation to fulfil the promise they implicitly make to users. Innovation needs branding to give guidance and meaning.Having explored how...

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

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...

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...

Distribution channel marketing

Edward Russell

Edward Russell

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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...

Ethical issues and legal compliance

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 examines ethical business practice. Ethics go right to the heart of whether companies, and the managers who run them, add value to their employees, their customers and to society at large. We will look at both sides of ethics...

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

...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....

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...