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In this latest edition of her classic text, Lisa Spiller takes an insightful, in-depth look at contemporary marketing concepts, tactics, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field. Direct, Digital, and Data-Driven Marketing recognizes the growth of the various digital formats as the newest interactive channels for conducting modern marketing. But it does not overlook the traditional principles of direct marketing still relevant today. This book examines the field both as it once was and as it is evolving. With plenty of learning features online resources, the Fifth Edition provides an engaging journey, which will leave any marketing student with a thorough knowledge of how all kinds of businesses manage regular communication with their customer base and target demographic.
"Amazon's founder, Jeff Bezos continues to lead a company that has gone from clever garage-based startup to global e-commerce and technology powerhouse. His journey in transforming the budding company focused simply on selling books over the internet to one of the world's most influential companies highlights two of the greatest forces that are influencing business today: globalization and technology. Innovative companies like Amazon contribute greatly to the national and global economy. A growing economy, one with increased production of goods and services over time, also yields income for its business owners and their employees. Businesses are how we make and share new wealth through things like products, services, pay for employees, and taxes that go to the government at different levels. A country depends on the wealth its businesses generate, from giants like the Walt Disney Company, to nimble, fast-growing, online startups like Airbnb, and even local mom-and-pop diners where you live. What all these companies and many others share is a creative approach to meeting society's needs and wants"--
Contemporary Office Handbook emphasizes the critical skills, traits, and knowledge required to effectively face the emerging workplace realities. It is designed to guide you, the reader, toward success. Whether you are a new professional applying for your very first job, or a seasoned manager, there is information in this handbook to help you. The structure of the content is clear- making it easy to find what you need quickly. And the content is thoroughly researched with excellent citations for those who want to dig deeper. From the basic skills to the most advanced thinking on how to be a le.
Contemporary Advertising, 10/e, is one of the best-selling advertising texts in this field. Known as the " coffee table book" for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.
Opening new doors of possibility can be difficult. Contemporary Business 13e 2010 Update Edition gives students the business language they need to feel confident in taking the first steps toward becoming successful business majors and successful businesspeople. As with every good business, though, the patterns of innovation and excellence established at the beginning remain steadfast. The goals and standards of Boone & Kurtz, Contemporary Business, remain intact and focused on excellence, as always.
Contemporary Jewish Philanthropy in America provides a comprehensive overview of how Tzedakah-the obligation to give, to share, to help-can be understood, taught and realized in contemporary society. The chapters in this book examine the social sources for philanthropy, the various types of givers, recent trends in philanthropy, large scale giving and clients' perspectives. The contributors to this volume-social scientists, communal leaders and practitioners who are associated with the Council of Jewish Federations and the North American Jewish Data Bank-analyze the motivations and functions of Jewish giving in order to throw light on this enormous and vital enterprise.
The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today. This Fourth Edition explores the growing significance of: the influence of ‘Big Data’ and automation in digital advertising; tracking and profiling users across digital communications for targeted and personalised marketing communications; the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content; the dynamic shifts in ad spending and media–advertising relationships across legacy media, online and social media; and the complex profile of consumer behaviour that produces new challenges for brands and branding. Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.
The ACADEMY OF INTERNATIONAL BUSINESS (UK and Ireland Chapter) Published in association with the UK and Ireland Chapter of the Academy of International Business. This brand new edited collection addresses the growing uncertainty and socio-economic challenges of globalisation and its profound implications for the strategies and operations of multinational enterprises (MNEs). Responding to the new balance in international business, the authors offer valuable insights into the co-evolutionary processes involved in headquarters-subsidiary relationships, the need for novel strategies by MNEs to retain competitive advantage, improve performance and contribute to the global economy.
This book portrays the middle class in contemporary China with plain language and precise professional knowledge in an all-round, broad and responsible way from the perspectives of income, property, profession, education, consumption, investment, physiological and behavioral characteristics, history and development. It gives, in a logical order, the reasons for stimulating the rise of the middle class in contemporary China. It emphatically describes what the middle class is and what the middle class in contemporary China looks like. It also analyzes whether the middle class can rise in China and sheds light on the basic thinking, medium and long-term goals, main measures and current work priorities for achieving full rise of the middle class in contemporary China. As China becomes the world's largest economy, the new middle class will be the Chinese people facing the world; as such, this book will be of interest to sociologists, sinologists, political scientists, and economists.