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This book offers a critical, empirically-grounded and contemporary account of how advertisers and agencies are dealing with a volatile mediascape throughout the world, taking a region-by-region approach. It provides a clear, systematic, and synoptic analysis of the dynamic relationship between media, advertisers, and agencies in the age of globalization, and in an era of transition from ‘mass’ to ‘social’ media. Advertising attracts much public criticism for the commercialization of culture and its apparent impact on social and personal life. This book outlines and assesses the issues involved, with regard to how they are manifested in different national, regional and global contexts. Topics covered include: advertising as an object of study global trends in the advertising industry advertising and the media in motion current issues in advertising, media and society advertising, globalization and world regions. While maintaining a contemporary focus, the book explains developments over recent decades as background to the globalisation of what it calls the manufacturing-marketing-media complex.
In the hands of the corporate sector, marketing has turned us into spoilt, consumption-obsessed children who are simultaneously wrecking our bodies, psyches and planet. Given the fiduciary duties of the corporation, notions like consumer sovereignty, customer service and relationship building are just corrosive myths that seduce us into quiescence, whilst furnishing big business with unprecedented power. Corporate Social Responsibility, the ultimate oxymoron, and its country cousin, Cause Related Marketing, are just means of currying favour amongst our political leaders and further extending corporate power. So it is time to fight back. As individuals we have enormous internal strength; collectively we have, and can again, change the world (indeed marketing itself is a function of humankind’s capacity to cooperate to overcome difficulties and way predates its co-option by corporations). From the purpose and resilience Steinbeck’s sharecroppers (‘we’re the people – we go on’), through Eisenhower’s ‘alert and knowledgeable citizenry’ to Arundhati Roy’s timely reminder about the wisdom of indigenous people ‘are not relics of the past, but the guides to our future’, there are lots of reasons for optimism. If these talents and strengths can be combined with serious moves to contain the corporate sector, it is possible to rethink our economic and social priorities. The book ends with a call to do just this. This compelling and accessible book will be of interest across the social sciences and humanities – and indeed to anyone who has concerns about the current state of consumer society. It will also be particularly useful reading for those marketing students who'd prefer a critical perspective to the standard ritualization of their discipline.
EBOOK: Marketing: The Core
Part history, part guidebook, part prediction for the future,?this book?tells the story of the companies, individuals, and innovations driving the revolution of online ads. Far from the catchy television spots and sleek magazine spreads are the comparatively modest ads that pop up on websites and in Internet searches. But don't be fooled - online advertising is exploding. Growing at a compound annual rate near 20%, it is now the second-largest advertising channel in the United States. Targeted takes listeners behind the scenes - examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever. You will also learn about several key aspects such as: keyword micro-markets, ad serving systems, aggregated virtual audiences, new business models, and much more! Leading the way is real-time bidding, which offers advertisers unprecedented precision in targeting ads and measuring their effectiveness.?This book is sweeping in scope and stripped of technical complexity. Targeted is an essential resource for anyone interested in finding and connecting with customers in the vast and shifting Internet universe.
MGMT4 is the fourth Asia–Pacific edition of this innovative approach to teaching and learning the principles of management. Concise yet complete coverage of the subject, supported by a suite of online learning tools and teaching material equips students and instructors with the resources required to successfully undertake an introductory management course. This highly visual and engaging resource is now available on the MindTap eLearning platform, allowing for seamless delivery both online and in-class. With the Cengage Mobile app students can take course materials with them – anytime, anywhere. New, print versions of this book include access to the MindTap platform.
MKTG4 continues to offer a unique blended solution for lecturers and students in introductory marketing subjects, in both University and Vocational sectors. Continuing to pave a new way to both teach and learn, MKTG4 is designed to truly connect with today's busy, tech-savvy student. Students have access to online interactive quizzing, videos, flashcards, games and more. An accessible, easy-to-read text with tear-out review cards completes a package that helps students to learn important concepts faster.
Transport is an inherent part of tourism; whether as a functional means of transportation, such as between origin and destination or within the destination; or as a key element of the holiday experience itself, as in cruising or traveling along scenic or historic routes. This book provides the necessary background information to gain a comprehensive understanding of transportation markets, with each of the three modes of transportation – air, ground and marine – explored in detail. Each section includes definitions, the historical development of the market and international institutional frameworks, with case studies, learning objectives and study questions incorporated to facilitate an active learning process.
The major American industries—agriculture, petroleum, electricity, banking, telecommunications, movies, college sports, airlines, health care, and the beer, cigarette, and automotive industries—intersect our lives every day. Studying these industries raises a number of economic questions: How are the individual industries organized and structured? What is their history? What are the dominant organizations in each field, and what share of their market do they represent? What is the nature of competition in these fields, and how effectively does it govern economic decision making? The nature of these industries also raises a host of public policy challenges: What significant policy issues do they pose, what options are available for addressing them, and what role can and should the government play? Unlike other books that offer economic treatments focused on theoretical expositions and analyses, the thirteenth edition addresses all these questions in a manner that treats each industry in a comprehensive, holistic way. Brock’s approach focuses on everyday experience, enhancing readers’ understanding through examples that emphasize incident and detail. Each chapter, written by an expert in the field, has been updated or rewritten for this edition. A new chapter on the movie industry has been added as well. This outstanding overview of American industry offers the reader a live laboratory of clinical examination and comparative analysis.
"This book provides the most up-to-date research findings and future directions for customer relationship management in contemporary enterprises, covering a wide range of topics such as management issues, innovative ideas, state-of-the-art business applications, and evaluation of social media products and services"--Provided by publisher.
Internet governance is a simple term without a simple definition. In the name of Internet sovereignty, nations have begun to implement various regulations to control the flow of information within or across their virtual territorial boundaries. The unique interconnected and multilateral characteristics of the Internet renders it impossible for one nation alone to provide adequate solutions to managing the Internet. The author argues that many of the issues related to Internet governance should be allocated to international institutions and a nation's sovereign power over the Internet should be bounded by its commitments and responsibilities under international law. In the absence of a coherent regulatory framework, this book examines whether the existing international legal systems are sufficiently generic to accommodate the challenges brought about by technological developments.