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A trade in dreams
A lavishly illustrated cultural history of print advertising in EgyptAt the tail end of the nineteenth century, the Industrial Revolution was shifting economies and redrawing global power maps. In this changing world, advertising became more than just a way to sell products—it was a powerful tool...
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Advertising and hong kong society
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Advertising in new formats and media
The advertising universe is changing rapidly. Communication technologies have given advertisers new platforms to communicate and promote their messages. This book provides conceptual overviews, literature reviews, research work, and developing viewpoints on the key issues, providing a valuable ov...
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Beyond multi-channel marketing
Delving into the rapidly developing field of dual marketing, investigating the strategic alliances, multi-stakeholder perspectives and branding potential it holds, this book promotes the adoption of the multichannel approach which is fundamental to facing the challenges of marketing 4.0.
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Branding as a cultural force
Branding as a Cultural Force invites readers to reimagine branding as a force for good, one that shapes culture, sparks movements, and drives meaningful social impact.
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Crystallizing public opinion (original classic edition)
Edward Bernays' 1923 classic Crystallizing Public Opinion set down the principles that corporations and governments have used to influence public attitudes over the past century.
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Developing insights on branding in the b2b context
This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on the subject, the editors curate a range of business case studies, offering guidance on strategy in B2B contexts, use of the brand, how mist...
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Digital pr
The digital revolution has caused a seismic shift in the PR industry. It’s altered every corner of the industry, bringing challenges and opportunities in equal measure. This book describes where we’ve been, where we are and where we’re going. It’s a manual for practitioners looking for guidance a...
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Emotional appeals in advertising banking services
Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores the implications of using emotional appeals in financial services advertising.
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Exploring cultural value
Exploring Cultural Value presents ground breaking new research on the use of the cultural value lens to explain and investigate those areas of society where art and culture can have an impact or add value, beyond economic measures.
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Food and sustainability
Understanding how food is communicated through media and campaigns is key to shaping sustainable food practices. Food and Sustainability presents a comprehensive, interdisciplinary approach to food studies by gathering voices from communications, sociology, ethnology, and even fashion.
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Gambling advertising
This book critically examines research evidence from around the world concerning the nature and effects of gambling advertising. It draws upon political and regulatory debates about this type of advertising, which provides regulators with evidence to control factors that encourage problem gambling.
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Global brand power
The branding bible for today's globalized worldToday, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for rea...
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Goods
Claims advertising is nothing but a metaphysical hypothesis about the moral nature of things: objects aren't purely physical or economical entities. Any object, regardless of its nature, can become a complex of possible happiness—not just an object of value, but a moral source of perfection f...
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How to create an idea if you are not ogilvy
Why are recommendations like "Think outside the box!" the real killers of creative thought? How do you force competitors to advertise your services? What useful insights can an advertiser learn from a taxi driver? Alexey Ivanov, one of the best advertisers and copywriters in Russia, gives convinc...
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Informal networks in international business
Informal Networks in International Business sheds light into the complex nature of informal networks and the respective context in which they operate as well as exploring the challenges and opportunities they produce for a modern international business.
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Managing brands in 4d
The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.
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Multi-channel marketing, branding and retail design
This unique book focuses upon service design, including retail and multi-channel marketing matters pertinent to the current age where physical contact with consumers has resurfaced as an enduring part of the marketing and branding landscape - complementary to online and virtual worlds.
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New perspectives on critical marketing and consumer society
Digital communication has altered the flow of global information,evolved consumer values and changed consumption practices worldwide.New Perspectives on Critical Marketing and Consumer Society provides an illuminating, challenging and thought-provoking guide for all upper-level students of market...
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Shareworthy
Combining practitioner and academic perspectives, Robin Landa and Greg Braun offer a roadmap for conceiving and developing creative advertising campaigns that are responsible and inclusive—and that audiences enthusiastically share.
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The marketing of debt
Topics include resisting temptation and refocusing on long-term goals, how money lenders hide pricing, partitioned pricing, drip pricing, the issue with status branded credit cards, and taking scientifically proven steps for making better financial decisions.
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Women’s work in public relations
Reconceptualising human experience through a holistic feminist approach, this book takes us behind the scenes to connect with women navigating the problems and contradictions of everyday working life.
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