Richard H. Elliott Książki

Strategic Brand Management, Second Edition, adopts an innovative socio-cultural perspective that provides students with an understanding of the dynamics of the field and enables them to engage with the issues that lie within. At the same time, the text also integrates more traditional notionsof the brand in terms of equity and positioning. The wide experience of the author team--from consulting with industry leaders to teaching demanding MBA and executive development courses--has resulted in a text full of exciting ideas that are firmly grounded in managerial implications andapplications.Building on a solid theoretical foundation, the authors also apply theory to examples throughout, helping students to understand the practical applications of brand management. By using a wealth of new and up-to-date illustrative examples and case material--including coverage of high-techinnovation--they have created a text that is both cutting-edge in terms of theory and also accessible to students.

Strategic Advertising Management presents a strong theoretical foundation for the development of effective marketing communication. The text then outlines how this theory can be used by managers in the development of effective marketing communication plans and creative executions. The book treats the subject as an integrated whole, looking at how the various aspects of advertising fit together. In this latest edition the topic of promotion has been woven throughout the text. A new chapter on message delivery has been introduced, looking at basic types of promotion as well as alternative ways of delivering advertising and promotion type messages, such as sponsorships and event marketing. A new chapter on understanding cultural differences has also been included for the new edition, giving consideration to issues of culture in respect of advertising strategy and execution. Case studies have been introduced to allow students to critically reflect on the material being covered in each chapter. The online resource centre will be updated in line with the text. The features of this can be outlined as follows: Student: Online glossary Additional questions Further reading updates Web links Lecturer: Suggested IPA case histories Suggested classroom exercises PowerPoint slides

Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, thebook also integrates more traditional notions of the brand in terms of equity and positioning within that framework.

The morning after the apocalypse. The desperate few struggle for what's left of a shattered world.THE YEAR IS 1992.A star wars weapon has gone out of control, unleashing a solar flame that destroys half the earth.In the burnt lands of Europe, few survive, and those that do must struggle for food and shelter. The rich and powerful&mash;those with money and those with guns—battle one another to control the charred remains of their countries.The United States stands strong—until the forces of terror strike at its leadership.One special man can pull a dying world back from the brink of total catastrophe in the final struggle for survival of the fittest... and most savage.Billions of people had died on the irradiated, daylight side of Earth. And, after the one-hour flare, millions more had died from the devastating super-hurricanes, enormous tides, and searing, continent-eating firestorms. The survivors of these disasters now faced starvation and erratic, killing weather for decades to come.John Norris, global troubleshooter, had frustrated the precise plans of a fanatic group of scientists two months ago. Now he was destined to deal with another power-seeking band of extremists...