Absolute Essentials of Advertising
Absolute Essentials of Advertising

Author: Sarah Turnbull

Publisher: Taylor & Francis

Published: 2022-04-19

Total Pages: 84

ISBN-13: 1000609618

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This concise textbook provides a comprehensive and clear overview of advertising theory and practice. Each chapter covers the essential aspects of the subject matter, provides a supplement for teaching and acts as a valuable revision guide. Split over three core parts, the book begins with a consideration of the role and function of advertising, the customer journey, advertising theory, planning and strategy, and moves on to the creative development process, media planning and strategy. The final chapter considers the industry as a whole and the reality of practice, outlining roles within agencies to highlight employability opportunities to students. To aid learning, each chapter contains brief real-life examples and includes questions to encourage the reader to consider how practical examples can be applied. Written by a renowned textbook author, this short-form textbook is suitable for students at all levels studying advertising. For undergraduates, the book provides a valuable support for traditional or blended online teaching. For postgraduate and MBA students, as well as those studying for professional qualifications, the book also provides a valuable resource.

Absolute Essentials of Marketing Research
Absolute Essentials of Marketing Research

Author: Bonita M. Kolb

Publisher: Routledge

Published: 2021-12-28

Total Pages: 104

ISBN-13: 1000523349

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This short textbook provides students with a concise yet comprehensive overview of the fundamentals of marketing research. Mapped closely to the structure of a typical Marketing Research module, the book takes the student through the full process, from developing the hypothesis and setting the research question, to developing and conducting the research, and finally to analysing the data and making recommendations. Each chapter starts with an essential summary and ends with discussion questions that can be used as a teaching resource. Worksheets are also provided as a supplementary resource, which can be used to build a marketing research plan. Focused on the core aspects of the subject, this is a perfect complement to the larger texts available, suitable for any undergraduate or postgraduate Marketing Research module.

Absolute Essentials of Digital Marketing
Absolute Essentials of Digital Marketing

Author: Alan Charlesworth

Publisher: Routledge

Published: 2020-09-24

Total Pages: 100

ISBN-13: 1000209121

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This short form textbook provides readers with a comprehensive yet concise overview of the fundamentals of Digital Marketing. The author, a well-renowned teacher and writer on the subject, presents a concise and clear structure that works step by step through each of the core aspects of the subject, including SEO, metrics and analytics, web development, e-commerce, social media and digital marketing strategy. Presented in nine chapters to suit delivery periods at both undergraduate and postgraduate levels, this book can be used either as a core text that gives tutors a sound platform on which to structure a module on digital marketing or as supporting text where digital marketing is an element of a module with a broader scope, such as strategic marketing. Pedagogical features include an essential summary paragraph at the start of each chapter, focused references and further reading. There is also online teaching and learning support for both in-class and digital delivery, including suggested case studies, chapter questions and other activities.

Absolute Essentials of Strategic Marketing
Absolute Essentials of Strategic Marketing

Author: Tony Proctor

Publisher: Routledge

Published: 2020-05-17

Total Pages: 111

ISBN-13: 1000096645

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Strategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird’s-eye view of the field for students of marketing strategy. Focused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of ‘strategic windows’ to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats. Enhanced by text features such as essential summaries, focused references and additional online supplements, this very short introduction enables the reader to zero in on the core priorities for strategic marketers. The result is a volume that is valuable reading for marketing students around the world.

Absolute Essentials of International Business
Absolute Essentials of International Business

Author: Alan Sitkin

Publisher: Routledge

Published: 2020-09-24

Total Pages: 190

ISBN-13: 0429663854

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As challenges to the era of globalisation emerge, international business grows in importance and complexity as a field of study. This shortform textbook introduces learners to the frameworks within which international business occurs and to the range of actions that companies might undertake in these environments. Owing to an emphasis on cross-border interactions, international business is a politicised field, and this book provides readers with the tools to deepen their understanding not only of the actions that companies might take but also of the economic, societal, cultural and political frameworks affecting how decisions are made. With a refreshing realism in its approach, this book will be perfect brief reading for students required to understand the obstacles that global business practitioners must overcome to succeed.

Absolute Value
Absolute Value

Author: Itamar Simonson

Publisher: Harper Collins

Published: 2014-02-04

Total Pages: 189

ISBN-13: 006221568X

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Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new framework—the Influence Mix, a totally new way of thinking about consumer decision making and marketing, and about developing more effective business strategies. How people buy things has changed profoundly—yet the fundamental thinking about consumer decision-making and marketing has not. Most marketers still believe that they can shape consumers’ perception and drive their behavior. In this provocative book, Stanford professor Itamar Simonson and bestselling author Emanuel Rosen show why current mantras are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes. Absolute Value answers the pressing questions of how to influence customers in this new age. Simonson and Rosen point out the old-school marketing concepts that need to change and explain how a company should design its communication strategy, market research program, and segmentation strategy in the new environment. Filled with deep analysis, case studies, and cutting-edge research, this forward-looking book provides a totally new way of thinking about marketing.

Absolut Book
Absolut Book

Author: Richard W. Lewis

Publisher: Journey Editions (VT)

Published: 1996

Total Pages: 294

ISBN-13:

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A New York Times bestseller, Absolut Book is the behind-the-scenes account of the birth and growth of this award-winning campaign and provides a definitive illustrated history of one of the most successful ad campaigns ever. It is a collector's delight with nearly five hundred ads.

Absolute Essentials of Business Behavioural Ethics
Absolute Essentials of Business Behavioural Ethics

Author: Nina Seppala

Publisher: Routledge

Published: 2020-10-07

Total Pages: 92

ISBN-13: 1000193535

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Behavioural ethics in business is an emerging field that has challenged some of the established wisdom about ethics and added some truly new insights into our understanding about decision-making and behaviour. Why do seemingly responsible employees and managers sometimes act in bad ways? This book explains how people behave in real situations and what action can be taken to nudge behaviour in a more ethical direction. This concise textbook is ideal for use in the classroom as core or additional reading on courses in business ethics and corporate social responsibility; organisational behaviour and psychology; and any module with ethics content (for example, accounting ethics and strategic management). Each chapter is presented as a story with details about the experimental designs and related research findings. The key features include learning outcomes, suggested class activities, mock assessment questions, and an annotated list of key readings and these provide a one-stop text for tutors and students interested in this increasingly important area of study.

Absolute Essentials of Operations Management
Absolute Essentials of Operations Management

Author: Andrew Greasley

Publisher: Routledge

Published: 2019-11-05

Total Pages: 125

ISBN-13: 1000754103

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This short textbook consolidates all the key aspects of operations management into a concise and easily accessible reference tool. Comprising the management of creating goods and delivering services to customers, operations management plays an essential role in the success of any organization. This book discusses the main areas of operations management, such as the design of the operations system, including product, process and job design. It also covers the management of operations, including lean operations and supply chain management. Breaking the subject down into its key components, this book provides a core introduction for undergraduate students studying operations management as part of business and management degrees.

Absolute Essentials of Creative Thinking and Problem Solving
Absolute Essentials of Creative Thinking and Problem Solving

Author: Tony Proctor

Publisher: Routledge

Published: 2021-04-01

Total Pages: 95

ISBN-13: 1000397122

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This concise textbook provides a comprehensive and clear overview of the theory and practice of creative problem solving from a management perspective. The book works step by step through the creative thinking process. Beginning with theoretical frameworks, it considers ways of thinking, defining problems and structuring responses to them, techniques for generating ideas, evaluating and defining them, and finally how technology can be used within the creative problem-solving process. Pedagogical features to aid learning include objectives at the start of each chapter, further reading suggestions and practical examples. Divided into ten short chapters to suit content delivery, this textbook is designed as either core or recommended reading for advanced undergraduate, postgraduate, MBA and Executive Education students studying Creativity and Innovation, Management and Leadership and Management Skills.