Decoding Coca-Cola
Decoding Coca-Cola

Author: Robert Crawford

Publisher: Routledge

Published: 2020-12-07

Total Pages: 240

ISBN-13: 1351024019

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This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world’s most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies.

Teaching Students to Decode the World
Teaching Students to Decode the World

Author: Chris Sperry

Publisher: ASCD

Published: 2022-03-23

Total Pages: 194

ISBN-13: 1416630945

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In our media-saturated environment, how can we teach students to distinguish true statements from those that are false, misleading, or manipulative? How can we help them develop the skills needed to identify biases and stereotypes, determine credibility of sources, and analyze their own thinking and its effect on their perceptions? In Teaching Students to Decode the World, authors Chris Sperry and Cyndy Scheibe tackle these questions as they introduce readers to constructivist media decoding (CMD), a specific way to lead students through a question-based analysis of media materials—including print and digital documents, videos and films, social media posts, advertisements, and other formats—with an emphasis on critical thinking and collaboration. Drawing from their decades of experience as teachers, consultants, and media literacy advocates, the authors explain how to * Develop and facilitate CMD activities in the classroom and in virtual teaching environments; * Implement CMD across the curriculum, at all grade levels; * Connect CMD with educational approaches such as project-based learning, social-emotional learning, and antiracist education; * Incorporate CMD into assessments; and * Promote CMD as a districtwide initiative. This comprehensive guide explains the theoretical foundations for CMD and offers dozens of real-life examples of its implementation and its powerful impact on students and teachers. Equipped with CMD skills, students will be better able to navigate a complex media landscape, participate in a democratic society, and become productive citizens of the world.

Decoded
Decoded

Author: Phil Barden

Publisher: John Wiley & Sons

Published: 2022-09-26

Total Pages: 341

ISBN-13: 1119673089

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A groundbreaking exploration of purchasing behaviour and its essential role in smarter marketing practices to benefit your organization If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviours. Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day. As a marketing professional, you can look to this book for behavioural knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviours for more effective brand management, from strategy to implementation to new product development. You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions. Learn more about what happens in the human brain as buyers make their choices. This updated edition of Decoded provides new material that marketers can apply to informed, successful practices. Gain an understanding of the Jobs to Be Done (JTBD) approach Take a closer look at the Ferrero neuroscience study that supports JTBD See updated and relevant case studies of JTBD at work Discover how to engage customers through digital touchpoints If you're a marketing practitioner, an understanding of decision science will enhance your day-to-day work. Decoded helps you see how science and marketing come together. Immerse yourself in the science of why people buy and gain a stronger base of knowledge as you develop strategies, implement marketing plans, and meet customer needs through innovation.

Selling Modernity
Selling Modernity

Author: Pamela E. Swett

Publisher: Duke University Press

Published: 2007-08-29

Total Pages: 396

ISBN-13: 9780822340690

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DIVA historical study of modern German advertising, from the Imperial period through the 1970s, that explores mass consumption in modern society and the relationship between business mentalities, artistic creation, consumer behavior, and ideology. /div

Communication and Applied Technologies
Communication and Applied Technologies

Author: Paulo Carlos López-López

Publisher: Springer Nature

Published: 2022-11-22

Total Pages: 573

ISBN-13: 9811963479

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This book features selected papers from the International Conference on Communication and Applied Technologies (ICOMTA 2022), jointly organized by the Universidad del Rosario (Bogotá, Colombia) and the Universidad Politécnica Salesiana (Cuenca, Ecuador), and as collaborators at the University of Vigo (Galicia, Spain), the University of Santiago de Compostela-Political Research Team (Galicia, Spain), and the Network of Communication Researchers of Ecuador (RICE), during August, 31–September 2, 2022. It covers recent advances in the field of digital communication and processes, digital social media, software, big data, data mining, and intelligent systems.

AI and Data Engineering Solutions for Effective Marketing
AI and Data Engineering Solutions for Effective Marketing

Author: Alla, Lhoussaine

Publisher: IGI Global

Published: 2024-07-17

Total Pages: 520

ISBN-13:

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In the world of contemporary marketing, a challenge exists — the relationship between data engineering, artificial intelligence, and the essential elements of effective marketing. Businesses find themselves at a crossroads, grappling with the imperative to navigate this complex landscape. This challenge serves as the backdrop for the exploration in AI and Data Engineering Solutions for Effective Marketing, a comprehensive reference tailored for academic scholars. Seamlessly integrating theoretical models with real-world applications, the book delves into critical facets of strategic and operational marketing. From the adoption of data science techniques to grappling with big data's vast potential, it offers a guide for academics seeking profound insights into the future of marketing strategies and their efficient execution. Designed for researchers, practitioners, and students with an interest in the intersection of artificial intelligence, data engineering, and marketing, this book serves as a guide for implementing new marketing management solutions and optimizing their operational efficiency. While the primary audience is researchers and practitioners in the field, the book is also tailored to benefit students seeking a deep understanding of the latest developments in marketing.

Oral History and Business
Oral History and Business

Author: Robert Crawford

Publisher: Taylor & Francis

Published: 2022-08-22

Total Pages: 119

ISBN-13: 1000781046

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This book introduces business historians to oral history methodologies and approaches. Using four distinct oral history case studies to explore ideas of disruption and continuity in business history over the second half of the twentieth century, Robert Crawford and Matthew Bailey demonstrate how critical engagement with oral history approaches serves to enhance and enliven business history as well as its relationship with other historical fields. The focus on disruption is used to encompass a broad set of processes such as technological change, the impact of external forces, informal business networks, social constructions of gender, knowledge transfer, firm adaptability and cultural change. The use of oral histories to interpret responses to disruption in the past, and to explore the features characterising business continuity, provides an opportunity to consider the human dimensions, subjective experiences and personal insights of workplace, firm and industry change. It also sheds light on the ways that people and firms respond to disruptive forces through innovation and adaptation – both successfully and unsuccessfully. This succinct and accessible account is essential reading for business historians with little experience in using oral history, as well as those looking to gain deeper insights from their oral history data.

Pop Brands
Pop Brands

Author: Nicholas Carah

Publisher: Peter Lang

Published: 2010

Total Pages: 226

ISBN-13: 9781433105654

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Corporations engage young people and musicians in brand-building activities. These activities unfold in media-dense social spaces. Social networking sites, the user-generated content of web 2.0, live music events, digital cameras and cell phones are all used in constructing valuable brands. This book addresses the integration of popular music culture, corporate branding, and young people's mediated cultural practices. These intersections provide a rich site for examining how young people build brands within spaces and practices that they perceive as meaningful. The book is based on extensive ethnographic empirical research, drawing on participant observation, textual analysis and interviews with young people, musicians, marketers and other participants in the cultural industries. Contemporary theories of marketing and branding are brought together with critical and cultural accounts of mediated social life. The book explores the distinctive concerns and debates of these different perspectives and the lively interface between them.

Luxury and Fashion Marketing
Luxury and Fashion Marketing

Author: Satyendra Singh

Publisher: Routledge

Published: 2020-12-06

Total Pages: 140

ISBN-13: 1351269585

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The globalization of the world’s markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets. As a result, the demand for these luxury products has increased globally, creating a need for an education in luxury that acknowledges the global perspective yet, at the same time, incorporates subtle regional nuances into luxury and fashion marketing. Keeping this global and regional perspective, Luxury and Fashion Marketing: The Global Perspective examines the elements of luxury marketing that contribute to superior luxury brand performance. Specifically, this volume focuses on mission statements, logos, airport retailing, franchising, challenges in luxury marketing, fashion relating to politics, environment, and beachwear, and case studies on luxury brands and emerging markets. Luxury and Fashion Marketing: The Global Perspective is unique in that it is written in a simple and engaging style to explain the theories and concepts of luxury in relation to the ordinary in the global context. Each chapter has to-do activities, making the book essential reading for students, trainers, and practitioners interested in luxury and fashion marketing and management.

Brand Management in a Co-Creation Perspective
Brand Management in a Co-Creation Perspective

Author: Heidi Hansen

Publisher: Routledge

Published: 2021-07-20

Total Pages: 296

ISBN-13: 1000410617

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This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature. The author outlines the evolution of corporate branding theory that has developed from an identity approach rooted in signalling theory to an understanding of brands as co-created by multiple stakeholders. She then develops and elaborates the latter approach by formulating and explicating the CCB approach, within which a brand is conceptualized as a discursive brand space grounded in a performative and interactional ontology. Brand discourses are produced in a number of conversational spaces inhabited by both human and non-human actors. Seeing that non-human actors have agency, hybrid agency and ventriloquism are key notions in the CCB approach, and the role of the brand manager is to function as a practical author. The CCB approach is explicated and sustained by five chapters that each elaborate on a certain aspect of CCB and demonstrate the theoretical points in a number of analyses (the process of brand creation, the set-up of conversational spaces, the role of materiality and macro-actors, frame games, and the brand manager as a practical author). The data in the analyses originates from a case that is used throughout the book. Written for scholars and university students within the field of branding and organizational communication, this book represents an area of developing interest within the field of marketing.