Language : English
Published : 2014-02-13
Pages : 432
Advertising and Integrated Brand Promotion (with CourseMate with Ad Age Printed Access Card) 7th Edition
Place yourself in the midst of today’s fast-paced exhilarating world of advertising with O’Guinn/Allen/Semenik/Close’s ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E. This powerful and practical cutting-edge text draws from the authors’ vast experiences in the boardroom and classroom to give you intriguing insights into advertising in the real world. With ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E you’ll see how good advertising is the result of hard work and careful planning. The comprehensive online companion to the printed text provides integrated discussion of video and other medium heretofore unavailable to be illustrated in traditional print delivery. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with real-world applications. The book’s integrated learning experience gives you hands-on practice putting chapter concepts into action. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before. Today’s most contemporary ads and exhibits combine with coverage of the latest practices and industry developments, including social media, design thinking, and an emphasis on globalization. The book’s focus on real advertising practice is reflected in the book’s contents that follows the same process as an advertising agency. Trust ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E to equip you with the tools, knowledge, and practice to get results in advertising and business today.
About the Author
Angeline Close Scheinbaum teaches in the Department of Advertising and Public Relations in the College of Communication at the University of Texas at Austin. Her main research interest is in the area of event marketing–namely, how consumers’ experiences at sponsored events influence attitudes and consumer behavior. Her research explains how to engage consumers with events, how to uncover drivers of effective event sponsorships, how entertainment impacts affect toward events/purchase intention toward sponsors, what the role of sponsor-event congruity is, and why consumers may resist events. Professor Close Scheinbaum also researches consumers’ experiences with electronic marketplaces-online experiences and how they interplay with on-ground events. She has contributed over a dozen peer-reviewed research publications and book chapters. They have appeared in the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research, and Journal of Business Research, among others. This research has been featured on CBS and in the New York Times, the Los Angeles Times, New Scientist, the St. Petersburg Times, and the Las Vegas Review-Journal. Close Scheinbaum also brings experience as a marketing research consultant, and she has contributed research projects for Hallmark, Coca-Cola, Dodge, Ford, Cingular, New Media Institute, Harvey’s Grocery, United Community Bank, AT&T, Fashion Show Mall, Suzuki, Tour de GA, Road Atlanta, Red Rock Country Club, Lexus, and Shell. Prior to joining the University of Texas, she served the University of Nevada, Las Vegas’s business faculty for five years. Prior to that, she studied advertising and marketing at the University of Georgia’s Grady College of Journalism & Mass Communication and the Terry College of Business. Close Scheinbaum also has gained global experience while studying abroad in Madrid, Spain, and Avignon, France. Chris Allen is the Arthur Beerman Professor of Marketing at the University of Cincinnati. He has also held faculty positions at Northwestern University and the University of Massachusetts at Amherst. His research has investigated the influence of affect and emotion in decision-making and persuasive communication. Other published work has examined consumption issues in diverse domains such as determinants of household spending, motives for blood donation, fostering energy conservation, and the effects of news reporting on consumers’ attitudes. It has appeared in numerous journals and compilations, including JCR, JMR, JM, JPP&M, JBR, Journalism Quarterly, Journal of Advertising, Harvard Business Review, Advances in Nonprofit Marketing, and Handbook of Consumer Psychology. Chris has served on the editorial review boards for JCR, JCP, JM and JA, and has been a frequent reviewer for programs such as the Ferber Award, and the AMA/Howard, ACR/Sheth, and MSI Dissertation Competitions. He has also served as program administrator for P&G’s Marketing Innovation Research Fund–a funding source for dissertation research. He received his Ph.D. in Marketing and Consumer Psychology from Ohio State. Richard J. Semenik is Professor of Marketing and former Dean of the College of Business at Montana State University-Bozeman, as well as founder and Executive Director of the College’s Center for Entrepreneurship for the New West. Before coming to Montana State, Rich served as head of the Marketing Department at the Eccles School of Business at the University of Utah and Associate Dean for Research. He also has co-founded two companies. With expertise in marketing strategy, advertising, and branding, he has given numerous speeches and seminars across the United States, as well as in Ireland, Italy, the Netherlands, Finland, Mexico, Germany, France, Belgium, and Scotland. He also has been a visiting research scholar at the Vrije Universiteit in Amsterdam, the Netherlands, and a visiting scholar at Anahuac Universidad in Mexico City, Mexico. His research has appeared in the Journal of Advertising, Journal of Consumer Research, and Journal of International Advertising, as well as the proceedings of the American Marketing Association and Association for Consumer Research conferences. He has consulted with major corporations, advertising agencies, and early stage start-up companies including IBM, Premier Resorts International, SFX Entertainment, the Van Gogh Museum (Netherlands), American Investment Bank, Printingforless.com, InfoGears, Scientific Materials, and LigoCyte Pharmaceuticals. Professor Semenik also served on the National Board of Directors of the American Advertising Museum and the Industry Relations Board of the American Academy of Advertising. He received his undergraduate degree from the University of Michigan, an MBA from Michigan State University, and a Ph.D. from The Ohio State University. Thomas C. O’Guinn is Professor of Marketing at The University Of Wisconsin-Madison. He is also Research Fellow in the Center for Brand and Product Management, also at U.W.-Madison. Thomas has published widely. He has served on many editorial and advisory boards, and his research has won several awards. He has assisted several major marketers with their advertising and marketing. He is currently involved with UW-Madison’s Design for Business Thinking initiative. He has never owned a mini-van.
Marketing Research 3rd Asia Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combing a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model which is reinforced throughout the text. Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques such as grounded theory, ethnography, phenomenology, automated interviewing, text, data mining and the increasing use of online panels. For analysing data, the text covers both SPSS and EXCEL outputs. Finally, each stage of research reporting is explained, as well as a range of presentation methodologies. This text is indispensible for students studying marketing research in any business or marketing course.
Using an integrated strategic management process to explain what organisations should do to increase strategic competitiveness and achieve higher performance, the 5th Asia Pacific edition of Strategic Management: Competitiveness and Globalisation continues to provide a systematic skill-building coverage of strategy. With an emphasis on global advantage, the text offers a comprehensive examination of regional and international issues to provide a complete, accurate and up-to-date explanation of the strategic management process. New coverage on environmental concerns and emerging technologies as well as examples and cases from Australia, New Zealand and Asia-Pacific serve to engage students while updated international content demonstrates how strategic management is used in the global economy. This text is appropriate for Upper level undergrad, usually third year; post grad in Masters courses.
Dowling et al is a rare instance of a textbook that has developed alongside the field – helping to shape what it is today – and remains the market leading IHRM textbook worldwide. The international author team have ensured this edition is even more international than its predecessors, whilst also remaining close to curriculum developments. New edition changes include a streamlined chapter structure and a new chapter on the cultural context of IHRM. The focus on expatriates has been balanced with a stronger global management emphasis throughout. The content also reflects the current economic climate, including greater coverage of turbulence for IHRM and issues of employee separation. There is also expanded coverage of business ethics, outsourcing, emerging markets and small medium enterprises. In addition the new edition includes a wealth of case study material and class discussion material. A fully tailored CourseMate and Instructor’s website will also be available to adopters. MARKET: Dowling et al is a core textbook for “International HRM” modules (IHRM) as taught at intermediate and postgraduate levels on all HRM programmes and the majority of broad-based business programmes. It is also used on some “International Management” modules. This textbook is autopackaged with CourseMate. CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook and the textbook-specific website. CourseMate includes an integrated eBook and interactive teaching and learning tools including quizzes, flashcards, videos, and more and an EngagementTracker, a first-of-its-kind tool that monitors student engagement in the course.
About the Author
Peter J. Dowling (Ph.D, The Flinders University of South Australia) is a Professor of Human Resource Management at La Trobe University. He has co-authored a number of books and has written or co-authored over seventy journal articles and book chapters. He serves on the editorial boards of International Journal of Human Resource Management, Journal of World Business, Management International Review, Journal of International Management, Thunderbird International Business Review, Asia Pacific Journal of Human Resources, Journal of Management & Organization and ZfPGerman Journal of Human Resource Research. Peter is President of the International Federation of Scholarly Associations of Management (IFSAM), a Vice-President of the Australia & New Zealand International Business Academy, a Life Fellow of the Australian Human Resources Institute and a Senior Research Affiliate of the Center for Advanced Human Resource Studies at Cornell University. Former roles include past National Vice-President of the Australian Human Resources Institute and editor of Asia Pacific Journal of Human Resources (1987-1996). Marion Festing is Professor of Human Resource Management and Intercultural Leadership at ESCP-EAP European School of Management in Berlin, Germany. Her previous appointments include the University of Paderborn, Germany, and she has gained educational, research and work experience in France, Australia, Tunisia, Taiwan, and the U.S. Dr. Festing’s current research interests focus on transnational HRM strategies, global careers, and global compensation. Her publications include a book on strategic international human resource management (Strategisches Internationales Personalmanagement, 2e) and a co-authored text on international human resource management (Internationales Personalmanagement, 2e). In addition, she has written or co-authored more than 50 book chapters and journal articles, as well as published in such international journals as Management International Review, Economic and Industrial Demography, European Management Journal, and International Journal of Globalisation and Small Business. Dr. Festing serves on the editorial boards of Career Development International, Journal of Management & Organization, International Journal of Globalisation and Small Business, ZFP-German Journal of Human Resource Research, and Zeitschrift Fur Management. In 2006, Dr. Festing served as co-chair of the IHRM track at the IFSAM conference in Berlin. She received her Ph.D. from the University of Paderborn. Allen D. Engle, Sr. is a professor of management in the College of Business and Technology at Eastern Kentucky University, where he has taught courses in management, human resource administration, organizational behavior, organizational theory, and international management. He also has been a visiting lecturer at the FHS – Hochschule Fur Technik, Wirtschaft und Soziale Arbeit, St. Gallen in Switzerland, and a visiting professor of international management at the University of Pecs in Hungary. Dr. Engle is a national and regional professional member of World at Work (formerly the American Compensation Association) and the Society for Human Resource Management, as well as a longtime member of the U.S. Academy of Management. His research interests are in the topic areas of compensation theory and practices, leadership and organizational change, job analysis, managerial competencies, and organizational design — particularly their impact on multinational firms. Published in regional, national, and international academic journals, Dr. Engle has presented academic papers at conferences in the U.S., Australia, Canada, Estonia, Germany, Hungary, Ireland, Slovenia, Spain, and the United Kingdom. He also has consulted for regional firms and presented professional seminars in the areas of performance appraisal systems, executive team building, strategically responsive compensation systems, intercultural management issues and organizational change. He received his D.B.A. from the University of Kentucky.
Bringing a sharp awareness of the turbulence of global business and change, Thompson, Scott and Martin present a comprehensive introduction to modern strategy. Secure your understanding of tomorrow’s business world using this established yet forward-looking textbook and its host of dynamic learning features.
About the Author
Frank Martin is a Senior Teaching Fellow in Entrepreneurship in the Business & Organisation Division at the University of Stirling. He is also a Senior Honorary Research Fellow John L Thompson is Professor of Strategic Management at the University of Huddersfield, UK.