Kellogg on Advertising and Media: The Kellogg School of Management

Bobby J. Calder, editor

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Langue : anglais

Edité par Wiley, 2008

0470119861 / 9780470119860

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Synopsis: In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate. From the Back Cover: Kellogg on Advertising & Media Marketing faces serious and disruptive changes, including the loss of mass audiences, the decline of broadcast television advertising, and the increased role of online advertising. But the changing world of advertising and media is also full of exciting new ways to reach consumers. Based on the latest research and contributions from world-renowned Kellogg marketing professors, plus insights from leading executives, Kellogg on Advertising and Media explains how marketers can effectively advertise in the new reality. You'll hear from star faculty and industry-leading practitioners including: Bobby Calder and Edward Malthouse on the impact of brand and media engagement Claudio Marcus (Visible World) on digital technology and customized advertising Michael Schreiber (NBC Universal) on interactive television and the future of TV advertising James Webster on new trends in audience measurement Scott Berg (Hewlett-Packard) on advertising in the new media world Angela Lee on advertising strategy and the unconscious mind Julie Roehm, formerly of Wal-Mart, on marketing innovation and organizational change Richard Kolsky and Bobby Calder on integrating advertising and media content Clarke Caywood on the future of public relations James Newcomb (Boeing) on linking sales to marketing in B-to-B companies Michelle Roehm and Alice Tybout on crisis management and damage control Daniel Diermeier on company reputation and monitoring the media Charles Spinosa, David LeBrocquy (Vision Consulting), and Bobby Calder on using employee communication with customers to support an advertising strategy "About this title" may belong to another edition of this title. …

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Titre
Kellogg on Advertising and Media: The Kellogg School of Management
Auteur
Bobby J. Calder, editor
Éditeur
Wiley
Année de publication
2008
État de l'article
New
Jaquette
New
Reliure
Hardcover
Langue
anglais
ISBN à 10 chiffres
0470119861
ISBN à 13 chiffres
9780470119860
Édition
1st Edition

El Gato de Papel

MOUNTAINSIDE, NJ, Etats-Unis

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Vendeur AbeBooks depuis 29 janvier 2021

Frais d'expédition à l'intérieur de ce pays : Etats-Unis

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