"A witty and frank look at the ad biz from one of its most respected voices Advertising has become an endless stream of clich?s, cheesy productions, miscast celebrities, and gratuitous sex - and take-no-prisoners Advertising Age columnist Bob Garfield has had enough...

What better way to impress potential employers in the field of advertising than to sell yourself with a polished, professional resume? Whether you're just out of school and new to the game or a seasoned veteran ready for a change, Resumes for Advertising Careers has ...

This book reveals the Secrets to Service Success by analyzing four service companies that grew from small beginnings to the leaders in their industries. Interviews with the four CEOs who guided the companies to their success reveal the three basic principles they all...

Examines the nature of competitive marketing strategy and points to the need to adopt new marketing practices in order to meet the demands of business opportunities in the twenty-first century. The subjects covered include marketing strategy; the customer in the mark...

A groundbreaking paradigm that takes a scientific approach to marketing practice Top executives at the renowned Zyman Marketing Group introduce a revolutionary new method for marketing managers— Enterprise Marketing Management (EMM). EMM systematically lin...

A fresh and innovative framework for the management of marketing communication processes focusing on a planned, integrated marketing communication programme.

PR guru Steve Cody and sales consultant Richard Harte team up to bring readers a revolutionary methodology for discovering what customers really need and using that knowledge to build stronger, more profitable relationships with them. The evolutionary next step in th...

This is a fascinating analysis of the challenging marketing concept of the decade - relationship marketing. In a five-year 'fly on the wall' case study Aino Halinen explored the relationship between a Helsinki advertising agency and its international client. Using ex...

Covering all retail operations which revolve around the procurement of products, from stock level management, through allocationof outlet space for products, to the placement of products within the retail environment, this book is essential reading for anyone studyin...

This accessible satellite textbook is unique in offering students hands-on practical experience of textual analysis focused on Advertising. It includes activities, sample texts, commentaries and further activity suggestions.

If you specialize in complex sales, the business-to-business transactions that involve multiple decisions made by multiple people from multiple perspectives, this is the book for you! It presents The Prime Process—a diagnostic, customer-centered approach that c...

In Casting for Big Ideas, Andrew Jaffe, industry veteran and Director of the Clio Awards, details important lessons on the management and growth of advertising agencies. He shows how the forty-year-old agency business model is breaking down because the work is becomi...

Advertising Age is the world's most widely read resource for advertising industry news, information, and analysis. McGraw-Hill's new Advertising Age series represents an exciting partnership that will--like the magazine itself--provide professionals with vital and us...

Bringing together contributions from leading writers in the field of service marketing and management, this book represents a much-needed source of current research and conceptual development in internal marketing. Key themes and issues explored include: * the soc...

In The WetFeet Insider Guide to Careers in Advertising and Public Relations, you will learn: How new ad and PR campaigns are developed How an agency wins new business What forces are currently driving the Advertising and PR industries Which are the top agen...

"At last, the secrets of the real sales wizards are revealed in this inspirational book. Here are 100 failsafe tips, techniques and ideas for driving your sales up and up and smashing your targets. The ideas are drawn from sales masters from a variety of backgrounds ...

Today, the pressure to demonstrate Marketing ROI has never been greater, and many companies are taking a more scientific approach to marketing, and treating it as a true business discipline. This means applying more rigor to capturing, analyzing and manipulating ...

Authored by a well-known figure in the field. * Overview chapters explore topics such as electronic marketing strategies, funding, budgeting, promotion, and advertising. * Individual chapters address the differences involved in marketing different types of events. ...

An exclusive look at one of the world's most successful and controversial companies, and the mysterious family behind it. BMW is arguably the most admired carmaker in the world. It's financial performance is the envy of its competitors, and BMW products inspire near-...

The unique ability of rock and roll to inspire fanatical support from its customers is undeniable; the loyalty showered upon the Rolling Stones, Elton John, Aerosmith, and others who create it, unmatched; and the lessons for corporate America, endless. In the past, b...