Book Description
The most exciting, practitioner-based introduction available to the field of advertising. Exceptionally real-world in focus—with examples, issues, and applications interlaced throughout—this best-selling introduction to both the theory and practice of advertising provides important insights into how advertising is done, who does it, and the critical questions that must be resolved. It provides a focus on what principles and practices make advertising effective—and the volume's rich and extensive support package make the teaching/learning process not only exciting, but more effective as well. The volume examines advertising foundations, environment, background, planning, and strategy, advertising media, creating advertising and marketing communication elements. For those interested in effective advertising.
Customer Reviews:
Nice.......2002-07-13
I got this book within two days, exactly when I needed it. It arrived on time and in good packaging. I would like to thank el felix for sending the book. I am anxious to use it.
easy guide for advertising students........1998-10-17
Every step expains the advertising basic component. It can help you understand the advertising.
Book Description
Voice of the Expert! MARKETING PRINCIPLES AND BEST PRACTICES, 3rd Edition combines the expertise of the best teachers and most accomplished scholars in marketing. These experts have collaborated in writing a leading-edge, contemporary principles of marketing textbook. Each chapter explains and illustrates the best practices from every facet of marketing and is written by an authority in that field.
Product Description
By 2010, 30 percent of the U.S. population will be over age 50. Even today, the over-50 segment has $750 billion in spending power and controls a majority of the nation's assets. The generation's front-runners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. This essential marketing guide presents stimulating chapters that will show you:
-- Critical "bipolar metavalues" that influence the buying behavior of Leading-Edge Baby Boomers.
-- Select the right advertising media to achieve your marketing goals
-- LOHAS: a new lifestyle segment that's changing everything
-- How to plan and organize "bandwagon" Boomer events and promotions
-- Exceptional opportunities for reaching Boomers through the Internet.
Customer Reviews:
When the .......2007-03-27
By now most of us are well-versed in the statistical relevance of the baby boomer generation--including its size, wealth, and extraordinary influence on world events. In response, there have been no shortage of books studying every aspect of baby boomers and how to optimally market to them. However, most of these books fall short on explaining the values that define the boomer generation and how they distinguish them from other generations.
While Green's book is perhaps best used by the relatively small group of individuals who work in marketing departments, it is relevant to individuals considering setting out in new careers. A big part of launching a new business or transitioning careers is picking the right industry to move into ("all boats rise in a rising tide"). Even for those not in marketing nor contemplating a career change will find Green's book interesting if nothing else other than to better understand the world around us.
Of course the danger in talking about an entire generation is the necessary stereotyping that comes from aggregating otherwise individuals. Green has split baby boomers into two roughly equal groups, those born 1946 to 1955 (the "Leading-Edge Boomers") and those born 1956-1964 (the "Late Boomers"). Green focuses on the Leading-Edge Boomers but much is learned about both groups.
The book jacket promises to deliver:
"...all of the insights and strategies you need to achieve extraordinary business success as you determine what uniquely motivates Boomers and how to communicate with them in meaningful and mutually beneficial ways."
...and the book largely delivers on that promise. Green's anecdotes serve to support the points he makings and not as the foundation of them.
On a more personal note, I was interested in applying the book to LifeTwo and specifically in the way that we address the Leading-Edge Baby Boomer market. The section of "Baby Boomers at Midlife" seemed written for us. One of the attributes of midlife is an evaluation of one's life so far.
"Careers in crisis, mid-life economic shortcomings, unsatisfying marriages, waning physical prowess, and widespread boredom can foster musing daydreams about Vietnam protest marches, backpacking sojourns to Europe, bare-butt swimming parties, LSD mind trips, first love affairs, unfettered road trips, and Woodstock."
In other words, when hitting the midpoint of life, it's normal to reminisce. But when you were a member of the Sixties Generation, you might find yourselves remembering the idolized expectations that there held at that time for for a vastly improved world. Sadly and expectedly, most people's lives (not to mention society as a whole) ended up far short of the dreams of the Age of Aquarius. Adding political alienation and disenchantment to an otherwise troubling midlife transition and the result can easily be "restless stirring, the renaissance of experimentation, value conflicts, erratic behavior, role playing, depressive moods, grief reactions, and profound anxiety states."
That is not to say that the process is all negative. A reawakening (a "coming of age") can be a "harbinger of a more satisfying future." In Green's words:
Once again, it means honoring the nobler ideals of world peace, economic equality, egalitarian civil rights, human potential, and spiritual enlightenment. It means sharing a new, perhaps revitalized generational zeitgeist--that tenacious obsession with the perfectibility of the human condition. The stuff of truth."
[...].
Strategic and tactical insights from a practitioner.......2006-07-18
I am a student of nonfiction books about baby boomers. Although I'm a member of so-called Generation X, my job demands that I stay on top of evolving thought leadership about boomers. Further, my two older siblings are boomers. In reviewing the reviews for boomer-focused books on Amazon, I've noticed something. The one-star critics of these books tend to be glib, lack depth in their analyses, and dismiss the books, not so much because of content, but because the books are usually sympathetic to the generation or perhaps more liberal ideologies. Let's face it: some people are furious at boomers. Their anger shows. To the contrary, Green's book is one of the best I've read on marketing to this generation, and one of my brothers -- also in marketing -- agrees. It's not just because Green offers a wealth of strategic and tactical insights, especially for those new to this market, but also because he adds texture with actual case studies and historical anecdotes. It's clear that this marketer and author knows what he's writing about as a practitioner, not just a pundit or academic. He informs and educates, but yet he tells stories that illuminate. Further, I also read his first edition, and he was ahead of the explosion of interest around boomers by at least two or three years -- light years in the marketing world.
A Sociological and Business Breakthrough.......2006-07-18
This author has truly captured the essence of the values that distinguish boomers from other generations. What sets this book apart -- and makes it an important choice for companies and advertising agencies interested in the boomer market -- is Green's ability to articulate how boomer values and shared life experiences can be addressed through powerful cohort marketing communication campaigns. The book has several interesting hallmarks, including concise chapters that deal thematically with boomer values, case studies that reveal how these insights can be developed into effective marketing campaigns and a short story that adds artistic and evocative texture to the left-brain thinking driving most marketing campaigns. Because of his stanch defense of boomers, a generation popularly criticized in the media, the author will attract some critics who themselves harbor deep prejudices against boomers. This has been aptly demonstrated by one ascerbic review posted recently, lacking in depth or specificity. It's about time that someone stepped forward with a strident voice in defense of boomers, and particularly their economic and business importance.
Covers all of the insights and strategies necessary .......2005-02-07
The Baby Boom generation is characterized by its clear dominance of the popular culture of yuppie consumerism. Now members of that influential generation are entering their fifties with more disposable income than any previous generation. This new and expanded second edition of Marketing To Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions by marketing creative director, strategist, and copywriter Brent Green covers all of the insights and strategies necessary to successfully sell products and services to this now aging population. Readers will come to understand critical "bipolar metavalues" that influence Boomer buying decisions; learn how to select the right advertising media to achieve marketing goals; realize why and how mature audiences receive advertising messages differently; create advertising and marketing programs that transform a brand into a Boomer favorite; receive instruction on just how to plan and organizing "bandwagon" Boomer events and promotions, explore the opportunities for reaching Boomers through the Internet, and so much more. If you are marketing a product or service to the Baby Boom generation, then you need to give a careful and reflective reading to what Brent Green has to say about selling to the Boomers in today's highly competitive and frequently volatile marketplace.
If Your Competition Reads This and You Don't..........2005-01-28
...you'll never know what hit you.
Reaching Boomers looks easy, but it's not. Marketing executives, both young and experienced, make too many mistakes when trying to sell to Baby Boomers. Do it wrong, and this cash-rich market will totally ignore what you have to say.
In this book, Brent Green shows you how to get their attention and make them reach for their wallets.
Book Description
This fourth edition of the classic text on American political communication uses principles and practices of speech communication to examine election campaigns. Widely used as the only truly comprehensive book written from a campaign perspective, this new edition is distinguished by fresh examples and information from the 1996 presidential campaign, the 1998 congressional campaigns, and early 2000 presidential campaigns. Trent and Friedenberg include up-to-date analysis and discussions of communicative styles and strategies, categories of advertising, advertising campaigns, mass media consumption and research, political debates and public speaking, news conferences and apologias, and the effects and influence of political consultants. Practitioners and students alike will clearly understand the strategic and tactical communication choices candidates and their campaign managers must make in this increasingly important area of American life. A crucial text for courses in political campaign communication, campaigns, persuasion, and mass communication.
Customer Reviews:
Understanding political campaigns.......2002-08-26
This book is an excellent starting place for those people who are interested in politcs and who want to understand how important campaigning is. I read this book for a class at California State University, Fresno. I found it to be very helpful in the class as well as outside the classroom. I highly recommend this book.
Book Description
Viewing political campaigns as communication phenomena, Trent and Friedenberg examine the communication principles and practices central to election campaigns. Political Campaign Communication provides readers with a realistic understanding of the strategic and tactical communication choices candidates and their staffs must make as they wage a political campaign. This edition has been updated to reflect what occurred in the 2000 election cycles, the 2002 election cycle, and the early stages of the 2004 election cycle. Visit our website for sample chapters!
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Global Perspectives on Advertising Self-Regulation: Principles and Practices in Thirty-eight Countries
Jean J. Boddewyn
Manufacturer: Quorum Books
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ASIN: 089930723X |
Book Description
The number of advertisements is steadily increasing around the world as affluence grows and more economies shift to a market system. One way to ensure that these ads are truthful, accurate, and wholesome is to rely on industry self-regulation. Through it, peers set up standards of good advertising practice and enforce them as an essential complement to government regulation. With the global expansion of advertising, the tasks of self-regulation have grown, together with some doubts regarding the industry's willingness and ability to develop and enforce ethical guidelines. This unique global study of the subject explores the spread of this social-control institution through a discussion of its relative strengths and weaknessess, a reporting of several surveys conducted by the author, and thirty-eight country profiles prepared with the assistance of practitioners around the world. The first chapter defines self-regulation, analyzes its pros and cons, relates it to government regulation, investigates its structures and processes, discusses the involvement of non-industry members in its functioning, evaluates its effectiveness, and considers its recent spread around the world in the light of new developments such as the completion of the European Common Market. A second section reports the key findings of surveys conducted by the author for the International Advertising Association in 1986 and 1988-89. The last part offers profiles of advertising self-regulation as practiced in thirty-eight countries--including such leading nations as Canada, France, the United Kingdom, and the United States. An appendix includes samples of key codes as well as various evaluations of the practice of advertising self-regulation around the world.
Book Description
This book analyses recent developments in international sustainable development law (ISDL), a field emerging at the intersection between international economic, environmental, and social law. Hundreds of new bi-lateral, regional, and global treaties have been negotiated in the areas of trade, environment, and development over the past two decades, yet most of them face profound problems in implementation. At the same time, disputes over human rights, environmental protection, and economic development are increasingly common. This book provides a long-awaited coherent approach which can address conflicts and overlaps between international economic, environmental, and social law. It surveys the international law related to sustainable development; discussing proposed principles, offering case studies that examine innovative aspects of key international instruments, and reflecting on future legal research agendas. Part I (Foundations) surveys the origins of the concept of sustainable development, identifying and discussing the foundations of its legal aspects. It also analyses the main results of the World Summit on Sustainable Development in 2002. Part II (Principles) examines the emerging principles of international law related to sustainable development, based on the International Law Association's New Delhi Declaration. Part III (Practices) provides case studies of legal instruments and regimes that integrate economic, social, and environmental aspects, illustrating the challenges and innovative methodologies of recent years. Part IV (Prospects) proposes cutting-edge research agendas in six priority areas of intersection between international social, economic, and environmental law, and examines the new international architecture of sustainable development governance in light of the outcomes of the 2002 World Summit for Sustainable Development. Sustainable Development Law is a guide, resource, and reference for scholars, policy-makers, negotiators, and practitioners, and provides students of social, economic, and environmental law with a coherent introduction to the newly emerging law of international sustainable development.
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Emerging Capital Markets And Globalization: The Latin American Experience (Latin American Development Forum)
Augusto De La Torre , and
Sergio Schmukler
Manufacturer: World Bank Publications
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Giorgio Agamben: Sovereignty and Life
ASIN: 0821365436 |
Book Description
The late Jacques Derrida’s notion of literature is explored in this new study. Starting with Derrida’s self-professed inability to comment on the work of Samuel Beckett, whom Derrida nevertheless considered one of the most interesting and exemplary writers of our time, Asja Szafraniec argues that the shared feature of literary works as Derrida understands them is a double, juridical-economical gesture, and that one aspect of this notion (the juridical) is more hospitable to Beckett’s oeuvre than the other. She then discusses other contemporary philosophical approaches to Beckett, including those of Gilles Deleuze, Stanley Cavell, and Alain Badiou. The book offers an innovative analysis of Derrida’s approach to literature, as well as an overview of current philosophical approaches to contemporary literature, and a number of innovative readings of Beckett’s work.
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Going off the Rails: Global Capital and the Crisis of Legitimacy
John Plender
Manufacturer: Wiley
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Binding: Hardcover
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ASIN: 047085314X |
Book Description
The capitalist model was developed in the 19th century and recent events have shown the difficulties of adapting this to the demands of the 21st century, in which human and social capital are of far greater importance than physical capital. In Going off the Rails, John Plender shows how corporate scandals, inflated boardroom pay, corporate governance disciplines and outmoded accountancy conventions have stretched the Anglo-American model to its limit and what the effects of this might be on globalisation and the capital markets.
Download Description
" In this thought-provoking work, writer and journalist John Plender explores the model of capitalism advocated by English-speaking countries and asks the following pertinent questions: -Why are developing countries financing the world's richest economy, instead of the other way round? -How have the markets come to appear so unstable? -What is causing the erosion of the wealth creation process? and -Is the conventional view of this model actually correct? The capitalist model was developed in the 19th century and recent events have shown the difficulties of adapting this to the demands of the 21st century, in which human and social capital are of far greater importance than physical capital. In Going off the Rails, John Plender shows how corporate scandals, inflated boardroom pay, corporate governance disciplines and outmoded accountancy conventions have stretched the Anglo-American model to its limit and what the effects of this might be on globalisation and the capital markets. "
Average customer rating:
- Provocative, Funny and Cruel
- A brilliant OVERSIGHT - This book paints an incorrect image
- Provides solid understanding the Global Finance system
- those Washington bullets again...
- Edmunds hits right on the money!
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Brave New Wealthy World: Winning the Struggle for Global Prosperity
John C. Edmunds
Manufacturer: Financial Times Prentice Hall
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Binding: Hardcover
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ASIN: 0130381608 |
Download Description
"Brave New Wealthy World demonstrates how today's international financial arrangements arespreading prosperity and well-being more widely than ever before¿and what it'll take to spreadthe wealth to virtually every corner of the Earth.
John C. Edmunds proposes a new symbiotic relationship between rich and poor countries thatoffers powerful benefits to both. He demonstrates why ""first world"" investors will increasinglydepend upon growth in emerging economies to achieve the returns they need and offers a blueprintfor transforming emerging nations' financial systems into powerful drivers of economic growth.
This book cuts through the conventional wisdom and ideologies that hide the true implicationsof globalization¿and reveals a pragmatic path to a hopeful future.
- The middle class grows¿by billions The long-term forecast: prosperity spreading worldwide
- Securitization: unleashing the power of emerging economies Financial assets: the new catalysts of world prosperity
- A new symbiosis between rich and poor Why ""rich"" countries will increasingly depend on investments in emerging economies
- Overcoming the obstacles to investment in emerging economies Proven policies for promoting the investments that supercharge growth
- A tale of three booms Powerful lessons from three recent boom/bust cycles
- Demographics and economic destiny Population trends and their surprising implications
"
Customer Reviews:
Provocative, Funny and Cruel.......2004-01-08
The argument hit me in stages. As I zipped through the stories, I found myself smiling, but then I started thinking more seriously about what this book was saying, and now I think it's cruel and triumphalist. This book may become a tool in the hands of people who want to neglect the poor and feel good about it.
A brilliant OVERSIGHT - This book paints an incorrect image.......2003-11-25
The conclusions drawn by the author are very logical and thorougly researched.
**HOWEVER**
The author's entire line of argument is faulted!
He does not fully take into account the limited resources that the global economic system operates with.
Prosperity, defined as ability to consume desired goods, can NOT be reached at the same level as that in Western countries- because there aren't enough goods to meet the consumption demands of the world's population at that level.
It is very simple.
Provides solid understanding the Global Finance system.......2003-09-23
This book outlines the working of the global financial system in a clear and concise manner. It helped me understand the global financial interconnections and provided a solid understanding of how First World nations view the rest of the world. However, I disagree with the basic principles laid out in this book. Until the wealthy first world stops sucking off the resources of the poorest nations, there will always be strife and war.
those Washington bullets again..........2003-09-23
The U.S. has turned into a financial predator nation - borrowing billions every week from abroad and pissing the money away on imported luxuries, and borrowing more to pay for wars. Foreigners keep shoveling money into the U.S. and anyone who thinks they'll stop or thinks that the whole game will come to a sudden end should read this book. There's more going on than comes out in the newspapers. The really surprising message of this book is that everything could come out well - not only for the 300 million people that own financial assets, but also for the six billion that don't. I slammed this book down on the table a few times but after a few minutes I picked it up again.
Edmunds hits right on the money!.......2003-09-22
People who want to make high returns on their investments and retire rich will find a lot to like here. The poor countries aren't only going to do all the dirty work for the rich countries and make all the cheap manufactured stuff we buy in Wal-Mart. The poor countries are also going to solve our retirement crisis by giving us high rates of return on our savings. This book will make people mad who want the rich countries to quit dictating to the poor countries. People who think free trade does a lot of harm don't know the really ugly side of the story, but they'll get a good look at it if they read this book.
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Global Finance: New Thinking on Regulating Speculative Capital Markets
Walden Bello
Manufacturer: Zed Books
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Binding: Paperback
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Dilemmas of Domination: The Unmaking of the American Empire (American Empire Project)
ASIN: 1856497925 |
Book Description
In this book, leading thinkers confront what is to be done about the clearly unstable world economic system. They examine a raft of different ideas and approaches, including: how do we renew the process of governance of the global economy?; can the IMF be reformed?; do we need a new World Financial Authority?; is there a case for capital controls?; what effective measures are needed to relieve the most deeply indebted countries? These questions are set in the context of understanding what has happened under the aegis of neo-liberalist economic thinking and policy. Fundamental questions are raised about recasting economic institutions and strategies on the basis of democratically controlled, environmentally compatible alternative lines.
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Capital Markets, Globalization, and Economic Development (Innovations in Financial Markets and Institutions)
Manufacturer: Springer
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Binding: Hardcover
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ASIN: 0387245642 |
Book Description
Capital Markets, Globalization, and Economic Development consists of fourteen articles contributed by authors from Australia, Asia, Europe, South America, and the United States who provide a wide range of insights. The contributors include academics, government officials, and regulators. This book examines some of the capital market issues that economies face as they mature. These include, but are not limited to, credit ratings, financial regulation, infrastructure privatization and other timely topics.
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Financial Globalization and Democracy in Emerging Markets (International Political Economy)
Manufacturer: Palgrave Macmillan
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ASIN: 0333730909 |
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When Mexico's peso crisis occurred in December 1994, all of Latin America experienced the "tequila effect." In January 1998, after seven months of financial turmoil in East Asia, Alan Greenspan, the normally reticent Chairman of the US Federal Reserve Bank, noted that such "vicious cycles....may, in fact, be a defining characteristic of the new high-tech international financial system." Financial Globalization and Democracy in Emerging Markets examines the impact of the new, highly liquid, portfolio capital flows on governments, opposition politicians, business, and labor in such emerging market countries as Mexico, Brazil, Russia, India, Vietnam, Thailand, and Indonesia.
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Financial Globalization and the Emerging Market Economy (Routledge Studies in the Modern World Economy, 45)
Dilip K. Das
Manufacturer: Routledge
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Binding: Hardcover
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ASIN: 0415328764 |
Book Description
The whirlwind of financial globalization has descended upon emerging market economies and rapid change has brought both benefits and problems upon a dynamic group of nations.
This book examines the impact of ever increasing financial globalization on emerging market economies, both in the former communist countries of Eastern Europe and the developing world in general. This impressive volume covers themes and issues such as: Global Capital flows and financial liberalization, global financial architecture and financial and macroeconomic instability.
This book will be of interest to students and academics in many areas including international economics, international finance and international political economy. It will also provide a useful source of information for those who work in the financial industry at large.
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Global Markets and the Developing Economy (International Finance and Development Series)
Edmund V.K. FitzGerald
Manufacturer: Palgrave Macmillan
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ASIN: 1403915385 |
Book Description
E.V.K. FitzGerald takes a fresh approach to the macroeconomics of developing countries, based on the influence of global markets on domestic savings, private investment, firm behaviors, employment levels and income distribution. He suggests that a Keynesian approach is still relevant today when reformulated to reflect open economies, heterogeneous firms, poverty reduction objectives and volatile financial markets. The study concludes with clear recommendations as to how global capital markets might be reconstructed in order to better support economic development.
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Private Capital Flows in the Age of Globalization: The Aftermath of the Asian Crisis (Edward Elgar Monographs)
Manufacturer: Edward Elgar Publishing
ProductGroup: Book
Binding: Hardcover
Economic Conditions
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Finance
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General
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Economic Conditions
| International
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General
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General
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ASIN: 1840642149 |
Books:
- Al Jazeera: How the Free Arab News Network Scooped the World and Changed the Middle East
- All I Really Need to Know I Learned from Watching Star Trek
- BattleBots(R): The Official Guide
- Berlin Calling: American Broadcasters in Service to the Third Reich
- Bite Me!: Sarah Michelle Gellar and Buffy the Vampire Slayer
- Broadcast News Handbook: Writing, Reporting, and Producing
- Broadcast News Handbook: Writing, Reporting, and Producing
- Casino Gambling : A Winner's Guide to Blackjack, Craps, Roulette, Baccarat, and Casino Poker
- Cisco BSCI Exam Cram 2 (Exam Cram 642-801)
- CONFESSIONS OF A DANGEROUS MIND
Books Index
Books Home
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- Famine and Food Security in Ethiopia: Lessons for Africa
- Existential Psychotherapy
- History: Fiction or Science
- Limpieza de sangre
- Living Outside Inside
- Cocktails In Tahiti
- Retinoids In Normal Development And Teratogenesis
Selling Today: Creating Customer Value (10th Edition)
Public Relations: Strategies and Tactics (8th Edition)
Retail Management: A Strategic Approach
Consumer Behavior (9th Edition)
Practice of Public Relations, The (10th Edition)
