Consumer Traits, Self-Regulation, and Marketing Ethics
Compulsive Buying: Consumer Traits, Self-Regulation and Marketing Ethics presents an integrative discourse on compulsive buying, focusing on the perspective of the customer and on marketing activities which promote excessive consumption.
Harnessing the Power of Conversational AI to Drive Customer Engagement
Voice Marketing is filled with real-world examples and behind-the-scenes stories, grounded in research-based theory and clear-eyed practice on how to use conversational AI. The ideas are immediately implementable, so marketers can get the most out of voice right from the start.
This comprehensive introduction to the creative processes and strategies for effective IMC covers marketing plans; branding/positioning; creative briefs; and copywriting, design, and other considerations for major media formats. The fourth edition includes new case studies and increased discussion of digital and social media opportunities.
This comprehensive introduction to the creative processes and strategies for effective IMC covers marketing plans; branding/positioning; creative briefs; and copywriting, design, and other considerations for major media formats. The fourth edition includes new case studies and increased discussion of digital and social media opportunities.
This book uses an integrated marketing communication perspective to examine the brand of the celebrity as it is brought into the American political system, primarily in the form of celebrity endorsements.
Marketing Practices and Messages in the Age of Aging
While adults 65 and older control 70% of disposable income in the U.S., most marketing campaigns devote under 10% of their budgets to seniors. Engaging students in strategies and practices for this age of longevity, this text features professional interviews, theory-based research, and practical exercises to supplement any strategic comm course.
Integrated Marketing Communication for the Digital Media Landscape
This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in an integrated advertising, PR, strategic marketing communications campaign that leverages the power of story within the reality of today's digital first media landscape.
Marketing Practices and Messages in the Age of Aging
While adults 65 and older control 70% of disposable income in the U.S., most marketing campaigns devote under 10% of their budgets to seniors. Engaging students in strategies and practices for this age of longevity, this text features professional interviews, theory-based research, and practical exercises to supplement any strategic comm course.
Integrated Marketing Communication for the Digital Media Landscape
This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in an integrated advertising, PR, strategic marketing communications campaign that leverages the power of story within the reality of todays digital first media landscape.
