Ebook: Advertising and Promotion

EBOOK: Principles and Practice of Marketing, 9e

Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, this fully updated Sixth Edition features digital marketing integrated throughout the chapters as well as a dedicate chapter on marketing planning and strategy. Discover: How marketing adds value to customers and organizations How innovative brand positioning drives commercial success How new digital marketing communication techniques are being used by companies to drive their brand awareness and engagement, as well as customer retention and conversion levels How marketing planning and strategy gives direction to an organization’s marketing effort and co-ordinates its activities. Key features: Marketing Spotlights showcase the marketing innovations of brands including Adidas, Crayola, Samsung and KFC. Marketing in Action boxes offer varied examples of real companies’ campaigns in the UK, Scandinavia, The Netherlands and internationally. Critical Marketing Perspective boxes encourage critical thinking of ethical debates to stimulate student discussion about socially responsible practice and encourage critical analysis of these issues. 12 brand new end of chapter Case Studies including Fjallraven, Primark, Uber and BrewDog give in-depth analysis of companies’ marketing strategies, with dedicated questions to provoke student enquiry. Marketing Showcase videos feature interviews with business leaders and marketing professionals, offering insights into how different organisations have successfully harnessed the elements of the marketing mix.

EBOOK: Principles and Practices of Marketing 10/e

EBOOK: Principles and Practice of Marketing

"In this superb account of how the British and American news mediarepresent everyday citizens and public opinion, the authors show howcoverage of politics and policy debates subtly - even inadvertently - urgepeople to see themselves as and thus to be politically passive,disengaged and cynical. The book's analysis of how journalistsmisrepresent, even invent, public opinion is alone worth the price ofadmission. Written with great verve, passion and unswerving clarity,Citizens or Consumers? promises to become an instant classic in the studyof the failings--and the still untapped promise--of the news media tofurther democracy." Susan J. Douglas, Catherine Neafie Kellogg Professor and Chair,Department of Communication Studies, The University of Michigan "Based on an exhaustive cross-Atlantic empirical study, Citizens or Consumers? is an engaging and incisive contribution to a subject usually restricted to clichés and vague generalizations. Looking not only at how media impact upon their audiences, but the manner in which that influence is mediated by the way in which citizenship itself is represented in news stories, Lewis et. al. offer us unusual and keen insight into a familiar world. Written in an engaging and lively style, first year students and experienced faculty members (as well as general readers) will benefit from its many perceptive insights. Especially useful are the last few pages which suggest how journalists might alter their representation practices to invoke citizenship rather than passive consumerism." Sut JhallyProfessor of Communication, University of Massachusetts at AmherstFounder & Executive Director, Media Education Foundation "The two great duelists for our attention - citizens and consumers - are locked in a struggle for the future of democracy. Citizens or Consumers? offers its readers a sharp lesson in how the media highlight and distort that struggle. It's the kind of lesson we all need." Toby Miller, author of Cultural Citizenship. In recent years there has been much concern about the general decline in civic participation in both Britain and the United States - especially among young people. At the same time we have seen declining budgets for serious domestic and international news and current affairs amidst widespread accusations of a “dumbing down” in the coverage of public affairs. This book enters the debate by asking whether the news media have played a role in producing a passive citizenry. And, if so, what might be done about it? Based on the largest study of the media coverage of public opinion and citizenship in Britain and the United States, this book argues that while most of us learn about politics and public affairs from the news media, we rarely see or read about examples of an active, engaged citizenry. Key reading for students in media and cultural studies, politics and journalism studies.

EBOOK: Retail Marketing

EBOOK: Marketing: The Core

EBOOK: Introduction to Mass Communication: Media Literacy and Culture

What do we mean by ‘visual evidence’? How should we interpret visual texts, and what can they tell us? Why is ‘visual literacy’ so important and what benefits does it offer? Visual evidence encompasses a diverse range of media, from painting, cartoons and photography, to film, television and documentary. The central argument of this book is that visual evidence is a key to understanding both history and the present day and should not be relegated to a supporting role as merely illustrating the written word. The book shows students, scholars and researchers how to read the visual media to elicit meaning. As primary sources, visual texts can be studied not only for what is directly depicted in the painting or film but also for what it tells us about the people, cultures and societies that made them. Each chapter features fascinating case studies and examples which situate theory in real life. A major appeal of the book is the wealth of illustrations and photographs of visual texts which are included throughout. The authors make detailed reference to these examples to illustrate the theory surrounding visual evidence. An intriguing case study of an unknown girl’s photo album is just one of many examples offered, showing how we can analyze and learn from the visual text. This comprehensive and insightful edited collection brings together international media and cultural theorists, historians and art historians to demonstrate the value of visual evidence not only to media and cultural studies, but also to history, the general humanities and the social sciences.