автор: Don E. Schultz

Corporate communications are now hugely important in the success of companies and organisations. Using cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil & Bri …

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text …

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text …

How can a company effectively communicate its message to customers and prospects all over the world? How can it ensure that its branding messages "travel"? Designed to help executives posit …

Strategies for binding customers to an organization—by determining the information they want and giving it to them In 1993, Don Schultz showed marketers how to coordinate their organizations’ entire …

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely glob …

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely glob …

This core adoptable textbook provides a comprehensive treatment of branding in Asia, focusing on a wide range of key Asian countries including China, India, Japan, South Korea and members of ASEAN. T …

The era of "big data" has revolutionized many industries-including advertising. This is a valuable resource that supplies current, authoritative, and inspiring information about-and example …

The era of "big data" has revolutionized many industries-including advertising. This is a valuable resource that supplies current, authoritative, and inspiring information about-and example …