Online marketing / Social media marketing Books
Hay House Business Traffic Secrets
Book Synopsis
£16.19
Kensington Publishing Influencer
Book SynopsisEvery one of your favorite influencers started with zero followers and had to make a lot of mistakes to get where they are today--earning more money each year than their parents made in the last decade. But to become a top creator, you need to understandthe strategies behind the Insta-ready lifestyle . . . As nightlife blogger, then social media strategist, and now Senior Director of Influencer Strategy and Talent Partnerships at Hearst Magazines Digital Media, Brittany Hennessy has seen the role of influencers evolve and expand into something that few could have imagined when social media first emerged. She has unrivaled insight into where the branded content industry was, where it is, and where it''s going.
£13.56
Hay House Business Launch Updated Expanded Edition
Book Synopsis
£15.29
Morgan James Publishing llc Owning Game-Changing Subcategories: Uncommon
Book SynopsisOwning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital. Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with traditional use of advertising or events. Growth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with “my brand is better than your brand” marketing. Owning Game-Changing Subcategories explores the only ways to grow a business (with rare exceptions) which is to: develop new “must haves” that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base; become the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and create barriers to competitors that could include “must-have” associations and a basis of relationships that go beyond functional benefits.
£12.34
HarperCollins Publishers Inc Crush It Why NOW Is the Time to Cash In on Your
Book SynopsisDo you have a hobby you wish you could indulge in all day? An obsession that keeps you up at night? Now is the perfect time to take that passion and make a living doing what you love. In Crush It! Why NOW Is the Time to Cash In on Your Passion, Gary Vaynerchuk shows you how to use the power of the Internet to turn your real interests into real businesses. Gary spent years building his family business from a local wine shop into a national industry leader. Then one day he turned on a video camera, and by using the secrets revealed here, transformed his entire life and earning potential by building his personal brand. By the end of this book, readers will have learned how to harness the power of the Internet to make their entrepreneurial dreams come true. Step by step, Crush It! is the ultimate driver’s manual for modern business.Trade Review"Gary is a force of nature. His authentic, raw passion and caring touches everyone. His insights into social media & his message of opportunity could not be more timely." -- Tony Robbins "Gary was the first person to push me on the importance of personal brand and transparency - this was months before anyone was talking about it, he's always two steps ahead of anyone else." -- Kevin Rose, Founder of Digg.com "Anyone looking to supercharge their career should beg, borrow, and steal to learn Gary Vee's techniques. He reinvented the rules to build a $60-million business from scratch-on his own terms." -- Tim Ferriss, #1 NY Times bestselling author of The 4-Hour Workweek "Gary Vaynerchuk is one of those entrepreneurs who has discovered the secret to combining passion with business. He is always an inspiration and always entertaining. You owe it to yourself to read this book!" -- Tony Hsieh, CEO of Zappos.com "Gary Vaynerchuk has become a walking, talking (and oh, such talking!), webbing and Tweeting example of how believing in what you do and keeping it fun can step up your life in all ways. There is nobody I would rather talk sports with-or wine or life." -- Scott Simon, host of Weekend Edition Saturday on NPR
£12.74
Entrepreneur Press Ultimate Guide to Instagram
Book SynopsisAre you ready to tap into Instagram’s booming network of 1.386 billion viable customers? Your customers are on Instagram right now waiting to buy from you. With this all-new updated Ultimate Guide to Instagram, Second Edition, social media marketing expert Kim Walsh Phillips highlights what’s new and innovative, and gives you the tools you need to get an immediate return on investment. From updated cross-platform branding and marketing advice, to all new practical blueprints for funneling followers, this guide unlocks the latest secrets successful entrepreneurs use to grow their following and drive sales directly from Instagram. Inside, readers will learn: To uncover who your right-fit customers are and how to find them easily on Instagram The secret new ways of going viral to grow your audience and multiply your sales. How to use the newest features of Instagram to drive more business quickly with a simple marketing funnel that works A new content creation formula to make creating content easy and effective. Copy-and-paste resources, and a simple roadmap gets you results fast and easy Brand-new up to date examples, marketing funnels and campaigns New features of Instagram featured; including stickers, stories, polls, and reels Whether you''re new to the Instagram world or you''re not sure how to get more out of your profile, this guide is the perfect tool for entrepreneurs ready to flood their business with sales. With this guide''s easy-to-use strategies, easy-to-adapt blueprints, and other copy-and-paste resources, you''ll unlock the power to become an Instagram Sales Machine!
£17.09
Amacom Get Scrappy
Book Synopsis
£14.24
Rethink Press The Organic Advantage: Master SEO and natural
Book SynopsisHas your website traffic seen a dip or flatlined? Do you feel like you're behind the competition? Do you feel like you don't understand what SEO is? Do you wonder if organic traffic is still worth your time and effort? Are you worried about wasting time and money? If you answered Yes' to just one of these questions, this book is for you. The Organic Advantage has been written for ecommerce business owners, ecommerce directors, marketing managers and marketing professionals to enable you to ensure SEO gets results for your business. Read this book and follow Martin's ANCHOR model in order to: Develop a strategy to grow your website traffic, organically, for long-term success Understand the issues and what needs doing without being drowned in technical jargon Identify, brief, and direct the people responsible for implementing your SEO activity Get your ecommerce business performing to its full potential
£11.99
HarperCollins Publishers Inc Jab Jab Jab Right Hook
Book SynopsisWhen managers and marketers outline their social media strategies, they often plan for the right hook - their next highly anticipated sale or campaign that's going to put the competition out for the count. Right hooks, after all, convert traffic to sales. This book offers a blueprint to social media marketing strategies that really works.
£21.25
HarperCollins Publishers Social Media
Book SynopsisThe social media secrets that experts and top professionals use.Get results fast with this quick, easy guide to the fundamentals of social media for business.Includes how to: Plan Promote Post Position Monitor Be real Be ethical
£6.99
HarperCollins Publishers Inc Crush It
Book SynopsisGary Vaynerchuk has captured attention with his multi-faceted approach to personal branding and business. After utilizing traditional advertising techniques to build his family's local wine business into a national industry leader, Gary leveraged social media tools such as Twitter and Facebook to promote Wine Library TV, his video blog.Trade Review"Gary is a force of nature. His authentic, raw passion and caring touches everyone. His insights into social media & his message of opportunity could not be more timely." -- Tony Robbins "Gary was the first person to push me on the importance of personal brand and transparency - this was months before anyone was talking about it, he's always two steps ahead of anyone else." -- Kevin Rose, Founder of Digg.com "Anyone looking to supercharge their career should beg, borrow, and steal to learn Gary Vee's techniques. He reinvented the rules to build a $60-million business from scratch-on his own terms." -- Tim Ferriss, #1 NY Times bestselling author of The 4-Hour Workweek "Gary Vaynerchuk is one of those entrepreneurs who has discovered the secret to combining passion with business. He is always an inspiration and always entertaining. You owe it to yourself to read this book!" -- Tony Hsieh, CEO of Zappos.com "Gary Vaynerchuk has become a walking, talking (and oh, such talking!), webbing and Tweeting example of how believing in what you do and keeping it fun can step up your life in all ways. There is nobody I would rather talk sports with-or wine or life." -- Scott Simon, host of Weekend Edition Saturday on NPR
£18.04
HarperCollins Publishers Inc Chaos Monkeys
Book Synopsis
£15.29
HarperCollins Publishers Inc Crushing It
Book SynopsisTrade Review“Gary is a masterful entrepreneur with a gift for communication that cuts through all the bullshit that can often hinder one’s success. We share the same simplistic business philosophy which is why we’ve become good friends: Be willing to put in the hard work. And always be grateful. Crushing It! is a must-have for all individuals who want to be the best at what they do.” — Dwayne “The Rock” Johnson “The name GaryVee has become synonymous with motivating an entire generation. No one understands the power of social media better than Gary, because none of what he preaches is theory—it’s an understanding born from his deep experience in business and in life.” — Casey Neistat “Gary is helping to calibrate the desires and expectations of a new generation searching for a way to break through the noise. He’s loud, he’s high energy—and he’s exactly right.” — John Mayer Vaynerchuk identifies the most important components that contribute to successful online marketing in a personable, lively way. Going beyond simple “how-to” guides for the various platforms, he gets at the heart of what it takes to succeed in a competitive environment. Recommended for anyone looking to get started online or increase their media currency. — Laurel Tacoma, Fairfax Cty. P.L., VA
£19.00
HarperCollins Publishers Inc Twelve and a Half
Book SynopsisUSA Today BestsellerIn his sixth business book, bestselling author, entrepreneur, and investor Gary Vaynerchuk explores the twelve essential emotional skills that are integral to his life—and business—success and provides today’s (and tomorrow’s) leaders with critical tools to acquire and develop these traits.For decades, leaders have relied on “hard” skills to make smart decisions, while dismissing the importance of emotional intelligence. Soft skills like self-awareness and curiosity aren’t quantifiable; they can’t be measured on a spreadsheet and aren’t taught in B-schools or emphasized in institutions. We’ve been taught that emotional intelligence is a “nice to have” in business, not a requirement. But soft skills can actually accelerate business success, Gary Vaynerchuk argues. For analytical minds, it’s challenging to understand how to get “better” at being self-aware, curious, or empathetic—or even why it’s important to try. In this wise and practical book, Gary explores the 12 human ingredients that have led to his success and happiness and provides exercises to help you develop these traits yourself. He also shares what the “half” is—that emotional ingredient of leadership he’s weakest at and makes the most effort to improve. Working through the ideas and exercises in the book, he teaches you how to discover your own “halves” and offers insight on how to strengthen them. Gary’s secret to success is using these twelve traits in varying mixtures, depending on the situation. But how do we know when to balance patience with ambition? Humility with conviction? Gary provides real-life examples involving common business scenarios to show you how to use them together for optimum results. This iconoclastic book will help you refine your ingredients and improve your leadership capabilities. When implemented in the proper situation, these ingredients can help leaders land promotions, retain core employees, move faster than competitors, win the loyalty of customers, and build successful organizations that last. Trade Review"Vaynerchuk draws on his experiences, successes, and mistakes to offer uplifting advice about leadership and happiness. . . . A genial business guru redefines success." — Kirkus Reviews "A dishy memoir and a kind of 'best of Gary' anecdotes and reflections." — Forbes “A forward-thinking revelation and an enjoyable read. This is not your typical nuts-and-bolts guide to being a better businessperson, but it is instead a personal journey through Vaynerchuk’s psyche that shows that there’s a lot more to being successful than KPIs, numbers, and drive. Twelve and a Half isn’t just about making you a better businessperson—it’s about making you a better human being, which is exactly what we need right now.” — Shondaland
£13.49
Penguin Putnam Inc Perennial Seller
Book Synopsis
£16.62
Oxford University Press Social Media Management Persuasion in Networked
Book SynopsisTrade Review"Social Media Management simplifies the often-mysterious world of social media strategy with an approachable style that challenges and enlightens students of all professional backgrounds."--Eric Brey, University of Wisconsin-Stout "This is one of the most effective, foundational textbooks available for students looking to master their abilities to create strategic social media plans at an organizational level."--Kirsten Whitten, Regis College, Curry College, and Stonehill College "A great overview of strategic social media that ties together the importance of social media being couched in business and marketing strategy and practical, relevant examples and case studies that engage students."--Mary C. Martin, Fort Hays State University "In the 'old days' of analog marketing, most faculty consumed newspapers, magazines, and TV, so it was very easy to understand advertising and/or marketing communications. Today, many faculty are aware of digital marketing, but have a very limited use of the varied platforms available. This book offers both enough technical detail and examples on the various platforms for even the digitally naive faculty member to leads a class, along with a good strategic overview that seems to be lacking from so many treatments of social media marketing."--Eric J. Karson, Villanova University "Informative and also effective! I would strongly suggest that my colleagues adopt this book because it's current, relevant, and learner-centered and will add value from a social media marketing perspective for a long time to come."--Mohammed Nadeem, National University and the University of San FranciscoTable of ContentsPreface Chapter 1. Maximizing Business Value Social Media Equals Business Opportunity (And Not Just for Cats) What Is Social Media Management? Evolving from a Platform-Driven to a Goal-Centric Approach Setting Goals to Drive Value Social Media Management Framework What's Next? Platforms May Change, But The Industry Will Still Grow Your Turn: A Goal-Setting Exercise for Your School Chapter 2. Targeting Social Audiences Collecting Social Audience Segmenting Social Audiences Data Prioritizing Target Audiences Engaging Social Audiences It's Complicated Your Turn: Analyze Your Class Chapter 3. Adopting Social Platforms Renting or Buying in Social Media Conducting a Platform Audit Platform Fit Test Adopting Multiple Platforms Platform Analysis Never Stops Your Turn: Strategic Platform Choice Chapter 4. Developing Social Brand Strategy Why Brand Strategy in Social Media Matters Branding Social Media Presences Extending a Brand Personality Structuring a Social Media Portfolio Managing a Social Brand Portfolio The Cocktail Party Your Turn: Trader Joe's Social Brand Strategy Chapter 5. Designing Social Content Building Blocks of Social Content Tailoring Social Content to the Platform Social Content Development Creating and Evolving Your Turn: Represent Your Culture Chapter 6. Distributing Social Content Inventory Social Media Marketing Assets Decide on Social Media Marketing Campaigns Implement a Social Media Marketing Campaign Sample Social Media Campaign Grid Ready, Set, Go Viral Your Turn: Develop a Social Media Marketing Plan for Fidelity Chapter 7. Measuring Social Media Results Dimensionalizing the Business Value of Social Media Measuring Brand Value Measuring Revenue Value Measuring Operational Value Measuring Cultural Value Measuring Results Is Not Easy Your Turn: Devising a Measurement Plan for Sanergy Chapter 8. Managing Crisis in Social Media Crisis in Social Media Evaluating a Social Media Crisis Responding to a Social Media Crisis Executing Social Media Crisis Management Another Day, Another Potential Crisis Your Turn: Kashi Crisis Management Chapter 9. Building a Social Culture Social Media Use Within Organizations Trade-offs of Internal Social Media Use Internal Social Media Use in Action Key Success Factors The World's Best Boss Your Turn: Internal Social Media Strategy for Comcast Customer Service Chapter 10. Defining Your Personal Brand In Social Media Assume Everything You Post Is Public Social Media Management Framework Considerations Possible Strategic Directions Managing the Risks of a Social Media Presence Tips on Execution It's All About You Your Turn: Personal Social Media Audit Epilogue: Leadership in Data Privacy
£68.39
iUniverse The Quiet Revolution in Email Marketing
£20.02
Rlpg/Galleys Social Media and Integrated Marketing
Book SynopsisSocial Media and Integrated Marketing Communication: A Rhetorical Approach explores social media in the areas of corporate identity, brand narratives, and crisis response from a rhetorical perspective. Key ideas in this text are social media as epideictic rhetoricthe rhetorical setting that deals with the present and matters of virtue and educationand how rhetorical decorum, a component of Cicero's third Canon of Style, can guide organizations and their audiences toward more ethical and effective integrated marketing communication (IMC). This strategy emphasizes changing behavior, not just attitudes. Because social media leaves traces of communication that may be with us for the foreseeable future, Social Media and Integrated Marketing Communication frames the conversation about social media and IMC to move away from a risk/reward or a return on investment orientation and toward a focus on social media as communicative action that is attentive to this historical moment, to organizationTrade ReviewSocial Media and Integrated Marketing Communication: A Rhetorical Approach is a thoughtful, groundbreaking work, uniting a classical liberal arts tradition with practical considerations of integrated marketing communication in response to the continued expansion of social media. -- Ronald C. Arnett, Duquesne University, author of Levinas's Rhetorical Demand: The Unending Obligation of Communication EthicsSocial Media and Integrated Marketing Communication: A Rhetorical Approach moves the study of social communication technologies out of the realm of technique into the domain of thoughtful, ethical rhetorical practice. Engagingly written and carefully documented, this book draws together rhetoric, philosophy of communication, communication ethics, and media ecology to situate a key element of integrated marketing communication firmly within both the liberal arts tradition and the contemporary marketplace. -- Janie Harden Fritz, Duquesne University; author of Professional Civility: Communicative Virtue at WorkPersuit's thorough, thoughtful and engaging analysis is testament to the timeless capacity of rhetorical theory to comprehend and dissect the most compelling issues of the day. This book is a must read for students and scholars studying organizational communication, public relations, risk and crisis communication, and marketing. -- Timothy L. Sellnow, University of KentuckyTable of ContentsIntroduction Chapter 1: Social Media as Rhetoric and Communication Chapter 2: A History and Philosophy of Integrated Marketing Com-munication (IMC) Chapter 3: Social Media, IMC, and Rhetorical Decorum Chapter 4: Social Media, IMC, and the Audience Chapter 5: Social Media, IMC, and Communication Ethics Conclusion
£78.30
Tracytrends Publishing Make Money Online Using Zazzle Internet Marketing Tips to Earn a Passive Income
£13.89
Clearingly Websites That Work 10 Low Cost High ROI Internet
Book Synopsis
£18.95
Oliver Kemp Social Media Marketing 2024
Book Synopsis
£14.99
John Wiley & Sons Inc The Conversion Code
Book SynopsisTable of ContentsFigures List Preface: The Global Impact of The Conversion Code and What’s New in the 2nd Edition Introduction: How I created The Conversion Code Disclaimer: How to Read The Conversion Code Section One: How To Do Marketing That Attracts High-Quality Leads Chapter 1: The Biggest Challenges Facing Marketing and Sales (plus what happens when you crack The Conversion Code) Chapter 2: How To Use Your Website To Attract High-Quality Leads Chapter 3: How To Build Landing Pages That Capture High-Quality Leads Chapter 4: Blogging For Business (how to write blogs posts that generate high-quality leads) Chapter 5: How To Optimize Your Content for Lead Generation, Social Media, and Search Engines Chapter 6: Advanced Facebook Marketing and Advertising Techniques that Generate High-Quality Leads Chapter 7: Using Google PPC (Adwords) To Capture High-Quality Leads Chapter 8: How To Use Videos (and YouTube) To Attract and Convert Leads Chapter 9: How To Get The Most Out Of Twitter Chapter 10: How To Use Instagram To Attract High-Quality Leads (and raving fans) Chapter 11: It’s TikTok Time Chapter 12: How To Use LinkedIn For Maximum Impact (in minimal time) Chapter 13: Audio Is Everywhere (how to take advantage of it) Chapter 14: Influencer Marketing Chapter 15: Get The Most Out Of Your Marketing and Convert More Leads Using Retargeting Section Two: How To Find And Follow-Up With The Highest-Quality Leads That Are The Most Likely To Convert Chapter 16: Amazing Sales Tools That Will Increase Your Lead Conversion Rate Chapter 17: Should You Use an ISA or an A.I. Chatbot to Follow-Up with Leads? Chapter 18: How To Achieve The Highest Lead Conversion Rate Possible Chapter 19: How To Convert Leads Using Text Messages Chapter 20: How To Use Automated Email Campaigns To Convert Leads Chapter 21: Expert Email Marketing Tips That Build Your Brand and Convert Leads Chapter 22: How To Find and Convert The Hottest Leads Using User Tracking and Triggered Messages Section Three: The Billion Dollar Sales Script Chapter 23: Welcome to the Boiler Room Chapter 24: The Pre-Call Stalk Chapter 25: How to Have a Perfect First Minute on a Sales Call with a Lead Chapter 26: The Digging Deep Technique Chapter 27: How to Quickly Get a Lead to Trust You Chapter 28: Proactively Uncovering Objections Chapter 29: How to Start Closing Using the Five Yeses Chapter 30: The Perfect Sales Pitch Chapter 31: Exactly What to Say When You Transition from Pitching to Closing Chapter 32: How To Close Chapter 33: How To Overcome Objections Chapter 34: Preferred Additional Outcomes (what to do when you can’t close someone) Chapter 35: What To Say After They Say Yes Chapter 36: How To Get the People You Close to Send You High-Quality Referral Leads Bonus Chapter: Analytics - How To Track The Metrics That Matter (and what to do based on the data) Notes About the Author Index
£18.69
McGraw-Hill Education Likeable Social Media Third Edition How To
Book Synopsis Harness the power of social media to attract new customers and transform your business! More than three billion people are now on social media. If youâre not in the social media marketing game, youâre not in the game at all. From one of the worldâs leading figures in the world of social media marketing, Likeable Social Media reveals everything you need to know about building your brand and attracting & retaining loyal customers through smart, savvy social media engagement. This updated edition of the bestselling classic is packed with expert advice and new case studies that demonstrate the latest best practices. Youâll find critical information about new and relevant social media platforms, such as Snapchat, along with updated tools, and tactics around video, mobile, paid media, and data; and need-to-know insights into existing platforms/content, including Instagram, LinkedIn and Facebook stories. <Table of ContentsForeword Acknowledgments Introduction CHAPTER 1 Listen First, and Never Stop Listening CHAPTER 2 Way Beyond “Women 25 to 54”: Define Your Target Audience Better Than Ever CHAPTER 3 Use Social Network Ads for Much Greater Impact CHAPTER 4 Think—and Act—Like Your Consumer CHAPTER 5 Invite Your Customers to Be Your First Fans CHAPTER 6 Engage: Create True Dialogue with, and Between, Your Customers CHAPTER 7 Respond Quickly to All Bad Comments CHAPTER 8 Respond to the Good Comments Too CHAPTER 9 Be Authentic CHAPTER 10 Be Honest and Transparent CHAPTER 11 Should You Ask a Lot of Questions? CHAPTER 12 Provide Value (Yes, for Free!) CHAPTER 13 Share Stories (They’re Your Social Currency!) CHAPTER 14 Inspire Customers and Influencers to Share Your Stories CHAPTER 15 Integrate Social Media into the Entire Customer Experience CHAPTER 16 Admit When You Screw Up, and Then Leverage Your Mistakes CHAPTER 17 Consistently Deliver Excitement, Surprise, and Delight CHAPTER 18 Don’t Sell! Just Make It Easy and Compelling for Customers to Buy Conclusion: Just Be Likeable Appendix: A Refresher Guide to the Social Networks That Matter Most Notes Index
£23.79
Bloomsbury Publishing PLC Luxury Fashion and Media Communication
Book SynopsisUsing image and film advertisements, interviews, social media and public and private archives, Luxury Fashion and Media Communication offers an interdisciplinary approach to analyzing the value of the luxury object. Regular reports on consumption in media and frequent advertising on social media have allowed people all over the world to share in the issues and development of luxury; but how is it communicated, and how has it affected the consumer?An international range of scholars explore the material and immaterial value and meaning of luxury, how it is materialized and how it is communicated between the luxury industry and the consumer. Investigating French, Italian and Spanish luxury brands and their communication strategies on the global market, and including two chapters focusing specifically on the Chinese and American markets, they examine the ambiguity of the luxury commodity. This volume shows particularly the conflicting narratives between the idea of exclusivity and hTrade Review[A] sparkling collection ... Luxury Fashion and Media Communication provides new viewpoints on material and immaterial themes, establishing itself as an indispensable text in this rapidly emerging field. * John Armitage, University of Southampton, UK *Capturing the conflicting narratives around luxury, the editors have effectively brought together scholars, offering various perspectives on media communication as a source for expressing that luxury is something beyond the ordinary. * Ruth Marciniak, GCU London, UK *An important addition to academic studies of fashion and luxury as forms of communication. * Nick Rees-Roberts, Université Sorbonne Nouvelle, France *Table of ContentsList of Illustrations List of Contributors Introduction Paula von Wachenfeldt & Magdalena Petersson McIntyre 1. Contemporary Luxury and the Communication of Jewellery Patrizia Calefato 2. Sensing Luxury: The Meaning and Embodiment of Objects in Film Commercials Paula von Wachenfeldt 3. Selling luxury: Guided Sensory Communication in the Perfume Store Magdalena Petersson McIntyre 4. Chanel’s Ascent to the Pinnacle of Luxury: A Triadic Model of Evolution for Luxury Brands Thomaï Serdari 5. Sketching agencies, intellectual property rights, and the mediations of luxury Véronique Pouillard 6. Strategical capabilities of luxury fashion: The case of Loewe Isabel Garcia Hiljding & Lourdes Susaeta 7. From Tween to Teenagers: The meaning and consumption of luxury amongst children Yasmin Sekhon Dhillon 8. Motivations, expression, and media: Symbolic consumption of luxury brands in China Emma Björner and Xinxin Liu 9. Luxury Fashion Brands and ethicality: The importance of expressing one’s true self Gwarlann De Kerviler Index
£80.75
Bloomsbury Publishing PLC Cosmetics Marketing
Book SynopsisDiscover the tools required to pursue your career in cosmetics marketing. Through an in-depth analysis of this fast-growing and complex industry, Cosmetics Marketing: Strategy and Innovation in the Beauty Industry provides thought-provoking, industry-led exercises and case studies to demonstrate the role of aesthetics, authentic communication, emerging technologies, cultural trends, and the measurement of marketing efforts. There are also practical, beautifully illustrated resources for entering the field, exercises for boosting creativity, preparations for interviews, as well as an overview of the beauty products and theory used by makeup artists and product developers. With a focus on the evolution of the industry and its social responsibilities in terms of inclusivity and sustainability, this is a core text for cosmetics courses in marketing and business at the undergraduate and graduate levels. Cosmetics Marketing is the ultimate guide to this powerful, multi-billion dollar globaTrade ReviewThis insightful guide to the dynamic forces that continue to shape the cosmetics industry will serve as an invaluable resource to the current and next generation of leaders in beauty. -- Christine Chang, co-founder and co-CEO of Glow RecipeAn excellent guide to cosmetics marketing that weaves together both the theory and the practical to provide a comprehensive review of the discipline. Karchin and Horvarth have done a superb job illustrating the text with real-life stories from the industry, from the very early days, to the most recent times and have included a fascinating chapter on the history of makeup. Each chapter contains well-defined learning objectives and there is a very useful section on planning a career in the cosmetics industry. This is clearly a reference text book for any aspiring cosmetics and beauty marketer. -- Simon Worraker, CEO, JaponesqueThe Cosmetics industry is one of the most enduring and dynamic out there, and this text book provides a comprehensive primer on the different elements of business strategy as well as important historical context for the rapid evolution that is occuring today. – Amanda Baldwin, CEO, Supergoop!Lindsay Karchin and Delphine Horvath’s book Cosmetics Marketing: Strategy and Innovation in the Beauty Industry opens the curtains behind the complex beauty industry. It takes us on a comprehensive view from intriguing cultural history to the inner workings of today’s cosmetics sector. A vital guide for anyone who wants to discover this unique industry. * Lan Vu, Founder & CEO, BEAUTYSTREAMS *Cosmetics Marketing serves a critical need in fashion studies and elegantly brings together industry insights and key theoretical concepts. I find it strange that many fashion programs don't include beauty as part of the curriculum - even though it's a huge part of fashion. Cosmetics Marketing makes it easier to incorporate this important segment of fashion into both fashion and business programs. I'm grateful for this textbook - the first of its kind - and use it in my Beauty Culture, Commerce, and Innovation course. -- Denise H. Sutton, Associate Professor, Department of Business, City Tech-City University of New York, USATable of ContentsIntroduction Chapter 1: A Brief History of Makeup The Study of Beauty as the Study of Culture Early Uses of Cosmetics Early Icons: Royal Courts The Normalization of Cosmetics The Birth of a Formalized Industry: Beauty as a Commercial Business Shifting Political Contexts: The Politics of Beauty The Globalization of Beauty The Contemporary Cosmetics Industry Further Exploration Chapter 2: Understanding the Cosmetics Market What is Cosmetics Marketing? Company Spotlight: Revlon Fire & Ice Campaign Company Spotlight: Sephora’s Retail Revolution The “5 P’s” of Cosmetics Marketing: Product, Place, Price, Promotion, and People Further Exploration Chapter 3: Strategies in Cosmetics Marketing Company Spotlight: Revlon Charlie (STP Model) Company Spotlight: Estée Lauder Youth-Dew (Product Repositioning) Company Spotlight: Dove Campaign for Real Beauty (Brand Repositioning) Segmentation, Targeting, and Positioning (STP) Model Repositioning Strategy Company Spotlight: Kylie Cosmetics (Digital-First Branding) Company Spotlight: The Body Shop (Push vs. Pull Strategies) Push vs. Pull in a Digital Landscape Threshold-Based Promotional, Value Size Pricing, and Cross-Sell Strategies Financial Strategy 101 Marketing Strategies for Future Growth Further Exploration Chapter 4: Cosmetics Industry Innovation & Evolution A Brief History of Innovation in Beauty Product Innovation Technological Innovation Evolution: Social Responsibility, Wellness, and Inclusivity Evolution: Contemporary Visual Culture – Social Media and Brand Aesthetics Further Exploration Chapter 5: Planning a Beauty Career Career Prep Specializations in Beauty Cosmetics Industry Interview Preparation Networking Continuing Education Further Exploration Chapter 6: Makeup Theory and Approaches Product Overview Consumer Characteristics Classic Makeup Looks Further Exploration Glossary Endnotes and works cited Index
£31.34
Kogan Page Ltd A Marketers Guide to Digital Advertising
Book SynopsisShailin Dhar, based in New York City, New York, is a founding partner of Method Media Intelligence, a measurement consultancy and technology provider. A board member for the Programmatic & Data Center at IAB, he's served as Chief Strategist for Adsiduous Media, Director of Business Development at Darcher Media, and Business Development and Operations Manager at DOL Marketing.Scott Thomson, based in London, UK, is a partner at Method Media Intelligence. He has twenty-five-years' experience helping companies like Publicis, Nielsen, Dentsu and Naked Communications design and measure marketing strategies. Thomson helped the UK's Ministry of Defence design user-friendly dashboards and controls for military equipment.Trade Review"It's great to see Shailin Dhar and Scott Thomson pushing hard to open up the black box that is digital advertising. This book dives deep into the multiple aspects that advertisers should control and provides actionable solutions. It's only through the work of people like this that the current situation will improve. Brilliant content." * Nick Manning, cofounder of Manning Gottlieb OMD, former COO of Ebiquity, media transparency advisor to the Association of National Advertisers and founder of Encyclomedia *Table of Contents Chapter - 00: Introduction; Chapter - 01: Meaningful measurement; Chapter - 02: The digital supply chain; Chapter - 03: The skills gap; Chapter - 04: When to consult external partners; Chapter - 05: The limits of tech; Chapter - 06: Understanding your leverage; Chapter - 07: Risks versus rewards; Chapter - 08: Shiny new digital objects; Chapter - 09: References
£28.49
Kogan Page Ltd A Marketers Guide to Digital Advertising
Book SynopsisShailin Dhar, based in New York City, New York, is a founding partner of Method Media Intelligence, a measurement consultancy and technology provider. A board member for the Programmatic & Data Center at IAB, he's served as Chief Strategist for Adsiduous Media, Director of Business Development at Darcher Media, and Business Development and Operations Manager at DOL Marketing.Scott Thomson, based in London, UK, is a partner at Method Media Intelligence. He has twenty-five-years' experience helping companies like Publicis, Nielsen, Dentsu and Naked Communications design and measure marketing strategies. Thomson helped the UK's Ministry of Defence design user-friendly dashboards and controls for military equipment.Trade Review"It's great to see Shailin Dhar and Scott Thomson pushing hard to open up the black box that is digital advertising. This book dives deep into the multiple aspects that advertisers should control and provides actionable solutions. It's only through the work of people like this that the current situation will improve. Brilliant content." * Nick Manning, cofounder of Manning Gottlieb OMD, former COO of Ebiquity, media transparency advisor to the Association of National Advertisers and founder of Encyclomedia *Table of Contents Chapter - 00: Introduction; Chapter - 01: Meaningful measurement; Chapter - 02: The digital supply chain; Chapter - 03: The skills gap; Chapter - 04: When to consult external partners; Chapter - 05: The limits of tech; Chapter - 06: Understanding your leverage; Chapter - 07: Risks versus rewards; Chapter - 08: Shiny new digital objects; Chapter - 09: References
£87.30
Hodder & Stoughton Community Is Your Currency
Book SynopsisAre you looking to supercharge your business and grow your online community? The key to a booming business is your community. Founder of social media consultancy The Selfhood, Daisy Morris, is here with the ultimate guide for all the side-hustlers, creators, business owners and freelancers looking to build a genuine community on social media. This book drops the jargon - Daisy will teach you how to take your community on a journey. From brand awareness through to conversion, you will have the confidence to expand your reach while nurturing your existing fans, followers, subscribers and customers to turn them in to loyal and repeat customers. You will learn how to create meaningful connections with your audience, through real-life case studies, simple exercises and top-notch business advice. A must-read for any business owner.
£15.29
Hay House Inc Overdeliver
Book SynopsisTrade Review“Overdeliver is the bridge that connects the timeless fundamentals of direct response marketing to the state-of-the-art marketing strategies, tactics, and channels of today. Brian Kurtz is a living legend. . . . Nobody but Kurtz could've written this book.”— Ryan Levesque, #1 national best-selling author of Choose and Ask“Brian Kurtz knows real marketing better than almost anyone. This book is a must-read for marketers of all generations.”— Ryan Deiss, founder and CEO, Digital Marketer“How many guys can put Dan Kennedy, Gary Bencivenga, Joe Sugarman, Ken McCarthy, Jay Abraham, a billionaire or two, and 300 of the best marketers on earth in one room? You can count them on one hand and Brian is one of those hombres.”— Perry Marshall, author, 80/20 Sales & Marketing, Ultimate Guide to Google AdWords, and Ultimate Guide to Facebook Advertising“Brian was not only one of the wunderkinds who practically invented DM publishing in the 1980s, he was also one of the elder statesmen of the industry that guided its transition from paper to electronic in the 2000s. [He is] the perfect person to write a book that assimilates the best insights and ideas of the industry’s best and brightest business leaders.”— Mark Ford, chief growth strategist, The Agora, and author of two dozen books, including the bestseller on building entrepreneurial businesses, Ready Fire Aim“Filled with more useful information and history than any other book I’m familiar with.”— Joe Sugarman, direct marketing legend“In Overdeliver, Brian shares how you can use offers, copy, multichannel marketing, continuity, and a lot more to be a better marketer, grow your business, make more money, and make a big impact in your market. If you want to learn from one of the greatest marketing minds alive, read Brian’s new book.”— Joe Polish, founder, Genius Network and Genius Recovery“In Overdeliver, Brian chronicles almost four decades of hard-core experience . . . condensing it down into something you can absorb in an afternoon. . . . He's forgotten more about marketing and sales than most newcomers will ever ‘discover’.”— Frank Kern“Nobody has paid closer attention to the world of direct response advertising than Brian Kurtz. . . . This is a must-have book for . . . anyone seriously interested in how people decide what, when, and how to buy.”— Bill Bonner, founder, The Agora“If the word ‘marketing’ makes you cringe, this book is for you. And if the word ‘marketing’ makes you salivate, this book is for you. Overdeliver is loaded with time-tested strategies and invaluable ideas . . . a marketing balm to the sore business soul.”— Victoria Labalme, performing artist, performance strategist, and member, Speaker Hall of Fame“There’s a very small group of true direct response wizards out there, [and Brian Kurtz is] one of the guys who can change your career and business in a heartbeat with just a casually tossed off piece of advice. This book is your invitation to join that elite conversation.”— John Carlton, copywriting know-it-all, grizzled consultant, and author of The Entrepreneur’s Guide to Getting Your Shit Together“For years, I’ve given to students of marketing a list of 14 must-read books—I’ve now added Brian’s book to a new list of 15.”— Richard A. Viguerie, pioneer of political direct mail and Chairman of American Target Advertising, Inc.
£15.29
Barcharts, Inc homebasedinternetbusiness
Book SynopsisUse the power of the Internet to start your own business or improve the business you have already started. This guide will show how with limited resources anyone can start a business with the multitude of tools available for research, marketing, sales, distribution, website creation and communication that are a fingertips click away. Written by a home-based business guru and consultant, the guide offers detailed options as well as suggestions so you can make the right decisions to reach your ultimate goal. Topics covered include: Defining Your Home-Based Business Opportunity Business Research Popular Home-Based Internet Businesses Computing Solutions Site Marketing Sales Tools & Sites Marketing & Advertising Social Media Marketing Managing Your Customers
£6.00
Barcharts, Inc Local Business Marketing Quick Study Business
Book SynopsisNew reality â customers find you online and you can grow your business using evolving technologies and marketing tools that are often FREE. This 6-page laminated guide is loaded with statistics so you know what drives customers to local businesses, and more importantly, how you can do it using the right tools. Suggested uses: o Business Owner/Manager â optimize your use of marketing tools and tactics provided in the guide by testing their effectiveness then using what works from this toolbox o Entrepreneurs â start your business with a bang not a whimper, learn what you need to build a presence before you even open your doors o Students of Business â familiarize yourself with real-world marketing solutions for small and large businesses
£6.00
Barcharts, Inc Amazon Selling Your Stuff Marketing Relevancy
Book SynopsisStart selling and boosting your sales in the world's largest and fastest growing marketplace. Clearly and concisely organized in 6 laminated pages, you will find out what to sell, how to sell, and how everything from shipping, discounts, and returns will affect your profit. Our expert gives examples, pros and cons, and tips and tricks. Know what fees will be charged and what options you have, plus - how you can boost discoverability and relevancy of your stuff (the gold standard on amazon). Suggested uses: ⢠NEW Sellers â learn to sell new products you create or that you buy and resell, like used books ⢠Experienced Sellers â already using Ebay, Etsy, or Craigslist? Know the details so you can add the largest online marketplace to your list of stores ⢠Already Selling on Amazon â take your selling to the next level and boost relevancy and sales, while knowing the pros and cons of growing your business on Ama
£7.56
Barcharts, Inc Ebay Business Selling Your Stuff Quick
Book SynopsisStart selling, boosting your sales and building or extending your business on the world's largest auction and retail marketplace. Clearly and concisely organized in 6 laminated pages, our eBay sales expert and author will guide you every step of the way to ensure you use proven methods of listing, selling, dealing with returns and payments down to options for shipping and packaging items all while keeping an eye on your seller rating through quality transactions. Suggested uses: NEW Sellers -- learn to sell used products, new products you create or items that you buy and resell for yourself or others Experienced Sellers -- already using Etsy, Amazon or Craigslist? Know the details so you can add the largest auction and retail marketplace to your list of stores Already Selling on eBay -- take your selling to the next level by expanding on what you sell and boosting your sales, while knowing the pros and cons of growing your business on eBay
£6.00
Barcharts, Inc Instagram Marketing
Book Synopsis
£6.60
Barcharts, Inc Social Media Marketing A Quickstudy Laminated
Book Synopsis
£6.64
Quickstudy Reference Guides Youtube Marketing
Book Synopsis
£6.60
Peter Lang Inc., International Academic Publishers Dynamics of International Advertising
Book SynopsisNow in its third edition, Dynamics of International Advertising highlights the unique challenges marketers face in developing and implementing successful international advertising campaigns.With a balance of theoretical and practical perspectives, this edition takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Updated with the most recent statistical information as well as current examples and case studies, the text addresses the key issues that advertisers must keep in mind when creating effective communication programs for foreign markets: cultural norms and values, political and legal environments, economic policies, social contexts and more. Both the process and product of international advertising are addressed, from research and strategy development to creative execution and media planning. Ethical concerns are highlighted as well.Dynamics of International Advertising is a comprehensive teTrade Review“International advertising and marketing scholars will find «Dynamics of International Advertising» extremely useful. Barbara Mueller offers a fantastic aid to scholarship on a complex intermingling of culture, advertising, and consumers. With a wide range of examples illustrating current international advertising practices, this book should stimulate the improvement of our knowledge as to how firms can create an effective communication strategy for foreign markets.”“The third edition of Mueller’s «Dynamics of International Advertising» provides excellent, comprehensive coverage of current issues affecting global advertisers. The book provides rich conceptual frameworks and detailed, relevant examples. It is exceptionally strong in providing deep cultural insights for the reader. Moreover, the reader is left with much insight on the state of the art in planning and executing global advertising and marketing campaigns. The book takes a holistic corporate view, making it appropriate for use in both business schools and communications programs.”
£50.54
Rowman & Littlefield Strategic Copywriting
Book SynopsisWhen it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads.In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertisingwhether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platformsare addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what worksor notand why.Trade ReviewA well-written presentation of the basic steps for creating strategic and effective advertisements. Strategic Copywriting is thorough yet succinct, offering better instruction than books written by industry ‘gurus’; a student could read this book and create better-than-average work without any outside coaching. -- Ann Maxwell, University of OregonTable of ContentsPreface Part I. The Message Chapter 1: Research The Client Who Are the Consumers? Motivating Consumers Exercises Chapter 2: Creative Strategy Creative Strategy Research The Creative Strategy The Brand The Advertising Message Strategy Exercises Chapter 3: Advertising Copy Research Guidelines for Testing What Should Be Evaluated Pretests Posttests Exercises Chapter 4: An Introduction to Design Layout Elements Layout Design Layouts Frequently Used Designs for Advertisements Illustrations or Photographs Typography The Use of Color Exercises Chapter 5: Headlines and Slogans AIDA Headlines “Under the Radar” Advertising Slogans Illustrations Exercises Chapter 6: Body Copy The Right Attitude for Writing Body Copy An Outline of a Typical Advertisement What an Advertisement Must Have Types of Body Copy How to Write Body Copy Exercises Part II. The Media Chapter 7: Newspaper Advertising Advantages of Newspapers as an Advertising Medium Disadvantages of Newspapers as an Advertising Medium Advertising Rates in Newspapers Retail Advertisements Small-Space Advertisements Subscription Service Companies Other Media for Local or Retail Advertisers Copy Sheet for a Local or Retail Advertisement That Will Run in a Newspaper Exercises Chapter 8: Magazine Advertising Advantages of Magazines as an Advertising Medium Disadvantages of Magazines as an Advertising Medium How to Write Advertisements for Consumer Magazines Business-to-Business Advertising Agricultural or Farm Publications Exercises Chapter 9: Radio Advertising Types of Radio Advertising Imagery Transfer Advantages of Radio as an Advertising Medium Disadvantages of Radio as an Advertising Medium Types of Radio Commercials Forms of Radio Commercials Evoking Pictures in Radio Commercials Music, Voices, and Sound Effects How Many Words Should Be Used in Radio Commercials Humor in Radio Commercials Terms That an Advertising Copywriter Needs to Know Before Writing a Radio Commercial Radio Script Format Qualities of Effective Radio Commercials Guidelines for Writing Radio Commercials Exercises Chapter 10: Television Advertising Advantages of Television as an Advertising Medium Disadvantages of Television as an Advertising Medium What a Good Television Commercial Must Have Film and Digital Production Techniques Showing the Product Television Commercial Formats Humor in Television Commercials Sex in Television Commercials The Script The Storyboard How to Write a Television Commercial Exercises Chapter 11: Internet and Social Media Advertising Advantages of the Internet Disadvantages of the Internet What Is Wrong with the Internet Internet Advertisements Creating Internet Advertising Social Media Terms That May Be Important Exercises Chapter 12: Direct Mail Advertising Advantages of Direct Mail Advertising Disadvantages of Direct Mail Advertising The All-Important Mailing List Testing Direct Mail What Works in Direct Mail Advertising Examining Direct Mail Summary of What Makes Direct Mail Effective Exercises Chapter 13: Other Media Advertising Outdoor or Transit Advertising Point-of-Purchase Advertising Yellow Pages Advertising Exercises Chapter 14: Public Relations and Corporate Advertising How Public Relations Differs from Advertising Advantages of Public Relations Disadvantages of Public Relations Tools of Public Relations Corporate Advertising Exercises Appendix A: Advice on How to Get a Job in Advertising What Do You Want to Do? What about Graduate School? What Are Your Selling Points? How Does Your Work Compare with That of Others, Especially Professionals? Searching for Your First Job Applying for Your First Job in Advertising A Final Note Appendix B: Graduate Programs Appendix C: Advertising and Marketing Associations Selected Bibliography Index
£105.30
Rowman & Littlefield Strategic Copywriting
Book SynopsisWhen it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads.In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertisingwhether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platformsare addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what worksor notand why.Trade ReviewA well-written presentation of the basic steps for creating strategic and effective advertisements. Strategic Copywriting is thorough yet succinct, offering better instruction than books written by industry ‘gurus’; a student could read this book and create better-than-average work without any outside coaching. -- Ann Maxwell, University of OregonTable of ContentsPreface Part I. The Message Chapter 1: Research The Client Who Are the Consumers? Motivating Consumers Exercises Chapter 2: Creative Strategy Creative Strategy Research The Creative Strategy The Brand The Advertising Message Strategy Exercises Chapter 3: Advertising Copy Research Guidelines for Testing What Should Be Evaluated Pretests Posttests Exercises Chapter 4: An Introduction to Design Layout Elements Layout Design Layouts Frequently Used Designs for Advertisements Illustrations or Photographs Typography The Use of Color Exercises Chapter 5: Headlines and Slogans AIDA Headlines “Under the Radar” Advertising Slogans Illustrations Exercises Chapter 6: Body Copy The Right Attitude for Writing Body Copy An Outline of a Typical Advertisement What an Advertisement Must Have Types of Body Copy How to Write Body Copy Exercises Part II. The Media Chapter 7: Newspaper Advertising Advantages of Newspapers as an Advertising Medium Disadvantages of Newspapers as an Advertising Medium Advertising Rates in Newspapers Retail Advertisements Small-Space Advertisements Subscription Service Companies Other Media for Local or Retail Advertisers Copy Sheet for a Local or Retail Advertisement That Will Run in a Newspaper Exercises Chapter 8: Magazine Advertising Advantages of Magazines as an Advertising Medium Disadvantages of Magazines as an Advertising Medium How to Write Advertisements for Consumer Magazines Business-to-Business Advertising Agricultural or Farm Publications Exercises Chapter 9: Radio Advertising Types of Radio Advertising Imagery Transfer Advantages of Radio as an Advertising Medium Disadvantages of Radio as an Advertising Medium Types of Radio Commercials Forms of Radio Commercials Evoking Pictures in Radio Commercials Music, Voices, and Sound Effects How Many Words Should Be Used in Radio Commercials Humor in Radio Commercials Terms That an Advertising Copywriter Needs to Know Before Writing a Radio Commercial Radio Script Format Qualities of Effective Radio Commercials Guidelines for Writing Radio Commercials Exercises Chapter 10: Television Advertising Advantages of Television as an Advertising Medium Disadvantages of Television as an Advertising Medium What a Good Television Commercial Must Have Film and Digital Production Techniques Showing the Product Television Commercial Formats Humor in Television Commercials Sex in Television Commercials The Script The Storyboard How to Write a Television Commercial Exercises Chapter 11: Internet and Social Media Advertising Advantages of the Internet Disadvantages of the Internet What Is Wrong with the Internet Internet Advertisements Creating Internet Advertising Social Media Terms That May Be Important Exercises Chapter 12: Direct Mail Advertising Advantages of Direct Mail Advertising Disadvantages of Direct Mail Advertising The All-Important Mailing List Testing Direct Mail What Works in Direct Mail Advertising Examining Direct Mail Summary of What Makes Direct Mail Effective Exercises Chapter 13: Other Media Advertising Outdoor or Transit Advertising Point-of-Purchase Advertising Yellow Pages Advertising Exercises Chapter 14: Public Relations and Corporate Advertising How Public Relations Differs from Advertising Advantages of Public Relations Disadvantages of Public Relations Tools of Public Relations Corporate Advertising Exercises Appendix A: Advice on How to Get a Job in Advertising What Do You Want to Do? What about Graduate School? What Are Your Selling Points? How Does Your Work Compare with That of Others, Especially Professionals? Searching for Your First Job Applying for Your First Job in Advertising A Final Note Appendix B: Graduate Programs Appendix C: Advertising and Marketing Associations Selected Bibliography Index
£49.50
Rowman & Littlefield A Practical Guide to Ethics in Public Relations
Book SynopsisA Practical Guide to Ethics in Public Relations is brimming with case studies, practitioner advice, practical ethical dilemmas and popular culture references to help students better understand and engage with the inevitable ethical dilemmas that arise in marketing communication.Trade ReviewThis is a rich text designed to help students understand the dynamics of what happens in the industry. It gives the reader a true ability to conceptualize ethical issues from the deep past up to today. The book presents useful diagrams, social media screenshots, and current examples that make the subject new for students. The interviews, case studies, and exercises are all helpful for both students and teachers. -- Tia C. M. Tyree, Howard UniversityIn A Practical Guide to Ethics in Public Relations, Regina Luttrell and Jamie Ward deliver to their audience a vibrant and measured treatment of the hallmarks of ethical practice. The almost real-time nature of the cases in this text illuminate for students the foundational theories that distinguish the discipline. The contribution here serves those learning the discipline and better yet, those landing their first jobs in the profession. -- Cailin Brown, The College of Saint RoseThis book offers readers a tangible guide to ethics within the field of public relations, providing the reader with real world examples of ethical dilemmas. You will be asked to work through a problem of messaging and decide for yourself how to get that message across while remaining true to your beliefs and values. Regina Luttrell and Jamie Ward guide readers toward a more in-depth understanding of the industry standards. Their expertise in communications shines through as you as you begin to explore your power and responsibility to educate and advise your clients. -- Jenn O'Conner, Director of Policy, Prevent Child Abuse New YorkTable of ContentsForeword by Teresa N. Dougherty, APR Preface Part I – Ethics in Public Relations Chapter 1 – Why Ethics Matter Chapter 2 – Ethics in Public Relations Part II – Public Relations Society of America’s Code of Ethics Chapter 3 – Advocacy Chapter 4 – Honesty Chapter 5 – Expertise Chapter 6 – Independence Chapter 7 – Loyalty Chapter 8 – Fairness Chapter 9 – Ethics Matter, Choose Action Part III – Award Winning Case Studies from the Arthur W. Page Society Case Study Competition Case Study 1 – Walking the “Encryption Tightrope”: Getting to the Core of Apple’s Privacy and Security Battle with the FBI Case Study 2 – Fatal Derailment: Is Amtrak’s Reputation Riding on its Response to the Wreck of Train 188? Case Study 3 – An Analysis of Starbucks’ Race Together Initiative Case Study 4 – The Virtue of Patients: Veterans’ Fatal Wait Case Study 5 – #SocialStrong: The Effect of Social Media on the Boston Marathon Bombing
£90.65
Rowman & Littlefield A Practical Guide to Ethics in Public Relations
Book SynopsisOn a daily basis, public relations practitioners are tasked with making ethical decisions, such as advising a client to fully disclose a corporate relationship or advocating for honesty when working with the media.A Practical Guide to Ethics in Public Relations is designed for courses in contemporary studies of public relations and communications. This text highlights the delicate balance required to navigate the values and demands implicit to the field of public relations and those that underlie society as a whole. Students are encouraged to examine their own values and compare them to those commonly encountered in a professional setting.Brimming with case studies, practitioner advice, practical ethical dilemmas, and popular culture references, A Practical Guide to Ethics in Public Relations is the ideal text for students grappling with the inevitable ethical dilemmas that arise in professional public relations.Trade ReviewThis is a rich text designed to help students understand the dynamics of what happens in the industry. It gives the reader a true ability to conceptualize ethical issues from the deep past up to today. The book presents useful diagrams, social media screenshots, and current examples that make the subject new for students. The interviews, case studies, and exercises are all helpful for both students and teachers. -- Tia C. M. Tyree, Howard UniversityIn A Practical Guide to Ethics in Public Relations, Regina Luttrell and Jamie Ward deliver to their audience a vibrant and measured treatment of the hallmarks of ethical practice. The almost real-time nature of the cases in this text illuminate for students the foundational theories that distinguish the discipline. The contribution here serves those learning the discipline and better yet, those landing their first jobs in the profession. -- Cailin Brown, The College of Saint RoseThis book offers readers a tangible guide to ethics within the field of public relations, providing the reader with real world examples of ethical dilemmas. You will be asked to work through a problem of messaging and decide for yourself how to get that message across while remaining true to your beliefs and values. Regina Luttrell and Jamie Ward guide readers toward a more in-depth understanding of the industry standards. Their expertise in communications shines through as you as you begin to explore your power and responsibility to educate and advise your clients. -- Jenn O'Conner, Director of Policy, Prevent Child Abuse New YorkTable of ContentsForeword by Teresa N. Dougherty, APR Preface Part I – Ethics in Public Relations Chapter 1 – Why Ethics Matter Chapter 2 – Ethics in Public Relations Part II – Public Relations Society of America’s Code of Ethics Chapter 3 – Advocacy Chapter 4 – Honesty Chapter 5 – Expertise Chapter 6 – Independence Chapter 7 – Loyalty Chapter 8 – Fairness Chapter 9 – Ethics Matter, Choose Action Part III – Award Winning Case Studies from the Arthur W. Page Society Case Study Competition Case Study 1 – Walking the “Encryption Tightrope”: Getting to the Core of Apple’s Privacy and Security Battle with the FBI Case Study 2 – Fatal Derailment: Is Amtrak’s Reputation Riding on its Response to the Wreck of Train 188? Case Study 3 – An Analysis of Starbucks’ Race Together Initiative Case Study 4 – The Virtue of Patients: Veterans’ Fatal Wait Case Study 5 – #SocialStrong: The Effect of Social Media on the Boston Marathon Bombing
£32.40
Lulu.com Rapid Digital Assets
Book SynopsisMILLION DOLLAR INTERNET MARKETER REVEALS THE CONTROVERSIAL, 4-STEP SYSTEM YOU CAN EASILY APPLY TO PROFIT FROM THE BILLIONS BEING SPENT ON E-LEARNING AND CREATE A LIFE OF TOTAL FREEDOM
£9.38
Little, Brown Book Group How to Start and Grow a Successful Podcast
Book SynopsisThe only guide you need to build a podcast from scratch with tips, techniques and stories from the pioneers of podcasting, by expert and early adopter Gilly Smith. From This American Life''s Ira Glass and George the Poet to the teams behind My Dad Wrote a Porno and Table Manners with Jessie Ware, this practical book is packed full of exclusive, behind-the-scenes advice and informative, inspiring stories that will teach you how to tell the greatest stories in the world.This is a comprehensive yet accessible and warmly written book for creatives who are striving to understand how their content could be successfully turned into a podcast, from conception through to execution, distribution, marketing and monetising. It covers:- Recognising who your show is for, deciding what it is about and where to find inspiration.- Deciding on the format and working on structure and script.- Hosting, casting and interview tecTrade ReviewGilly Smith's wonderful guide to podcasting is filled with so many nuggets of wisdom, that it will fast-forward you at least a year in your journey to becoming a successful podcaster. In between aha moments, she will guide you to finding your own podcasting voice, help you decide which mic to buy and most importantly, how to find your tribe. Even if you've made a start already and had some success, reading the in-depth interviews from the very best podcasters of the day just adds to your toolbox of innovative ways to grow your community of listeners. Whatever it is you want to share with the world, Gilly Smith's guide will help you do it. Pack your bags, get in the car, you're going to make a podcast -- Chris Hogg, award-winning producer of Cassie and Corey and playwright
£14.24
APress The Rise of Virtual Communities
Book SynopsisUncover the fascinating history of virtual communities and how we connect to each other online. The Rise of Virtual Communities, explores the earliest online community platforms, mapping the technological evolutions, and the individuals, that have shaped the culture of the internet.Read in-depth interviews with the visionary founders of iconic online platforms, and uncover the history of virtual communities and how the industry has developed over time. Featuring never-before told stories, this exploration introduces new ideas and predictions for the future, explaining how we got here and challenging what we think we may know about building online communities.Readers will: Learn what a virtual community is and how it has become an integral part of modern society Review key insights into building virtual communities and platforms from the founders and pioneers who created them See what theTable of ContentsIntroduction 1. Chip and Randy | LucasFilm ‘Habitat’ 2. Howard Rheingold | The WELL 3. Stacy Horn | Echo NYC 4. Jim Bumgardner | The Palace 5. Philip Rosedale | Second Life 6.Sampo Karjalainen | Habbo 7. Lance Priebe | Club Penguin 8. Angelo Sotira | DeviantArt 9. Caterina Fake | Flickr 10. Alexis Ohanian | Reddit 11. Kevin Rose | Digg & PROOF 12. Jason Citron | Discord 13. Trevor McFedries | Brud and FWB 14. Cherie Hu | Water & Music 15. Michelle Kennedy | Peanut
£25.19
Lexington Books Social Media and Integrated Marketing
Book SynopsisSocial Media and Integrated Marketing Communication: A Rhetorical Approach explores social media in the areas of corporate identity, brand narratives, and crisis response from a rhetorical perspective. Key ideas in this text are social media as epideictic rhetoricthe rhetorical setting that deals with the present and matters of virtue and educationand how rhetorical decorum, a component of Cicero's third Canon of Style, can guide organizations and their audiences toward more ethical and effective integrated marketing communication (IMC). This strategy emphasizes changing behavior, not just attitudes. Because social media leaves traces of communication that may be with us for the foreseeable future, Social Media and Integrated Marketing Communication frames the conversation about social media and IMC to move away from a risk/reward or a return on investment orientation and toward a focus on social media as communicative action that is attentive to this historical moment, to organizationTrade ReviewSocial Media and Integrated Marketing Communication: A Rhetorical Approach is a thoughtful, groundbreaking work, uniting a classical liberal arts tradition with practical considerations of integrated marketing communication in response to the continued expansion of social media. -- Ronald C. Arnett, Duquesne University, author of Levinas's Rhetorical Demand: The Unending Obligation of Communication EthicsSocial Media and Integrated Marketing Communication: A Rhetorical Approach moves the study of social communication technologies out of the realm of technique into the domain of thoughtful, ethical rhetorical practice. Engagingly written and carefully documented, this book draws together rhetoric, philosophy of communication, communication ethics, and media ecology to situate a key element of integrated marketing communication firmly within both the liberal arts tradition and the contemporary marketplace. -- Janie Harden Fritz, Duquesne University; author of Professional Civility: Communicative Virtue at WorkPersuit's thorough, thoughtful and engaging analysis is testament to the timeless capacity of rhetorical theory to comprehend and dissect the most compelling issues of the day. This book is a must read for students and scholars studying organizational communication, public relations, risk and crisis communication, and marketing. -- Timothy L. Sellnow, University of KentuckyTable of ContentsIntroduction Chapter 1: Social Media as Rhetoric and Communication Chapter 2: A History and Philosophy of Integrated Marketing Com-munication (IMC) Chapter 3: Social Media, IMC, and Rhetorical Decorum Chapter 4: Social Media, IMC, and the Audience Chapter 5: Social Media, IMC, and Communication Ethics Conclusion
£37.80
Simon & Schuster The Founders
Book Synopsis
£25.50
Quercus Publishing Copywriting Third Edition: Successful writing for
Book SynopsisAn inspiring and essential book for everyone interested in improving the way they write. - Brian Minards, School of Advertising, Academy of Art University, San FranciscoWriting copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This revised edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, company magazines and internal communications, and aspects of writing for social media are integrated throughout. There are also new interviews and case studies. Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, *Copywriting, Third Edition takes you through step-by-step processes that can help you to write content quickly and effectively.Trade ReviewThis is the only available systematic and comprehensive copywriting manual. * Massimo Alvito, ISIA Design, Florence *Significantly revised and updated, this third edition covers so much more than simply writing. It considers the integration of strategy with the creative process and articulates the stages necessary for successful communication, using excellent examples and illustrations. An inspiring and essential book for everyone interested in improving the way they write. * Brian Minards, School of Advertising, Academy of Art University, San Francisco *Communications are bridges for connecting businesses with people. The options we have for building those bridges are growing by the day. The trouble is, you still have to have something relevant to say, and you have to say it well. This book will show you how. I wish 18-year-old me had had it. * Elliott Starr, Head of Copy at 20something *We can all kick a ball, but we're not all Messi. We can all write, but we're not all great writers. In this superb textbook, Gyles Lingwood and Mark Shaw help explain how and why writing powerful, accessible and persuasive copy is so tough, yet conversely so achievable. If you want to understand what it is to be a writer in the modern advertising, branding and design industries, this book is a must read. It's little wonder that it's required reading across the UK's creative courses. * Steve Spence, London College of Communication *I usually struggle when young aspirants ask me to recommend books on copywriting. My usual answer is: 'Read more. Go through ads from across the world. Research.' The next time someone asks, this book will give me a better, fresher answer. * Nikhil Narayanan, Senior Creative Director, Ogilvy India *Recommended to design and engineering students to aid in the craft and structuring of written content for varied audiences and platforms. The social media angle is particularly prominent in this publication, great for communicating with disparate communities and towards building a brand. * AHMED PATEL - MIDDLESEX UNIVERSITY *
£21.24
Sage Publications Ltd The SAGE Handbook of Social Media Marketing
Book SynopsisSocial media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media Table of ContentsPart 1: Foundations of Social Media Chapter 1: Introduction to Social Media Marketing - Tracy L. Tuten & Annmarie Hanlon Chapter 2: Strategic Directions in B2C Social Media Marketing - Karen E. Mishra & Brian J. Baldus Chapter 3: Cross-Cultural Differences in Social Media Use: Implications for International Social Media Marketing Strategy - Jae Min Jung, Kyeong Sam Min, Kristen R. Schiele, Anthony Kim, Jing Hu, Xin Liu, Curtis P. Haugtvedt, & James J. Kellaris Chapter 4: Consumer Ties and Social Media Consumer Culture in Social Media Networks - Duygu Akdevelioglu & Alladi Venkatesh Chapter 5: From Global Action to Knowledge-sharing with your Colleagues: A Typology of Online Communities - Stephan Dahl & Ana Margarida Barreto Part 2: Methodologies and Theories in Social Media Chapter 6: Social Media Research Using Big Data - Types, Techniques, and Technologies - Theo Lynn & Pierangelo Rosati Chapter 7: Analysing Digital Dialogue: Implications for Research and Practice - Sarah Glozer Chapter 8: Approaches to Emotion and Sentiment Analysis - Ana Isabel Canhoto Chapter 9: Social Contagion in Online Networks and Virality - Franco Curmi Chapter 10: Eye Tracking Research Methodology for Social Media - Ellen Roemer Part 3: Channels and Platforms in Social Media Chapter 11: Geopolitical Overview of Social Media Platforms - From Beijing to Berlin - Sabine Baumann Chapter 12: The Social Shopping Movement in China from TaoBao to WeChat - Wenkai Zhou Chapter 13: Social Media Data in Placemaking - Brendan James Keegan & Rossano Schifanella Chapter 14: How Influencers Influence: Conceptualizing the Influencer Map for Marketing - Karen Freberg, Brian G. Smith, & Lauren Silva Part 4: Tools, Tactics and Techniques in Social Media Chapter 15: Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media - Valeria Penttinen & Robert Ciuchita Chapter 16: A Typology of Brand-Related Content on Social Media - Jana Gross Chapter 17: Virtual Influencers: Antecedents and Typologizing - Jon Engström Chapter 18: Visual Communication in Social Media Marketing - Natalia Maehle, Caterina Presi, & Ingeborg A. Kleppe Chapter 19: Memes: Interactive Creative Intertextuality on Social Media - Alexander Laskin & Yasha A. Laskin Chapter 20: Do You Speak Emoji? The Language of Emojis - Ivana Ebel & Joatan Preis Dutra Part 5: Management and Metrics in Social Media Chapter 21: Firm Strategies for One-on-One Exchanges with Customers in Social Media - Kelly Hewett, Steven Hoornaert, & Matthijs Meire Chapter 22: Positive Messaging and Employee Brand Advocacy - Ann M. Torres & Aisling Keenan Gaylard Chapter 23: Understanding Complaining, Service Failure Identification and Service Recovery via Social Media - Karen Jones Chapter 24: Organizational Exit Strategies on Social Media Platforms - Carsten Dirk Schultz & Björn Kruse Chapter 25: Social Media Metrics from Vanity to Sanity - Karen Sutherland Part 6: Ethical Issues in Social Media Chapter 26: A/B Testing in Social Media - Carolyn Popp Garrity Chapter 27: The Reputation Economy: A Tale as Old as Time or a New Paradigm? - Laura S. Rifkin, Canan Corus, & Colleen P. Kirk Chapter 28: Unethical Behaviour of Social Media Influencers: History, Practice and Future Research - Marina Leban Chapter 29: The Ethics of Using Social Media Influencers for Marketing Purposes - Irina Gorea & Jenna Jacobson Chapter 30: Managing Uncivil Interactions in Online Brand Communities - Denitsa Dineva
£114.00
