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The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and…
Paperback – 2016-01-21
Routledge
Routledge Library Editions: Marketing
This book takes the reader through the underlying theory of marketing and applies it to the developing business. Research and analysis, testing and product planning follow, and lead on to more practical advice on small company sales organisation and control, advertising and promotion. Many…
Paperback – 2015-12-21
Routledge
Routledge Library Editions: Marketing
This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great detail. One of the earliest "manuals" on planning and operating an advertising agency, this book was also one of the…
Paperback – 2015-12-21
Routledge
Routledge Library Editions: Marketing
Few of us realize how many of our modern comforts we owe to advertising. This fascinating volume provides a history of early American advertising, in a pre-regulation age when all manner of schemes thrived in an advertising free-for-all. As well as examining advertising techniques at the turn of…
Paperback – 2015-12-21
Routledge
Routledge Library Editions: Marketing
This book reveals the importance of seeking and building an identifiable and favourable corporate identity for the enterprise. The subject is pursued in all its aspects, from the stage of basic market research right through to organization and control of the corporate plan.…
Paperback – 2015-12-17
Routledge
Routledge Library Editions: Marketing
This book examines the nature and extent of competition in the pharmaceutical industry and analyses the interaction between market structure and selected elements of the marketing mix. It provides valuable insights into the level of promotional expenditure required to achieve a significant market…
Paperback – 2015-12-11
Routledge
Routledge Library Editions: Marketing
This book is an account of the management and environmental aspects of marketing a major airline, at a time of rapid growth in the aviation industry. It brings out the problems involved in marketing a service as distinct from a commodity, and highlights the special aspects which flow from…
Paperback – 2015-12-11
Routledge
Routledge Library Editions: Marketing
This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with…
Paperback – 2015-12-11
Routledge
Routledge Library Editions: Marketing
This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
Aimed primarily at the MBA student or those preparing for professional qualifications in the marketing field, this book analyses the process of decision making in marketing and the role of organisation. It examines: The study of the organisational location and positioning of the marketing…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
A good marketing information system is an essential ingredient of all successful marketing. This book provides a comprehensive introduction to this key subject. This book not only covers market research techniques but also shows how research techniques should fit into a broader market information…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for the theory, the author demonstrates how it can be usefully applied by indicating which management techniques are relevant to new product…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical textbook of its time, covering facts which…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
The book provides a comprehensive analysis of the techniques and mechanics of the research process, and the management implications of industrial marketing research. It reveals not only how to do marketing research, but also the full range of its profitable applications, and shows how to develop an…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of export practice. The author evaluates the widely recommended strategy of key market concentration, showing its weaknesses and the flaws in…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses marketing organisation and…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
The articles in this collection discuss the role of marketing in development, and include case studies from various developing countries. They consider state enterprises, marketing education, birth control and comparative marketing models.…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
This book provides new insights into the changes in interpretation of marketing and the evolution of marketing strategies during the twentieth century. The focus is on the development of mass marketing in the United States and the way in which more flexible and adaptable forms of marketing have…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
Taking as its starting point the nature of marketing tasks, this book draws on organizational theories and makes its own contribution to generate insights and understanding about some of the concerns that need to be deal with if marketing success is to be achieved. The book surveys developments in…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
This comprehensive work, covering a wide spectrum of the marketing environment, provides a fundamental basis to marketing geography for those concerned with market research, comparative and international marketing, and the study of economic geography. The book focusses on the spatial patterns and…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
The Caribbean now has one of the largest regional tourism industries in the world amongst developing countries. When originally published this volume was the first to provide a comprehensive discussion of tourism in this part of the world. It begins with an overview of the industry and then…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of effective plans. The information requirements of marketing management are highlighted and the marketing information system concept is…
Paperback – 2015-11-26
Routledge
Routledge Library Editions: Marketing
This set covers books originally published between 1925 and 1995, written and edited by authors from both sides of the Atlantic. The set covers marketing theory, strategy, and organization, budgeting and market research. Particular volumes focus on specific industries such as tourism and…
Hardback – 2014-08-22
Routledge
Routledge Library Editions: Marketing