AdValue :twenty ways advertising works for business

• 其他作者: Butterfield, Leslie, , Institute of Practitioners in Advertising.
• 出版: Oxford ;Boston : Butterworth-Heinemann 2003.
• 稽核項: 1 online resource (xxvi, 224 pages) :illustrations.
• 標題: BUSINESS & ECONOMICS Advertising & Promotion. , Produits de marque. , Advertising & Promotion. , Brand name products. , Produits de marque Publicité. , Publicité. , Advertising Brand name products. , Advertising , Electronic books. , Produits de marque , BUSINESS & ECONOMICS
• ISBN: 1136430903 , 9781136430909
• ISBN: 0750655011 , 9781138441101 , 1138441104 , 9780750655019 , 0750655011
• 試查全文@TNUA:
  
• 附註: "Published in association with the Institute of Practitioners in Advertising." Includes bibliographical references and index. How advertising impacts on profitability / Leslie Butterfield -- How advertising impacts on share price / James Gregory -- Advertising and profitability : the long-term returns / Marilyn Baxter -- How advertising affects shareholder value / Leslie Butterfield -- How advertising drives sales and profits / John Philip Jones -- How advertising impacts the sales process / Peter Field -- How advertising motivates the workforce / Johnny Hornby -- How online advertising can produce measurable business effects / Charlie Dobres -- Advertising during a recession / Alex Biel and Stephen King -- The evolution of our thinking about 'how advertising works' / Tim Broadbent -- How advertising affects customer loyalty / Andrew Crosthwaite -- Long-term profitability : advertising versus sales promotion / Alex Biel -- How advertising works in the total communications mix / Malcolm White -- How better media strategy leads to greater business success / Will Collin -- Tangible demonstrations of the advertising contribution / Chris Baker -- The advertising contribution to brand preference / John Bartle -- How advertising affects brand value / Simon Cole -- Advertising and the long-term success of the premium band / Stephan Buck -- How advertising works for corporate brands / Hamish Pringle -- Advertising and the non-conventional brand / Leslie Butterfield.
• 摘要: Advalue is organised into four sections, according to where the advertising effect is to be seen:* Company value effects* Business performance effects* Customer effects* Brand effectsIn addition, there is a brief introductory section and each chapter is prefaced by a short executive summary describing 'the argument in brief'. The individual authors are leading experts in their fields drawn from the advertising industry, the client community and the academic world. The book is aimed both at an advertising audience and at a general business audience - spanning from Finance to Marketing - who need.
• 電子資源: https://dbs.tnua.edu.tw/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=104763
• 系統號: 005309018
• 資料類型: 電子書
• 讀者標籤: 需登入
• 引用網址: 複製連結
• 目前引用數