Price: $149.80

Covering the entire field of advertising with special emphasis on IMC and new technologies, it places advertising within a contemporary, integrated ma... more »

Covering the entire field of advertising with special emphasis on IMC and new technologies, it places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications. The book covers four basic concept of advertising: the place of advertising, planning the advertising, managing the advertising, and media. Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.

Price: $78.95

Description not available. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.

Price: $26.95

Praise for Philip Kotler's MARKETING INSIGHTS FROM A to ZThere's only one name in marketing: Phil Kotler. His latest may be his best-a summa that capt... more »

Praise for Philip Kotler's MARKETING INSIGHTS FROM A to ZThere's only one name in marketing: Phil Kotler. His latest may be his best-a summa that captures the best of his insights, as original today as when he first took pen in hand, forty years ago. - Tom Peters, author of In Search of Excellence and The Circle of InnovationIf you are going to buy one book by Philip Kotler, buy this one. In this accessible, current, and personality-filled read, you will get the most complete picture possible of what marketing today is all about. - Sergio Zyman, author of The End of Advertising as We Know ItThis classic and highly respected thinker has brought together the most important ideas from old and new marketing under one cover-the Alpha and Omega of marketing books. Should be on the bookshelf of everybody practicing business today. - Don Peppers and Martha Rogers, PhD, Peppers and Rogers Group, coauthors of the bestselling The One to One Future: Building Relationships One Customer at a TimeWhat Peter Drucker is to management, Philip Kotler is to marketing. Kotler's ideas are endlessly interesting, relevant, and ahead of the times. - Al Ries, Ries& Ries, author of The Fall of Advertising and the Rise of PRThis book could also be called Marketing Insight: From Genesis to Revelations because it is a bible of marketing truths-and it's in plain English. The most important and enduring principles of marketing are presented with parables and such vivid examples that there are no excuses for anyone not to understand marketing. - Roger Blackwell, Professor of Marketing, Fisher College of Business, The Ohio State University, author of Customers Rule! Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.

Price: $151.25

Advertising and Promotion: An Integrated Marketing Communications Perspective, 7/e, by Belch and Belch, is the number one text in the Advertising mark... more »

Advertising and Promotion: An Integrated Marketing Communications Perspective, 7/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.

Price: $14.95

Copywriters need the ability to get their message across in a host of different mediums. Fully revised for today`s practical copywriting requirements,... more »

Copywriters need the ability to get their message across in a host of different mediums. Fully revised for today`s practical copywriting requirements, Teach Yourself Copywriting reveals some of advertising`s greatest creative secrets. From planning to implementation, it guides readers step-by-step through copywriting skills for a range of disciplines, including the most up-to-date information on the Internet, radio and TV, business-to-business, public relations, recruitment, and charities. Featured are practical exercises, summaries, and quick tips that allow readers to practice their skills, along with a list of useful addresses. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.

Price: $96.95

Description not available. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.

Price: $55.00

This book aims to be what every marketing manager needs to know about marketing in todays competitive markets. The idea was born out of repeated comme... more »

This book aims to be what every marketing manager needs to know about marketing in todays competitive markets. The idea was born out of repeated comments from IMD clients that there were gaps in the classic literature where innovations in practice had moved ahead of the discipline at an academic level. Each chapter takes a subject that can be defined as being new or relatively new (for instance value chain marketing, marketing through collaboration with customers, and two-way brand building) and illustrates how new thinking has led to innovations in practice. The book is full of examples of real-world companies who have dealt effectively with the emerging issues, and others who have not. Each chapter ends with managerial highlights and actionable summaries. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.

Price: $137.20

This practical, applied book focuses on business planning and the day-to-day issues of running a small business. This book stands out from others thro... more »

This practical, applied book focuses on business planning and the day-to-day issues of running a small business. This book stands out from others through it`s extensive integration of developing a business plan, and specifically through its itegration of Business Plan Pro software (the most popular commercial software package used for business plan development). Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.

Price: $72.64

Marketing Essentials is the top selling book in marketing education because it`s clear, it`s comprehensive, and it gives teachers the support materi... more »

Marketing Essentials is the top selling book in marketing education because it`s clear, it`s comprehensive, and it gives teachers the support materials they need. This popular text has been revised to include chapters on the most current topics in marketing, including e-marketing, marketing ethics, and international and cross-cultural marketing. Your students will get a step-by-step introduction to creating marketing plans, and DECA prep activities that help students feel more confident using the skills they`ve learned. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.

Price: $90.95

Strategic Electronic Marketing takes a systems and relationships approach to exploring e-business marketing. This text addresses the basic principles... more »

Strategic Electronic Marketing takes a systems and relationships approach to exploring e-business marketing. This text addresses the basic principles that underlie marketing and how e-business marketing techniques are fundamentally changing the traditional marketing process. Use this text to prepare students for careers in a rapidly changing environment of dot-com and brick and mortar strategies; non-linear, online, interactive advertising; new product development and distribution processes; and reliance on databases. This text is suitable for both undergraduate and graduate level courses in e-commerce. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.