Kellogg on Advertising and Media The Kellogg School of Management
28,99 €
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Lieferung nach Hause
Beschreibung
Details
Einband
Gebundene Ausgabe
Erscheinungsdatum
01.04.2008
Herausgeber
Bobby J. CalderVerlag
John Wiley & SonsSeitenzahl
304
Maße (L/B/H)
22,8/16,1/2,7 cm
Gewicht
494 g
Auflage
1. Auflage
Sprache
Englisch
ISBN
978-0-470-11986-0
Kellogg on Advertising & Media
Marketing faces serious and disruptive changes, including the loss of mass audiences, the decline of broadcast television advertising, and the increased role of online advertising. But the changing world of advertising and media is also full of exciting new ways to reach consumers. Based on the latest research and contributions from world-renowned Kellogg marketing professors, plus insights from leading executives, Kellogg on Advertising and Media explains how marketers can effectively advertise in the new reality. You'll hear from star faculty and industry-leading practitioners including:
*
Bobby Calder and Edward Malthouse on the impact of brand and media engagement
*
Claudio Marcus (Visible World) on digital technology and customized advertising
*
Michael Schreiber (NBC Universal) on interactive television and the future of TV advertising
*
James Webster on new trends in audience measurement
*
Scott Berg (Hewlett-Packard) on advertising in the new media world
*
Angela Lee on advertising strategy and the unconscious mind
*
Julie Roehm, formerly of Wal-Mart, on marketing innovation and organizational change
*
Richard Kolsky and Bobby Calder on integrating advertising and media content
*
Clarke Caywood on the future of public relations
*
James Newcomb (Boeing) on linking sales to marketing in B-to-B companies
*
Michelle Roehm and Alice Tybout on crisis management and damage control
*
Daniel Diermeier on company reputation and monitoring the media
*
Charles Spinosa, David LeBrocquy (Vision Consulting), and Bobby Calder on using employee communication with customers to support an advertising strategy
Marketing faces serious and disruptive changes, including the loss of mass audiences, the decline of broadcast television advertising, and the increased role of online advertising. But the changing world of advertising and media is also full of exciting new ways to reach consumers. Based on the latest research and contributions from world-renowned Kellogg marketing professors, plus insights from leading executives, Kellogg on Advertising and Media explains how marketers can effectively advertise in the new reality. You'll hear from star faculty and industry-leading practitioners including:
*
Bobby Calder and Edward Malthouse on the impact of brand and media engagement
*
Claudio Marcus (Visible World) on digital technology and customized advertising
*
Michael Schreiber (NBC Universal) on interactive television and the future of TV advertising
*
James Webster on new trends in audience measurement
*
Scott Berg (Hewlett-Packard) on advertising in the new media world
*
Angela Lee on advertising strategy and the unconscious mind
*
Julie Roehm, formerly of Wal-Mart, on marketing innovation and organizational change
*
Richard Kolsky and Bobby Calder on integrating advertising and media content
*
Clarke Caywood on the future of public relations
*
James Newcomb (Boeing) on linking sales to marketing in B-to-B companies
*
Michelle Roehm and Alice Tybout on crisis management and damage control
*
Daniel Diermeier on company reputation and monitoring the media
*
Charles Spinosa, David LeBrocquy (Vision Consulting), and Bobby Calder on using employee communication with customers to support an advertising strategy
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