The SAGE Handbook of Advertising (eBook, PDF)

Redaktion: Tellis, Gerard J.; Ambler, Tim

• Format: PDF

Produktbeschreibung

'In this era of 'snackable' content which satisfies only in the moment, it's great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners'

- Hamish Pringle, Director General, IPA



'Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us'

- Philip Kotler, Kellogg School of Management



'When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude - with constructive results. Wise agencies will read it before their clients do'

- Sir Martin Sorrell, CEO, WPP



'This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment'

- Lord (Maurice) Saatchi, Chairman, M&C Saatchi



'This magnificent volume captures all we need to know about how advertising works and its context'

- Baroness (Peta) Buscombe, Director General, Advertising Association,

London



Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA.

Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation.

The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.

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Produktdetails

• Verlag: SAGE Publications
• Seitenzahl: 512
• Erscheinungstermin: 21. August 2012
• Englisch
• ISBN-13: 9781446265901
• Artikelnr.: 42154936

Autorenporträt

Gerard J. Tellis Jerry amp; Nancy Neely Chair in American Enterprise. He has a Ph.D. in Business Administration from the University of Michigan (Ann Arbor). His bachelor's degree is in chemistry and his master's is in business administration. Previously he worked as a Sales Development Manager for Johnson amp; Johnson, where he was responsible for brand management, new product introduction and sales staff planning. He joined USC's Marketing Department in 1989 as an associate professor, and was promoted to professor in Spring 1993. Professor Tellis is an expert in advertising amp; promotion, pricing and entry into new markets. He has published widely on these topics in many journals including the Journal of Marketing, Journal of Marketing Research, Journal of Advertising Research, Marketing Science and Sloan Management Review. His research on advertising has been noted in the professional and popular press, both nationally and internationally. He has won several awards for his research and teaching. In particular, he has recently won the Maynard Award for most significant contribution to Marketing thought in the Journal of Marketing, the Odell Award 1998 for best paper in the Journal of Marketing Research, and the Bass Award for best paper in Marketing Science. His recent book, Will and Vision: How Latecomers Grow to Dominate Markets, (co-authored with Peter Golder), was rated by Harvard Business Review as one of the best business books of 2001. He is on the editorial review board of the Journal of Marketing Research . At USC, Professor Tellis teaches courses on Advertising amp; Promotion Strategy, Marketing Models and Philosophy of Marketing Science.