Re-issuing 40 volumes from 1960 - 1999 this set covers the growth of this important sub-discipline of Business Studies.Volumes authored by specialists in marketing from across the globe discuss diverse topics such as:
Edited
By J. George Frederick
December 09, 2015
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 ...
By Nigel Linacre
January 20, 2016
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 ...
By John Winkler
December 18, 2015
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 ...
By Floyd Y. Keeler, Albert E. Haase
December 18, 2015
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 ...
By Vic Markham
December 17, 2015
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....
By Jack Grumbridge
December 09, 2015
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 ...
Edited
By Geoffrey Jones, Nicholas J. Morgan
November 24, 2015
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 ...
By Gordon Foxall
November 24, 2015
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 ...
By R. Bigelow Lockwood
November 24, 2015
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...
By Nicholas Stacey, Aubrey Wilson
November 24, 2015
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...
By David F. Midgley
November 24, 2015
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 ...
By Nigel Piercy, Martin Evans
November 24, 2015
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 ...