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Содержимое раздела 'Маркетинг. Реклама'

Dictionary of Travel, Tourism and Hospitality

Сентябрь 24th, 2018 · Нет комментариев

Dictionary of Travel, Tourism and Hospitality

Автор:

Категории: Маркетинг. Реклама

Культурный код. Как мы живем, что покупаем и почему

Сентябрь 24th, 2018 · Нет комментариев

Культурный код. Как мы живем, что покупаем и почему

Автор: Клотер Рапай

Цитата По мере того, как мы становимся гражданами этого глобального мирового сообщества, каждый из нас — как и каждый бренд — не должен забывать о местечке, откуда он родом. Клотер Рапай О чем книга Почему у американского джипа фары должны быть круглыми? Почему во Франции идея изготовления сыра из пастеризованного молока обречена на провал? Почему реклама одного и того же товара в Америке, Германии или Франции должна быть разной? Потому что восприятие любой вещи, явления или понятия — будь то машина, еда, отношения между людьми и даже сама страна — восходит к самым ранним детским впечатлениям и откладывается в глубинной части мозга, которая отвечает за выживание. Тайный смысл сложившихся образов в каждой культуре свой. Это своего рода замок, и открывается он с помощью шифра — культурного кода. Изучение культурных кодов привело психолога Клотера Рапая в мир бизнеса, где его знания принесли огромную практическую пользу. Ведущие компании мира используют идеи Рапая при разработке продукции и планировании рекламных кампаний. Основные темы Новейший взгляд на маркетинг: практическая польза изучения культурного кода. Без претензии на научпоп — автор настаивает на собственных разработках. Жареные факты из жизни американцев и французов: чем помогает и мешает культурный код двух наций в повседневной жизни? Как угадать успех рекламной кампании, задавая фокус-группам более чем странные вопросы? Статистические данные опросов на самые разнообразные темы. Для кого эта книга Для специалистов в области маркетинга и рекламы. Кто автор Клотер Рапай — специалист в области маркетинговых исследований. Родился во Франции в 1941 году, затем переехал в Соединенные Штаты. Его интерес к психиатрии и психоанализу вдохновляют его на исследования в области маркетинга. Обладает докторской степенью по социальной психологии в Сорбонне. Первый успешный маркетинговый опыт на международном рынке связан с компанией Nestle. Ключевые понятия Маркетинг; культура; искусство; взаимоотношения; психология. Особенности оформления книги Твердый переплет.

Категории: Маркетинг. Реклама

Common Sense and Common Law for the Environment

Сентябрь 24th, 2018 · Нет комментариев

Common Sense and Common Law for the Environment

Автор:

In this provocative new book, Bruce Yandle explores the relationship between common law and environmental protection, and he discusses how people can limit environmental impact while living in a world of common access. Yandle examines today’s most pressing environmental and natural resource management problems, including water quality, the ozone layer, acid rain, and access to groundwater contained in aquifers. He argues that common sense should dictate the simplest, least costly ways to address the problem of access to limited natural resources. Yandle challenges readers to invent methods for creating wealth by building appropriate institutions and enforcing intelligent laws. This book is essential reading for students and scholars of environmental economics, politics, and law.

Категории: Маркетинг. Реклама

A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century

Сентябрь 23rd, 2018 · Нет комментариев

A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century

Автор:

What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning-and failed-branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

Категории: Маркетинг. Реклама

Marketing Practices of Dairy Products in India

Сентябрь 23rd, 2018 · Нет комментариев

Marketing Practices of Dairy Products in India

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India is the largest producer and consumer of milk and milk products in the world. With rapid economic growth, the demand for milk is expected to increase at a faster pace than supply and the resulting supply-demand gap could reach 40 million tonnes by 2022. This creates competition to the existing dairy firms in a big way in the coming future. Unless, the dairy firms are competitive enough, it cannot sustain in the market for the long time. For this reason, the present study aimed to suggest suitable marketing practices of dairy products by exploring the consumer behaviour in buying dairy products. A questionnaire survey on a convenience sample of 600 respondents was conducted by selecting major towns and villages of Chittoor district in India. The questionnaire consists of consumer demographics, motivational factors in buying dairy products, consumer buying preferences, perception towards packaging and factors influencing to choose organized or unorganized sector. The present study selected two dairy products: milk and ghee, which are regularly purchased by most of the consumers in Chittoor district. The findings suggest various factors that the dairy firms should focus.

Категории: Маркетинг. Реклама

Event as the Promotional Tool of Place Marketing

Сентябрь 23rd, 2018 · Нет комментариев

Event as the Promotional Tool of Place Marketing

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This book presents two concepts – place marketing and event marketing. Theoretical knowledge within these concepts is not widely spread, they are usually examined separately but not together. A lot of companies use event marketing in order to promote their products or services. But what about cities? Can they use events in order to attract more tourists, residents, investors and industries? Can the event be one of the tools for communicating a city image? As an example, this work examines the Finnish city of Mikkeli. Year by year Finnish cities become more and more popular among Russian tourists, investors, universities and employees. Mikkeli is among these cities. But it needs to increase its awareness among Russians and find new ways of attracting them. An event can be one of these ways. The purpose of this work is to get a better understanding of place marketing; how events are used as a promotional tool of place marketing; and, based on the developed theoretical framework, to evaluate the value of place marketing practices to position the city more favorably compared to its rivals, to probe the interests of the potential customers and find the ways of how to attract them.

Категории: Маркетинг. Реклама

Creative Advertising

Сентябрь 22nd, 2018 · Нет комментариев

Creative Advertising

Автор:

What makes an advertisement hard-hitting and memorable? Unravelling the creative processes behind some of the most effective campaigns of recent years, this new edition of Creative Advertising showcases over 200 examples of international advertising from a wide range of media. All brilliantly demonstrate a fascinating range of approaches, including ways of visualizing concepts, the art of illusion and paradox, the use of metaphor and analogy, and the deployment of shock tactics and humour. Entertaining and inspirational, this remains a vital book for all designers, art directors, copywriters and students of advertising in fact, for anyone who makes a living from good ideas and for whom creativity is the key qualification.

Категории: Маркетинг. Реклама

Advertising Today

Сентябрь 22nd, 2018 · Нет комментариев

Advertising Today

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Категории: Маркетинг. Реклама

Marketing Efficiency of Agricultural Cooperatives in Ethiopia

Сентябрь 22nd, 2018 · Нет комментариев

Marketing Efficiency of Agricultural Cooperatives in Ethiopia

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The study is undertaken under the auspicious of Ethiopian Agricultural Research Organization. It deals with the problems of agricultural marketing and the performance made by the primary Agricultural Cooperatives. Primary agricultural cooperatives in Ethiopia are mainly undertaking input and out put marketing in Ethiopia. They are not disbursing any credit to the farmers. This is one of the limitations of primary cooperatives in Ethiopia. Several cooperatives are dealing in coffee also. The cooperatives are starving for funds during procurement times. Government in several regions help them. In general primary cooperatives are doing very useful service to the farmers.In other regions the cooperatives approach commercial banks for funds, which is a bad ethics. Because in Ethiopia Cooperative Banking is yet to develop. The study shows that primary cooperatives are able to compete with the private trades and provide better services to them.

Категории: Маркетинг. Реклама

Williams: How To ?market? Home Health Care Service S (prev.marketing Home Health Care)

Сентябрь 21st, 2018 · Нет комментариев

Williams: How To ?market? Home Health Care Service S   (prev.marketing Home Health Care)

Автор:

Williams: How To ?market? Home Health Care Service S (prev.marketing Home Health Care)

Категории: Маркетинг. Реклама