Business : Advertising & Promotion

For many years, Commonsense Direct Marketing has enjoyed an unrivalled reputation as 'the authoritative textbook'’, and latterly as 'a definitive mini institute'. The book was first published in 1982, and this new edition upholds the tradition of excellence established in previous editions, with the added bonus of a larger, easy-to-read format. It also includes extensive material on how to use the Internet as a direct marketing tool. more...

Price: $23.20

Marketing based on averages brings average results. This is not good enough in today’s intensely competitive environment. Most companies have the potential for delivering a more powerful and relevant brand proposition. Yet it rarely happens. In this innovative and groundbreaking book Torsten Nilson introduces the concept of the 'customized brand' - how to effectively adapt brands, whether mass-market or niche, to the needs and wishes of individual customers. more...

Price: $60.00

Die markt- und wettbewerbsorientierte Regulierung der Telekommunikation ist seit Jahren wichtiger Gegenstand europ??ischer Richtliniensetzung und nationaler Gesetzgebungen. Die Liberalisierung der europ??ischen Telekommunikationsm??rkte hat zu erheblich ver??nderten Marktstrukturen sowie zu Wachstum gef??hrt. Nun steht erneut eine ??berpr??fung und Weiterentwicklung des europ??ischen Regulierungsrahmens an, bei der die Erfahrungen sowie sich abzeichnende marktliche Ver??nderungen zu ber??cksichtigen sind, um auch in Zukunft eine gute Entwicklung von Infrastrukturen und Diensten im Wettbewerb zu erm??glichen. Dabei ist es hilfreich, Erkenntnisse ??ber den Zusammenhang zwischen Regulierung und Marktentwicklung zu er??rtern und z.B. auch die Frage der Kompetenzverteilung zwischen europ??ischen und nationalen Regulierungsinstitutionen zu diskutieren.Vor diesem Hintergrund hat der M??NCHNER KREIS in Br??ssel mit hochkar??tigen Wissenschaftlern und Experten seine Fachkonferenz durchgef??hrt. Das vorliegende Buch enth??lt die Ergebnisse. more...

Price: $49.95

Linguists who have studied simplified varieties of a given language, such as pidgins or the language of care-givers, have tended to explain similarities in their structure by the fact that they use the same mechanisms of simplification. Bruthiaux tests this idea by looking at the structure of classified ads in American English, using a body of 800 ads from four categories: automobile sales, apartments for rent, help wanted, and personal ads. Bruthiaux's thesis is that strict, uniform constraints on space should result in uniformly simple texts, no matter which category they are in, and that any variation would be due to the particular needs of each category. To prove this he describes the linguistic structure of classified ads, and shows that they are characterized by a minimal degree of morphosyntactic elaboration. He then examines aspects of their conventions to highlight the role of pre-patterned and prefabricated segments whose collocational rigidity may force the inclusion of otherwise dispensable items. He finds that there is indeed significant variation across ad categories in terms of morphosyntactic elaboration, and concludes that this is due to a greater or lesser need to be explicit, as well as a greater or lesser anticipation of interaction. Finally, he examines the implications of these findings for the study of linguistic simplification and register variation.  more...

Price: $65.00

An Adweek Book Master the techniques that top companies use to spark creativity. In today's business environment, gaining the competitive edge through creative and original thinking is a crucial component of brand strategy. Creative leader of advertising Tom Monahan offers a fresh look at the subject, providing hard and fast methods for freeing the mind and inspiring active creativity in oneself and others. His 180-degree Thinking, 100 MPH Method, and other techniques he employs in his creative consulting practice are easy-to-use strategies for unleashing new ideas and facilitating creative product development, advertising, and marketing plans. This book has the added benefit of Monahan's experience of using these methods at A-list client companies. more...

Price: $29.95