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Advertising & Promotion

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  • Email Marketing in a Digital Worldby Richard C. Hanna; Scott D. Swain; Jason Smith

    Business Expert Press 2015; US$ 29.95

    Despite annual predictions of its demise, email marketing remains one of the most important tools for businesses and other organizations. The reason is simple. Other communication tools, including social and digital media channels, cannot duplicate or recreate the unique capabilities of email marketing. This book is for those who wish to learn more... more...

  • Strategic Social Mediaby L. Meghan Mahoney; Tang Tang

    Wiley 2016; US$ 44.95 US$ 38.96

    Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals. Explores the best marketing practices for reaching business goals, while also... more...

  • R U #SoLoMo Ready?by Stavros Papakonstantinidis; Athanasios Poulis; Prokopis Theodoridis

    Business Expert Press 2016; US$ 29.95

    In today?s highly cluttered digital marketing environment there is a great need for marketers to fully comprehend a new breed of consumers. This book introduces the rising trend of SoLoMo consumers who embrace an omnichannel marketing approach. Consumers are rapidly moving between channels and platforms, which is why marketers are finding it so difficult... more...

  • Fostering Brand Community Through Social Mediaby William F. Jr. Humphrey; Debra A. Laverie; Shannon B. Rinaldo

    Business Expert Press 2016; US$ 29.95

    This book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteristics, relational factors, and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Furthermore, the authors discuss... more...

  • Social Media Marketingby Emi Moriuchi

    Business Expert Press 2016; US$ 29.95

    With the introduction of the Internet, consumers are relying heavily on the media for content. The popularity of consumer-generated content (CGC) has captured the consumer (i.e., user) as the producer, which has cause a power shift in the market from the companies to the consumers. When technology is paired with culture, it is inevitable that consumers... more...

  • "Capitalist Realism? in Africa Realities and Myths in Advertisingby Emmanuel C. Alozie

    Bentham Science Publisher Ltd 2015; US$ 29.00

    ?Capitalist Realism? in Africa: Realities and Myths in Advertising is a multifaceted analysis of the role of advertising in the national development of Nigeria, and by extension, other African Nations. The book examines the unique political, cultural and religious systems that create the context for advertising in African countries and describes the... more...

  • #Shareby Natalie T. Wood; Caroline K. Muņoz

    Business Expert Press 2017; US$ 19.95

    Each day, millions of consumers venture online to search and exchange product information and to seek out and share opinions. Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries (King, Racherla, and Bush 2014). A significant portion of eWOM occurs on social media platforms. Whether... more...

  • Hey, Whipple, Squeeze Thisby Luke Sullivan; Edward Boches

    Wiley 2016; US$ 25.00 US$ 21.99

    The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This  has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving,... more...

  • Counterintuitive Marketingby Peter C. Krieg; Kevin J. Clancy

    Free Press 2001; US$ 23.95

    Why does American business seem to sputter along where it ought to thrive? What is the source of the current plague of downsizing, disappearing companies, dot-com crashes, and here-today-gone-tomorrow advertising campaigns? Why do more products flop than ever before? Marketing experts Kevin J. Clancy and Peter C. Krieg have the answers. In Counterintuitive... more...

  • The 22 Immutable Laws of Marketingby Al Ries; Jack Trout

    HarperCollins 2009; US$ 11.99

    Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing. more...