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The advertising concept book : think now, design later : a complete guide to creative ideas, strategies and campaigns : 3rd ed.

Tác giả: Pete Barry

Structured to provide both a complete course on advertising and a quick reference on specific industry topics, this book covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. This ...

Social media marketing : a strategic approach : 3e

Tác giả: Debra L. Zahay [et.al]

This edition delves deeper into using content marketing, while new chapters address managing today's digital marketing organization and using paid advertising and social media influencers. A step-by-step planning model leads you through creating an actual social media marketing plan. You also learn ...

Services marketing : intergrating customer focus across the firm : 8th ed.

Tác giả: Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler, Martin Mende

Part 1. Foundations for service marketing. Part 2. Focus on the customer. Part 3. Understanding customer requirements. Part 4. Aligning service design and standards. Part 5. Dlivering and performing service. Part 6. Managing service promises. Part 7. Service trends: AI, robotics and the bottom line.

Services marketing : people, technology, strategy : 9th ed.

Tác giả: Jochen Wirtz, Christopher Lovelock

Part 1. Understanding service products, markets and customers. Part 2. Applying the 4 PS of marketing to services. Part 3. Managing the customer interface. Part 4. Developing customer relationships. Part 5. Striving for service excellence. Part 6. Case studies.

Global marketing : 10th ed.

Tác giả: Mark C. Green, Warren J. Keegan

Contents: Part 1. Introduction. Part 2. The global marketing environment. Part 3. Approaching global markets. Part 4. The global marketing mix. Part 5. Strategy and leadership in the twenty-first century.