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Tag: Marketing Communications

International Marketing - 15E

Cateora and Graham’s International Marketing is far and away the best selling text in the field, with a pioneering approach to making the material accessible and relevant that has become the standard by which other books are judged.

Providing a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics, Cateora helps students to see the cultural and environmental uniqueness of any nation or region.

The 15th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.

Book Details:

Hardcover: 742 pages

Publisher: McGraw-Hill/Irwin; 15th Edition (September 24, 2010)

Language: English

Author: Philip Cateora, Mary Gilly and John Graham

Category: Business Books, International Marketing Books

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I Need a Killer Press Release - Now What??

If you are a small to mid-size business owner who wants to understand online news promotion, or work for a PR firm who wants to add online optimization and SEO to your press releases, this book is written for you.

Learn to identify trends and find local angles that will capture both journalist attention and deliver online visibility. ‘I Need a Killer Press Release–Now What???’ is filled with useful links and examples for online publicity. You will learn how to:

Book Details:

Paperback: 158 pages

Publisher: Happy About (September 8, 2009)

Language: English

Author: Janet Meiners Thaeler (Author), Jason Alba (Editor)

Category: Business Books, Public Relations Books

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Planning and Managing Public Relations Campaigns

Getting a public relations campaign or program off the ground can seem an overwhelming task. But, as with any project, the secret of success lies in good planning and effective management.

This fully updated third edition of Planning and Managing Public Relations Campaigns provides a blueprint for all practitioners. With examples and case studies ranging from The Olympic Bid to manage the ongoing development of the a program in a structured way to benefit both the organization and its clients.

Practical and easy to read, this book demonstrates a 12-point plan for ensuring success and covers many vital areas including: the role of public relations in organizations; the importance of context; research and analysis; communication theory; setting objectives; publics and content; strategy and tactics; timescales and resources; evaluation and review.

Book Details:

Paperback: 200 pages

Publisher: Kogan Page; Third Edition (July 28, 2010)

Language: English

Author: Anne Gregory

Category: Business Books, Public Relations Books

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The Dentsu Way - Secrets of Cross Switch Marketing

Gain broader, more meaningful customer involvement and penetrate more deeply than ever into your market by following the Dentsu Way.

For over 100 years, Dentsu has spearheaded marketing innovation around the world. In The Dentsu Way, two of the company’s highest-level executives reveal the organization’s groundbreaking strategy for meeting the challenges of today’s fragmented media landscape, populated by consumers who are increasingly selective about where, when, and how they retrieve information.

Today, Dentsu is employing a new model to promote a fresh way of thinking about marketing and remove the guesswork from the decision-making processes. That model is called Cross Switch.

The Dentsu Way provides a comprehensive description of Cross Switch and explains how you can use it to create “scenarios” to move targets and capture their hearts through appropriately calculated Contact Points.

Book Details:

Hardcover: 320 pages

Publisher: McGraw-Hill; 1 edition (November 22, 2010)

Language: English

Author: Kotaro Sugiyama and Tim Andree

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Strategic Integrated Marketing Communications

This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial needs to pursue IMC budgets- i.e. the share of the internal pie is more important than the external impact.

Book Details:

Paperback: 328 pages

Publisher: Butterworth-Heinemann (May 9, 2008)

Language: English

Author: Larry Percy

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