Marketing

This volume explores 100 major marketing strategies for some of the top global and emerging brands from 2011-2012. Entries will profile major product/service, mobile app, social media, brand development, packaging, and television strategies amongst other types. Each essay provides a situation analysis, information on the target market, marketing strategy & tactics, and the outcome.

Featuring nearly 600 extensively illustrated entries, providing detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory.

This reference looks at 500 major marketing and advertising campaigns of the 20th century from a historical perspective and several related initiatives of earlier years that developed the basis for present day advertising.

A quick-access reference to every essential media related term and concept, providing valuable, dictionary-like coverage of key terminology and concepts for media planning, media buying, and media research.

With over 4000 entries, including key terms and concepts covering advertising, sales promotion, public relations, direct marketing, personal selling and e-marketing, this text reflects the changing dynamics of the marketing profession.

Clearly defines terms commonly used in all parts of the retail industry, from retail advertising to merchandising and displays. Global terms used in the retailing industry, including descriptions of retail market structures of countries around the world, are covered.