Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the ma...

Strategies for binding customers to an organization--by determining the information they want and giving it to themIn 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications. InIMC--The Next Generation, Schultz offers a refined and updated approach to the IMC model, one that goes beyond the messages an organization chooses to send to encompass the ...

Born into the cold, crushing tyranny of the Andromeda galaxy, Valer has risen from the shadows of servitude to become the fierce leader of an underground human rebellion. To the ruthless reptilian masters who rule her world, humanity is merely property. To the resistance, Valer is the beacon of hope. But defiance has a steep price, and a failed operation leaves her cornered, facing certain execution.Then, the impossible happens.An outsider crashes into her world—Hank, a bras...

ResetBefore the collapse, the world was a temperate garden, protected by a global canopy that defied the extremes of the poles. But when the canopy fell, humanity lost its history along with its climate.RESET follows the terrifying descent from the pinnacle of advanced knowledge back to the primitive struggle of the Stone Age, and the grueling, century-long journey to reclaim a lost legacy. From the heights of modern engineering to the dawn of a new era, the ultimate question...

The author of Eerie Florida shares more dark tales from across the Sunshine State in this illustrated guide to local legends and haunted sites.Author Mark Muncy and photographer Kari Schultz have crisscrossed Florida from Key West to the Emerald Coast, hunting down stories of ghosts and reports of paranormal activity. Their previous books, Eerie Florida and Freaky Florida provided armchair explorer and amateur ghost hunters a literal road...

Retailing has changed rapidly in recent years with the pandemic accelerating the long-term growth of e-commerce. Drawing on a unique data set drawn from hundreds of thousands of interviews over almost two decades, this book takes a close look at changes in consumers’ shopping preferences, behaviors, and influences.Across a range of topics, the authors argue that the rise of e-commerce has coincided with a decline in consumer preferences—what people buy and where they buy it. This p...

The era of "big data" has revolutionized many industries—including advertising. This is a valuable resource that supplies current, authoritative, and inspiring information about—and examples of—current and forward-looking theories and practices in advertising.The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era supplies a breadth of information on the theories and practices of new advertising, from its orig...

Featuring 4 reports and 25 personal essays from diverse voices—both straight and gay—representing U.S. Marine Corps, Army, Navy, and Air Force veterans and service members, this anthology examines the impact of “Don’t Ask, Don’t Tell” and its repeal on 20 September 2011 in order to benefit policy makers, historians, researchers, and general readers. Topics include lessons from foreign militaries*,* serving while openly gay, women at war, returning to duty, marching forward after repeal, an...

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix.Providing a one-stop reference for a...

This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers hav...