Kellogg on Advertising and Media

商家名称	信用等级	购买信息	订购本书
		Kellogg on Advertising and Media
		Kellogg on Advertising and Media

基本信息·出版社：Wiley
·页码：304 页
·出版日期：2008年04月
·ISBN：0470119861
·条形码：9780470119860
·装帧：精装
·正文语种：英语
·外文书名：公司的广告宣传与媒体

内容简介 在线阅读本书

In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate.
作者简介 Bobby J. Calder is the Charles H. Kellstadt Distinguished Professor of Marketing at the Kellogg School of Management at Northwestern University. He has worked as a consultant to many major corporate clients, and has taught at the Wharton School, University of Pennsylvania, and at the University of Illinois. He is a graduate of the University of North Carolina and coeditor of Kellogg on Integrated Marketing (Wiley).
专业书评 Kellogg on Advertising & Media

Marketing faces serious and disruptive changes, including the loss of mass audiences, the decline of broadcast television advertising, and the increased role of online advertising. But the changing world of advertising and media is also full of exciting new ways to reach consumers. Based on the latest research and contributions from world-renowned Kellogg marketing professors, plus insights from leading executives, Kellogg on Advertising and Media explains how marketers can effectively advertise in the new reality. You'll hear from star faculty and industry-leading practitioners including:

Bobby Calder and Edward Malthouse on the impact of brand and media engagement

Claudio Marcus (Visible World) on digital technology and customized advertising

Michael Schreiber (NBC Universal) on interactive television and the future of TV advertising

James Webster on new trends in audience measurement

Scott Berg (Hewlett-Packard) on advertising in the new media world

Angela Lee on advertising strategy and the unconscious mind

Julie Roehm, formerly of Wal-Mart, on marketing innovation and organizational change

Richard Kolsky and Bobby Calder on integrating advertising and media content

Clarke Caywood on the future of public relations

James Newcomb (Boeing) on linking sales to marketing in B-to-B companies

Michelle Roehm and Alice Tybout on crisis management and damage control

Daniel Diermeier on company reputation and monitoring the media

Charles Spinosa, David LeBrocquy (Vision Consulting), and Bobby Calder on using employee communication with customers to support an advertising strategy

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