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AdvancedTitles October-December 2012

Business& Economics – page2

SocialSciences–page 11

Science,Technical & Medical– page 16

Business &Economics

ContemporaryAdvertising 14e

WilliamArens, Michael Weigold, Christian Arens

PubDate: OCTOBER 2012

ISBN: 9780071220606

PreviousEdition ISBN: 9780071220606

Format:Paperback

SubjectArea: Advertising & Promotion

Pages:736

UKPrice: 46.99

€uroPrice: 59.95

SA$Price: 42.50
Overview

ContemporaryAdvertisingis known for its current examples, real-world experiences and clearwriting style. Taking a comprehensive view of the industry, Arenspresents advertising from the creative stand-point and draws from hisown experience to lend life to the examples. This edition continuesto address the importance of Integrated Marketing Communications(IMC) in the field of Advertising and how it impacts advertisingstrategy through featured examples of IMC campaigns.

Features

Award-Winning Graphic Design recently enhanced with a striking new interior color palette.
To capture and hold student interest, each chapter begins with a story. Written in a warm, narrative style, each vignette depicts a real life situation.
Features engaging case studies: including how the campaign of President Barack Obama portends enormous changes for the way advertising is practiced.
Each of the 18 chapters features beautiful full-color illustrations of recent award-winning ads, commercials, and campaigns that demonstrate the best in the business.

Tableof Contents

Part One Advertising Perspectives
1. What is Advertising Today?
2. The Evolution of Advertising
3. The Economic, Social, and Regulatory Aspects of Advertising
4. The Scope of Advertising: From Local to Global

Part Two Crafting Marketing and Advertising Strategies
5. Marketing and Consumer Behavior: The Foundations of Advertising
6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
7. Research: Gathering Information for Advertising Planning
8. Marketing and Advertising Planning
9. Planning Media Strategy: Finding Links to the Market

Part Three Creating Advertisements and Commercials
10. Creative Strategy and the Creative Process
11. Creative Execution: Art and Copy
12. Producing Ads for Print, Electronic, and Digital Media

Part Four Using Advertising Media
13. Using Print Media
14. Using Electronic Media: Television and Radio
15. Using Digital Interactive Media
16. Using Out-of-Home, Exhibitive, and Supplementary Media

Part Five Integrating Advertising
17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Corporate Communication 6e

Paul Argenti

Pub Date: DECEMBER 2012

ISBN: 9780071326155

Previous Edition ISBN: 9780071276153

Format: Paperback

Subject Area: Business Comms/Technical Writing

Pages: 288

UK Price: 47.99

€uro Price: 60.95

SA$ Price: 39.75

Overview

Corporate Communication, 6th Edition shows the importance of creating a coordinated corporate communication system, and describes how organizations benefit from important strategies and tools to stay ahead of the competition. Throughout the book, cases and examples of company situations relate to the chapter material. These cases provide readers with the opportunity to participate in real decisions that managers had to make on a variety of real problems.

Features

Corporate Communication is perfect for general management students at both the senior undergraduate and MBA levels.
Each chapter has been revised to illustrate the latest economic, social, political and corporate trends.
Includes an in-depth analysis of the Occupy Movement and the Credit Crisis.
Expanded coverage of crisis communication and the history of communication theory.
Current technologies such as social media and digital communications are shown to shape the communication process.
The book has a managerial tone, making it appropriate for students at all levels of education and interest in the field.
New Cases and Case Questions have been added to reinforce essential material.

Table of Contents

1: The Changing Environment for Business Case: Google, Inc.

2: Communicating Strategically Case: Galen Healthcare System

3: An Overview of the Corporate Communication Function Case: Sweet Leaf Tea*

4: Identity, Image, Reputation, and Corporate Advertising Case: Jet Blue’ Airways: Regaining Altitude

5: Corporate Responsibility Case: Starbuck’s Coffee Company

6: Media Relations Case: Adolph Coors Company

7: Internal Communications Case: Westwood Publishing

8: Investor Relations Case: Steelcase, Inc.

9: Government Relations Case: Disney’s America Them Park: The Third Battle of Bull Run

10: Crisis Communication Case: Coca-Cola India

Economics for Business 4e

David Begg, Damian Ward

Pub Date: NOVEMBER 2012

ISBN: 9780077139452

Previous Edition ISBN: 9780077124731

Format: Paperback

Subject Area: Business Economics

Pages: 560

UK Price: 49.99

€uro Price: 61.95

SA$ Price: 38.95

Overview

Economics for Business, 4th edition, is an essential introduction to economics, tailor-made for business students. The text demonstrates the relevance of applying economic principles to solve business problems and equips students with the tools to confront real business situations. Key economic theories are clearly explained within the context of modern business, drawing on a wealth of contemporary examples to bring the topics to life.

Features

Fully updated international examples and cases allow students to engage with topics in a relevant context.
New coverage of the credit crunch and Eurozone crisis.
A clear, engaging writing style, along with a range of learning features, helps students to learn and revise material quickly.
Revised and expanded business applications focus on applying difficult economic theories through real-world examples.
End of chapter questions and extensive online support provide students and lecturers with a plethora of revision and classroom material.

Table of Contents

Section 1 – Introduction
1. Economics for Business

Section 2 – Understanding Markets
2. Consumers in the marketplace
3. Firms in the marketplace
4. Markets in action

Section 3 – Competition and profitability
5. Market Structure and firm performance
6. Strategic rivalry
7. Growth strategies
8. Governing business

Section 4 – Domestic Macroeconomics
9. Introduction to the macroeconomy
10. Measuring macroeconomic variables and policy issues
11. Expenditure and fiscal policy
12. Money, banking and interest
13. Inflation, output and economic policy
14. Supply side policies and economic growth
Section 5 – Global economics<