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Auteur Leslie BUTTERFIELD |
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Titre : AdValue : twenty ways advertising works for business Type de document : e-book Auteurs : Leslie BUTTERFIELD ; INSTITUTE OF PRACTITIONERS IN ADVERTISING. ; NETLIBRARY, INC. Editeur : Oxford : BUTTERWORTH-HEINEMANN Année de publication : 2003 Importance : xxvi, 224 p. : Présentation : ill. ; Format : 24 cm. Note générale : "Published in association with the Institute of Practitioners in Advertising."
Includes bibliographical references and index.
Electronic reproduction.. Boulder, Colo. :, 2004.Langues : Anglais (eng) Note de contenu : How advertising impacts on profitability / Leslie Butterfield -- How advertising impacts on share price / James Gregory -- Advertising and profitability : the long-term returns / Marilyn Baxter -- How advertising affects shareholder value / Leslie Butterfield -- How advertising drives sales and profits / John Philip Jones -- How advertising impacts the sales process / Peter Field -- How advertising motivates the workforce / Johnny Hornby -- How online advertising can produce measurable business effects / Charlie Dobres -- Advertising during a recession / Alex Biel and Stephen King -- The evolution of our thinking about 'how advertising works' / Tim Broadbent -- How advertising affects customer loyalty / Andrew Crosthwaite -- Long-term profitability : advertising versus sales promotion / Alex Biel -- How advertising works in the total communications mix / Malcolm White -- How better media strategy leads to greater business success / Will Collin -- Tangible demonstrations of the advertising contribution / Chris Baker -- The advertising contribution to brand preference / John Bartle -- How advertising affects brand value / Simon Cole -- Advertising and the long-term success of the premium band / Stephan Buck -- How advertising works for corporate brands / Hamish Pringle -- Advertising and the non-conventional brand / Leslie Butterfield. Nombre d'accès : 2 En ligne : http://search.ebscohost.com.library.ez.neoma-bs.fr/login.aspx?direct=true&db=nle [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=135937
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