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Auteur Chris HACKLEY
Documents disponibles écrits par cet auteur (2)
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Qualitative Research in Marketing and Management / Chris HACKLEY / TAYLOR & FRANCIS GROUP (2019)
Titre : Qualitative Research in Marketing and Management : Doing Interpretive Research Projects Type de document : e-book Auteurs : Chris HACKLEY, Auteur Editeur : TAYLOR & FRANCIS GROUP Année de publication : 2019 Importance : 279 p. ISBN/ISSN/EAN : 978-0-429-82280-3 Langues : Anglais (eng) Mots-clés : Management
GESTION DE PROJET ; MARKETING INDUSTRIEL
Résumé : This new edition has been fully updated to include new examples, explorations of the field, and an improved pedagogy with better exposition of key issues and concepts, as well as more schematics and diagrams to aid understanding. The first half of the book considers the practicalities of research and writing a research project, including the craft of academic writing, the critical literature review, the role of the independent research project as part of university courses, suggested projected structures, standards of academic scholarship, and the main techniques for gathering qualitative data. The book's second half deals with abstract concepts and advanced theory by looking at key theoretical traditions that guide the interpretation of qualitative data. It is perfect for advanced undergraduate and postgraduate students of marketing, management, consumer behaviour and research methods. It will also be useful as a primer for practitioners in qualitative research. Nombre d'accès : Illimité En ligne : http://library.ez.neoma-bs.fr/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : Advertising and promotion / Chris HACKLEY / Los Angeles, [Calif.] ; : SAGE (2015)
Titre : Advertising and promotion Type de document : Livre Auteurs : Chris HACKLEY, Auteur ; Rungpaka Amy HACKLEY Mention d'édition : 3rd edition. Editeur : Los Angeles, [Calif.] ; : SAGE Année de publication : 2015 Importance : XVI; 326 p. ISBN/ISSN/EAN : 978-1-4462-8071-3 Prix : 57 EUR Note générale : Bibliogr. p. 305-315. Index. Langues : Anglais (eng) Mots-clés : Management
PUBLICITE ; PROMOTION DES VENTES
Résumé : This textbook introduces the key concepts, methods and issues within advertising and promotion for students taking courses on the subject at universities and colleges.
It offers first-hand examples gathered from leading international advertising agencies and brand campaigns, and it is told from the perspective of the agency to give a fun and creative insider view which helps the reader to think beyond the client position and understand what it might be like working within an ad agency.
The authors draw not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject for those looking to achieve high grades and understand advertising as social phenomenon in addition to its business function and purpose.
New to the third edition: chapter on strategy and creativity
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