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 |