| 紀錄類型: |
書目-電子資源
: Monograph/item
|
| 正題名/作者: |
AdValue/ edited by Leslie Butterfield. |
| 其他題名: |
twenty ways advertising works for business / |
| 其他題名: |
Ad value |
| 其他作者: |
Butterfield, Leslie, |
| 出版者: |
Oxford ;Butterworth-Heinemann, : 2003., |
| 面頁冊數: |
xxvi, 224 p. :ill. ;24 cm. |
| 附註: |
"Published in association with the Institute of Practitioners in Advertising." |
| 內容註: |
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. |
| 標題: |
Advertising - Brand name products. - |
| 電子資源: |
https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=104763An electronic book accessible through the World Wide Web; click for information |
| ISBN: |
141750725X (electronic bk.) |