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The Handbook of Strategic Public Relations and ...
72,14 € *
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Praise for The Handbook of Strategic Public Relations and Integrated Marketing Communications "The second edition of the Handbook of Strategic Public Relations and Integrated Marketing Communications is very impressive in its coverage of trends, tools, industries, and challenges. Every marketer needs to have a copy."-Philip Kotler, Kellogg School of Management, Northwestern University, author of Marketing 3.0M "The massively updated Handbook of Strategic Public Relations and Integrated Marketing Communications is the go to source for an overview of the fast changing field of PR and the central role it plays in marketing. An easy to read mélange of case studies from a wide variety of industries, commentaries on trends in the field, and insights on the links between theory and practice, it guides the reader through an increasingly complex-and ubiquitous-discipline."-Jerry Swerling, Professor and Director of Public Relations Studies, and Director of Strategic Communication, PR Center, Annenberg School for Communication and Journalism, University of Southern California"The Handbook is a fresh look at strategic public relations with great insights from top public relations professionals. Invaluable advice and a must read for all PR practitioners."-Jane Ostrander, Vice President, Global Communications, TennecoThe definitive guide to PR and communications-updated with the newest social media and brand-reputation tools and techniquesThe most authoritative, comprehensive resource of its kind, The Handbook of Strategic Public Relations and Integrated Marketing Communications , Second Edition, is a gathering of 70 of the brightest, most influential figures in the field. It includes 27 new chapters as well as 44 new authors addressing the major changes in the field since the last edition: the use of social media in business, demanding and growing stakeholder relationships and a new era of openness and transparency to protect reputations and brands and to prevent crises.Providing best practices for 28 key industries, the handbook is conveniently organized into thematic sections:Introduction to Public Relations and Integrated Communications- research, history, law and ethicsStakeholder Leadership in Public Relations- crisis management, employees, investors, consumers, press, corporate philanthropy and digital communitiesCurrent and Continuing Issues in Public Relations- business sustainability, environmental communications, and reputation and brand managementIndustries and Organizations: Business-to-Consumer and Business-to-Business- automotive, aviation, insurance, hospitality, healthcare, consulting, financial, food, law and energyEach section highlights specific case studies and examples to illuminate exactly how to plan and execute different methods for optimum results. The book concludes with a section on the future of the industry-developing issues, trends and roles of public relations and integrated communications.Use The Handbook of Strategic Public Relations and Integrated Marketing Communications to position your company, your brand and yourself for success for many years to come.

Anbieter: Dodax
Stand: 17.02.2020
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Valuation, Hedging and Speculation in Competiti...
263,00 CHF *
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The challenges facing participants in competitive electricity markets are staggering: high price volatility introduces significant financial risk into an industry accustomed to guaranteed rates of return, while illiquid forward markets prevent effective hedging strategies from being implemented. br/ emValuation, Hedging and Speculation in Competitive Electricity Markets:/em emA Fundamental Approach/em, examines the unique properties which separate electricity from other traded commodities, including the lack of economical storage, and the impact of a scarce transmission network. The authors trace the sources of uncertainties in the price of electricity to underlying physical and economic processes, and incorporate these into a bid-based model for electricity spot and forward prices. They also illustrate how insufficient market data can be circumvented by using a combination of price and load data in the marking- to-market process. br/ The model is applied to three classes of problems central to the operation of any electric utility or power marketer; valuing generation assets, formulating dynamic hedging strategies for load serving obligations, and pricing transmission contracts and locational spread options. Emphasis is placed on the difference between trades which can be 'booked out' in the forward markets, and those which must be carried through to delivery.br/ Lately, significant attention has been given to the role of regulators in mitigating excessive price levels in electricity markets. The authors conduct a quantitative analysis of the long-term effects of regulatory intervention through the use of price caps. By modeling the dynamic interplay between the observed price levels and the decision to invest in new generation assets, it is shown how such short term fixes can lead to long term deficits in the available generation capacity, and ultimately to market failures and blackouts.

Anbieter: Orell Fuessli CH
Stand: 17.02.2020
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Consuming Life
29,90 CHF *
zzgl. 3,50 CHF Versand

With the advent of liquid modernity, the society of producers is transformed into a society of consumers. In this new consumer society, individuals become simultaneously the promoters of commodities and the commodities they promote. They are, at one and the same time, the merchandise and the marketer, the goods and the travelling salespeople. They all inhabit the same social space that is customarily described by the term the market. The test they need to pass in order to acquire the social prizes they covet requires them to recast themselves as products capable of drawing attention to themselves. This subtle and pervasive transformation of consumers into commodities is the most important feature of the society of consumers. It is the hidden truth, the deepest and most closely guarded secret, of the consumer society in which we now live. In this new book Zygmunt Bauman examines the impact of consumerist attitudes and patterns of conduct on various apparently unconnected aspects of social life politics and democracy, social divisions and stratification, communities and partnerships, identity building, the production and use of knowledge, and value preferences. The invasion and colonization of the web of human relations by the worldviews and behavioural patterns inspired and shaped by commodity markets, and the sources of resentment, dissent and occasional resistance to the occupying forces, are the central themes of this brilliant new book by one of the worlds most original and insightful social thinkers.

Anbieter: Orell Fuessli CH
Stand: 17.02.2020
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Consuming Life
86,90 CHF *
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With the advent of liquid modernity, the society of producers is transformed into a society of consumers. In this new consumer society, individuals become simultaneously the promoters of commodities and the commodities they promote. They are, at one and the same time, the merchandise and the marketer, the goods and the travelling salespeople. They all inhabit the same social space that is customarily described by the term the market. The test they need to pass in order to acquire the social prizes they covet requires them to recast themselves as products capable of drawing attention to themselves. This subtle and pervasive transformation of consumers into commodities is the most important feature of the society of consumers. It is the hidden truth, the deepest and most closely guarded secret, of the consumer society in which we now live. In this new book Zygmunt Bauman examines the impact of consumerist attitudes and patterns of conduct on various apparently unconnected aspects of social life politics and democracy, social divisions and stratification, communities and partnerships, identity building, the production and use of knowledge, and value preferences. The invasion and colonization of the web of human relations by the worldviews and behavioural patterns inspired and shaped by commodity markets, and the sources of resentment, dissent and occasional resistance to the occupying forces, are the central themes of this brilliant new book by one of the worlds most original and insightful social thinkers.

Anbieter: Orell Fuessli CH
Stand: 17.02.2020
Zum Angebot
Sports Public Relations
69,90 CHF *
ggf. zzgl. Versand

'Recognizing and emphasizing business and sociocultural influences, this is a timely and unique examination of public relations in the sport industry. Along with providing a broad and well-researched theoretical foundation, L'Etang embeds throughout the text relevant examples and strategic applications of Sports PR in practice.' - Paul M. Pedersen, Indiana University 'A cleverly integrated and dynamic text, Sports Public Relations offers incisive PR guidance for navigating sport's vast industrial scale, intractable social impact, turbulent political arena, and insatiable entertainment appetite. This cutting-edge text tackles the sport mediascape with originality and poise, ensuring it will quickly become a must-read for any PR-savvy sport marketer.' - Aaron Smith, RMIT University Sport is one of the world's major businesses but it is also entertainment, celebrity, fandom and social cohesion, forming a central aspect of culture and communication. Public relations is part of the process at all levels, whether handling major sponsorship and media rights deals, events, promoting stars or increasing participation. This book: Explains how PR issues arise for sport and sports business and how PR approaches and thinking may be used to solve them. Shows how and when the sports industry needs PR experts. Explores the connection between strategy and communication as they apply to sport and PR. Teaches students strategic and critical thinking essential for PR work. Sports Public Relations is an essential guide for students in PR, sport studies, sport marketing and sport communication.

Anbieter: Orell Fuessli CH
Stand: 17.02.2020
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Marketing in the Age of Google
31,90 CHF *
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Search has changed everything. Has your business harnessed its full potential? A business's search strategy can have a dramatic impact on how consumers interact with that business. But even more importantly, search engine activity provides amazingly useful data about customer behavior, needs, and motivations. In this non-technical book for executives, business owners, and marketers, search engine strategy guru Vanessa Fox--who created Google's portal for site owners, Google Webmaster Central--explains what every marketer or business owner needs to understand about search rankings, search data, comprehensive search strategies, and integrating your strategy into the businesses processes. * Updated statistics, tools, and recommendations * Details about the latest changes from Google, Bing, and the overall search landscape * Explanation and recommendations related to Google's substantial new search algorithm, know as 'Panda' * Discussion of the changing landscape of the integration of search and social media, including the addition of Google+ to the mix Traditional marketing isn't enough anymore. Businesses need to evolve as customer behavior evolves. Marketing in the Age of Google shows you how.

Anbieter: Orell Fuessli CH
Stand: 17.02.2020
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Sports Public Relations
40,90 CHF *
ggf. zzgl. Versand

'Recognizing and emphasizing business and sociocultural influences, this is a timely and unique examination of public relations in the sport industry. Along with providing a broad and well-researched theoretical foundation, L'Etang embeds throughout the text relevant examples and strategic applications of Sports PR in practice.' - Paul M. Pedersen, Indiana University 'A cleverly integrated and dynamic text, Sports Public Relations offers incisive PR guidance for navigating sport's vast industrial scale, intractable social impact, turbulent political arena, and insatiable entertainment appetite. This cutting-edge text tackles the sport mediascape with originality and poise, ensuring it will quickly become a must-read for any PR-savvy sport marketer.' - Aaron Smith, RMIT University Sport is one of the world's major businesses but it is also entertainment, celebrity, fandom and social cohesion, forming a central aspect of culture and communication. Public relations is part of the process at all levels, whether handling major sponsorship and media rights deals, events, promoting stars or increasing participation. This book: Explains how PR issues arise for sport and sports business and how PR approaches and thinking may be used to solve them. Shows how and when the sports industry needs PR experts. Explores the connection between strategy and communication as they apply to sport and PR. Teaches students strategic and critical thinking essential for PR work. Sports Public Relations is an essential guide for students in PR, sport studies, sport marketing and sport communication.

Anbieter: Orell Fuessli CH
Stand: 17.02.2020
Zum Angebot
Consuming Life
18,00 CHF *
ggf. zzgl. Versand

With the advent of liquid modernity, the society of producers is transformed into a society of consumers. In this new consumer society, individuals become simultaneously the promoters of commodities and the commodities they promote. They are, at one and the same time, the merchandise and the marketer, the goods and the travelling salespeople. They all inhabit the same social space that is customarily described by the term the market. The test they need to pass in order to acquire the social prizes they covet requires them to recast themselves as products capable of drawing attention to themselves. This subtle and pervasive transformation of consumers into commodities is the most important feature of the society of consumers. It is the hidden truth, the deepest and most closely guarded secret, of the consumer society in which we now live. In this new book Zygmunt Bauman examines the impact of consumerist attitudes and patterns of conduct on various apparently unconnected aspects of social life politics and democracy, social divisions and stratification, communities and partnerships, identity building, the production and use of knowledge, and value preferences. The invasion and colonization of the web of human relations by the worldviews and behavioural patterns inspired and shaped by commodity markets, and the sources of resentment, dissent and occasional resistance to the occupying forces, are the central themes of this brilliant new book by one of the worlds most original and insightful social thinkers.

Anbieter: Orell Fuessli CH
Stand: 17.02.2020
Zum Angebot
Capon's Marketing Framework 3rd Edition
177,90 CHF *
ggf. zzgl. Versand

Capon's Marketing Framework is shortened version of Managing Marketing in the 21st Century that, nonetheless, provides a solid framework for marketing students. This book is about understanding how to develop market strategy and managing the marketing process. It is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. This book differs from other senior undergraduate and introductory graduate-level marketing texts. We take a position on what we believe is a better or worse course of action for marketers. Marketing is an applied field, and we believe that textbook writers should provide guidance for good marketing practice. Also, we focus on the manager, not just the marketer. For readers committed to a career in marketing (and we hope there are many), this book will form a solid foundation as you study marketing further and deeper. But the vast majority of you will not work in marketing departments, and will instead become senior executives, general managers, CFOs, and CEOs. We write for you also because an understanding and appreciation of marketing is central to virtually every important decision that managers make. Because this will be the only marketing course many of you will take, in a sense, this book provides what every general manager and senior executive must know about marketing. Marketing activity lies at the core of leading and managing a business. It provides the focus for interfacing with customers. Marketing is also the source of insight about the market, customers, competitors, and complementers, and the business environment in general. Marketing is concerned with the firm.

Anbieter: Orell Fuessli CH
Stand: 17.02.2020
Zum Angebot