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Disruption: Overturning Conventions and Shaking Up the Marketplace is veteran advertising industry executive Jean-Marie Dru's iconoclastic proposal for replacing business-as-usual advertising and marketing philosophies with radical new thinking. He contends that this shift in thought will better position new and established products, brands, and services for the competitive battles to come. Dozens of laudable examples--from Oil of Olay and FedEx to TAG Heuer and Saturn--are fully examined, and suggestions for successfully employing their techniques are offered.
Book Description
Disruption? It's nothing new. Just look at any of the breakthrough business ideas of the last thirty years-from Federal Express overnight delivery to Saturn's fixed sticker price-and you'll see a perfect example of the principle of disruption in action.
Still, do you really understand what makes these ideas great? On an intuitive level, maybe, but can you articulate it clearly, reproduce it to create your own business breakthroughs, and make it an integral part of how your company operates? Probably not-unless, of course, you're already familiar with the principles and practices spelled out in Disruption, the groundbreaking new book by global advertising and marketing authority Jean-Marie Dru.
To put it simply, disruption is about uncovering the culturally embedded biases and conventions that shape standard approaches to business thinking and get in the way of clear, creative thinking. It's about shattering those biases and conventions and setting creativity free to forge a radical new vision of a product, brand, or service. It's about spearheading change rather than reacting to it.
In Disruption, Dru shows you how to harness the enormous potential of this concept. He introduces innovative strategies for breaking down creative barriers and shows you how to analyze traditional approaches from new perspectives. Next, he provides valuable tools for identifying and cataloging conventions, including "what if," "multicultural analysis," and the "disruption bank." He then demonstrates-with the help of dozens of galvanizing examples from around the world-how to apply this knowledge systematically to create innovative competitive strategies, marketing campaigns, and operations plans that can revitalize your company or department.
Disruption is must reading for all advertising and marketing professionals, as well as business people who understand the value of creativity.
Praise for Disruption
"Dru offers not just a convincing context but a successful methodology for breaking out of creative ruts. There's nothing like stirring up a little turbulence to get new thoughts flying. In this book, Dru tells how to pump new energy into brands, with fresh, even revolutionary thinking." -Aldo Papone Senior Advisor, American Express Company
"Dru's advertising theories in Disruption are nontraditional, which is exactly what you need to regain the interest and trust of today's consumers." -Scott Bedbury Senior Vice President, Marketing, Starbucks Coffee Company
"Disruption is all about risk-taking, trusting your intuition, and rejecting the way things are supposed to be. Disruption goes way beyond advertising, it forces you to think about where you want your brand to go and how to get there." -Richard Branson Founder and Chairman of Virgin Group of Companies.
"I read Disruption with admiration and recognition. The neat marketing premise of disruption, as articulated, is brilliant. The case studies are compelling . . . making this an unusually easy read." -Owen J. Lipstein Editor-in-Chief, Psychology Today, Spy, Mother Earth News.
"I enjoyed reading Jean-Marie Dru's book and found myself nodding my head rather than nodding off. It's a timely and well-argued reminder of the need to be different." -David Abbott Chairman, Abbott Mead Vickers BBDO Ltd.
"Dru offers a truly absorbing compendium of the what, how, and why of creating advertising that takes consumers by surprise-advertising that is different but effective. He offers a distinctive approach to discovering unconventional but sensible ideas for brands and for the advertising that supports them -in print, TV, or the Internet." -Stephen A. Greyser Professor of Marketing/Communications, Harvard Business School.
"Disruption is a catalyst of the imagination, an invaluable guide for rejecting conventionality, ideas which have always been at the heart of MTV." -Bill Roedy CEO, MTV International
Customer Reviews:
Good theory, worth an article than a book .......2005-05-08
The author has come up with a great thought but this thought isn't profound enough to write a book. This is why the book is full of examples and lacks thought provoking insights.
A Interesting and Inspiring Book to Read.......2003-10-24
This book is very well to dress for the concept ¡§Disruption¡¨ and how does it works. There are many examples, a lot of are from the author¡¦s own company BDDP, which are very useful for explain the concepts. Also he attaches the pictures of the related advertisement, which makes it easy to understand. And the author introduces step by step, from the basic knowledge of the real advertising world, background knowledge, and then gets into the Disruption. Even in the practice chapter, he integrates the Management skills (Planner), Knowledge Management (Disruption World Bank) which is very useful and clear for readers to apply the strategy.
It even talks about how to use Disruption in the Information Age, which creative department can take advantage from advance technology to interact, communicate and provoke inspiration. Also it would help to store, present ideas, for instance, CD-Rom. But somehow, it is kind of burdensome to make it to a whole chapter.
However, some of the concepts are too similar and vague that they seems only created for the book. And some examples are used to explain different concepts, which may result some confusion. For example, Starbucks Coffee was used to explain Additions of Business Discontinuities, but also used to explain Viewpoint in the Vision chapter, which are different concepts. I think it is becuase this concept of Disruption only came from 2 articles printed on Wall Street Journal and La Fegaro, and the effort to expand it into a book centainly decreased its power.
But over all, this book is well written and very interesting to read, you couldn¡¦t put it down after you started it. I had already purchased the sequel of it, "Beyond Disruption", I hope there will be some latest view points and maybe solutions for some problems occered in the market after this book.
All Time Must-Read.......2003-07-28
If you ask me, this book belongs right up there with "Positioning" as one of the all time must-reads, not only for marketers and advertising people, but really for anyone in business. And while it was published in the mid-90s, it couldn't be more relevant today. At heart, what Mr. Dru says (and then supports with many examples) is that the only path to genuine business success is to fly in the face of conventional thinking.
Mr. Dru's background is as the leader of a large advertising agency; so many of his examples come from this area. However, as he points out, taking the safe route in almost any business endeavor-product development, business process design or marketing communications-is often the most dangerous course. Because any business activity that fails to disrupt, i.e. break with the norm, is unlikely to attract much attention (or business). Which, at a time when revenue and earnings growth is stagnant for most firms, and the tools of financial engineering all but exhausted, would seem to point to this new "best practice". Read this book and then inject a massive amount of disruption into the thinking that powers your enterprise.
A little disruption........2003-04-16
There are a few great truths here spread out among a good bit of superfluous material, but the truths are worthy of a read. The essential gem of the book is properly communicated in the title. If you want to make an omelette, you have to break some eggs. The trick is knowing when to take a risk and then managing that risk to achieve a desirable outcome. That is the heart of the book.
Dru often digresses into lengthy asides and stories that don't always illustrate or relate to her point. For example, I now know more than I care to know about her views on the differences between the American and European consumer. (Frankly she contradicts herself here.) Naturally there are cultural nuances that must be taken into account with most any marketing assignment, but having said that, she should have moved on and made that the subject of another book.
The important thing, in marketing and in business, is to sell product. No one cares much about winning awards, except for the creative and art directors. In the end, the consumer votes with his dollar, yen, peso or euro. That's the award that really counts, and toward that end, a little 'disruption' is a good thing!
What the advertising business is supposed to be about.......2002-11-14
This is a classic which should be in the library of anyone serious about our craft - or business, if that's the way you see it. J-M Dru sets out to break the rules - systematically. Its a little like how Edward de Bono approaches thinking: he gives you random and therefore unusual starting points so your journey will be a different one. Disruption is challenging stuff. In fact, I'm not convinced that every ad can or should be disruptive. But I do believe we should be asking the question of ourselves every time and saying "yes" a whole lot more often. Some of the tools he includes can be put into practice easily and they work well. I recommend them to young people in our agency. You never stop learning in the ad game. Buy this book or [...].
Book Description
For additional materials, please contact the author directly: www.mariekedemooij.com
Cultural diversity influences marketing and advertising at all levels: consumer behaviour, research methodology, philosophies of how advertising works, advertising strategy, concept and execution. What the field has been lacking is a knowledge base of cultural differences and similarities, that can be used for developing global strategies. This book presents such a knowledge base, a structure to understand the consequences of culture for marketing and advertising.
Customer Reviews:
A unique perspective on consumer behaviour.......2001-05-30
The book is unique in that Marieke K Mooij uses theories from cultural anthroplogy and interpersonal communication to present a framework for consumer behaviour. It is particularly useful for practioners who are working in underresearched markets and are looking for ways to explain why consumers behave the way they do. The book makes extensive use of Hofstede's 5-D model to locate members of different cultures along the dimensions of culture and then uses this to explain differences in buying behaviour, communication styles and advertising appeals. The conclusion of the book is that individual behaviour is shaped more by the culture they belong to than it is by income or other differentiators. The one limitation of the book is that most of the examples are European, but I would recommend it even for those interested in Asian markets
no book is as useful for students and practitioners of adv........1999-02-15
This book review is on a 'titre personnel" basis.
I enjoyed the international advertising course which Marieke gave at Universidad de Navarra in 1997. As a teacher she is very capable of communicating the importance and urgency of this diverse and complex subject: managing marketing communications and brands within the outer/ and inner spheres of market cultures. Marieke applies the 5 dimensional model of G.Hofstede to illustrate and diferentiate a clear and full colour image of cultures and values. Being dutch myself, I recognise both the theory of Hofstede, but also the paradoxes Marieke has found. Intrigueing phenomena such as Japanese business success and collectivism, such as status and success in feminine cultures etc etc are often raising eyebrows, and not seldomly at highbrow corporate levels.
Cultural understanding, I have learnt, is possible only after understanding one's own culture, and a commitment to learn about the other culture, not matching it with your own. Marieke does this very well, she places anecdotes and case-studies is an objective setting, viewing it with an uncoloured microscope. She has added theory, academic research and good practice to make this book complete.
This book, for me, is one of the few great books on international (intercultural) marketing communications (and brand management).
For students and practitioners in cross-cultural communicati.......1998-09-01
From the author: With this book I have tried to develop a knowledge base of cultural differences and similarities that can be used for developing global marketing and advertising strategies and meaningful local adaptations. The structure for understanding the consequences of culture for marketing and advertising is based on Geert Hofstede's model for comparing national cultures. I have applied it to consumer values and motivations and found that it can explain culture's influence on marketing and advertising. To make the book useful for both students and practitioners, it includes a mix of basic theory and the practical applications with many examples.
Excerpts from a review by David A. Victor in The Journal of Business Communication of July 1998:
`Marieke de Mooij has added a worthwhile contribution to the on-going discourse in cross-cultural business communication in Global marketing and Advertising: Understanding Cultural Paradoxes. The title might dissuade those in fields outside marketing from reading further, which would be unfortunate. Any of us with an interest in cross-cultural business ought to find something worthwhile in de Mooij's book. De Mooij focuses on the various paradoxes of cross-cultural marketing. She amply illustrates how "certain opposing values of one culture also exist in other cultures, but in reverse" (p. 2). De Mooij calls these "Value paradoxes" and it is here that she makes her greatest contributions. [....] Throughout her discussion of Value Paradoxes, she breaks new ground. [.....] De Mooij has laid out an extremely well-balanced approach to understanding the competing needs of marketing globally while accommodating local advertising preferences.'
Book Description
Click the reviews tab at the left to see reviews of this book
For additional materials, please contact the author directly: www.mariekedemooij.com
"Marieke de Mooij shows that American theories of consumer behavior do not necessarily apply abroad. Her national consumption data are an unobtrusive measure of national cultures. She has made marketing students discover culture, and her work should make cross-cultural psychologists discover the consumer as an informant."
--Geert Hofstede, Institute for Research on Intercultural Cooperation, the Netherlands
Consumers worldwide are not the same, and the differences in consumer behavior between countries are increasing. Because all aspects of consumer behavior are culture-bound, and not subject merely to environmental factors but integrated in all of human behavior, there is an increased need to identify and understand this integration and its impact on global marketing and advertising.
Consumer Behavior and Culture: Consequences for Global Marketing and Advertising is the first book to present an empirically based model for integrating culture with consumer behavior.
Consumer Behavior and Culture reviews the myths of global marketing and explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer behavior. The book reviews and discusses cultural variations of these aspects across the world.
reviews the myths of global marketing and explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer behavior. The book reviews and discusses cultural variations of these aspects across the world.
Key Features:
* A cultural exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception, and information processing
* A discussion of consumer behavior theories and cultural variations from around the world
* Coverage of a number of consumer behavior domains, including explanations of differences in consumption and ownership, all based on empirical evidence
* In addition to anecdotal evidence, the consequences of branding and marketing communication strategy are presented and analyzed
Perfect for students and practitioners in marketing and advertising, this book is designed to meet the needs of those wishing to view consumer behavior from a global cultural perspective. It is also ideal for those emphasizing the role of minority groups as well as increased multicultural sensitivity in their marketing and advertising strategies.
Customer Reviews:
Handbook for global marketers.......2004-02-09
Consumer Behavior and Culture-Consequences for Global Marketing and Advertising is a handbook for all global marketers and the researches that did the cross cultural research especially in consumer behavior. As the author, Marieke de Mooij is the fellow of Hofstede, in this book therefore, mostly the Hofstede: Five Dimensions of National Culture is fully explained and utilized. De Mooij tried to explain every aspect in consumer behavior by these dimension, especially individualism vs collectivism, power distance, uncertainty avoidance. For marketers, understand these three dimensions can understand the characteristic of the value, lifestyle and even the attitude towards the objects.
This book unlike other consumer behavior textbook, it does not only describe the basic consumer behavior theories and models but also have lots of application and more focus on culture aspects.
De Mooij also provides lots of examples and successful cases to illustrate the concept. And some positioning maps are also used especially the country positioning. She has tried to use the map to illustrate the culture feature in different countries, such approaches can help marketers to compare the distance among different countries and learn how to adjust and localize their strategies in specific market.
Moreover, the author specific designs some chapters for global marketers. In those chapters, marketers can learn the characteristic of that market customers, and how to base on that unique feature to design the marketing strategies i.e. brand, product and price and advertising strategies i.e. media.
For researcher, this is a good book, the author has described the research methodology for culture-comparison, other than that, she has collected lots of secondary data to support the new data, therefore, the knowledge provided is very comprehensive. In every category like clothing, coffee and automobile, she also mentioned some tips for researchers to do research in that specific area. Some limitations of existing research findings are raised, which help the researches to remind some major limitations and the room for future research.
Overall speaking, the content is very comprehensive, and the description and analysis are good enough for readers to understand the concepts. Moreover, the main points and the sub points are clearly defined, which bring lots of convenient to the readers.
In conclusion, Consumer Behavior and Culture is a handbook for marketers and researchers, and at this moment, there is no other books can substitute it.
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Creating Images and the Psychology of Marketing Communication (Advertising and Consumer Psychology)
Manufacturer: Lawrence Erlbaum Associates
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ASIN: 0805852166 |
Book Description
The purpose of Creating Images and the Psychology of Marketing Communication is to advance the understanding of the concept of image as it is applied to various areas of interest. It also serves to meet the growing interest in image-related studies by the public and academics, and provides an innovative and holistic approach to the study of image. The text reflects the importance of brand leveraging as the sections cover in-depth discussion on cross-country and tourism images, corporate and sponsorship images, individual and celebrity images, and cultural and social images. It provides a comprehensive and holistic look at the concept of image: the topics range from theories of image creative to other image studies on a country, corporate, and individual level. The sections cover the major topics currently being debated in image marketing and the psychology of communications. Several new and innovative concepts are also introduced in the book.
Creating Images and the Psychology of Marketing Communication is intended for academics and scholars (including students) in the interdisciplinary fields of consumer psychology, marketing, and communication.
Book Description
Hailed as an indispensable resource (Booklist), this guide to business success on foreign ground features the latest facts and figures, including the changes in trade status with China and Vietnam
Free trade is thriving worldwide--which means good business for American businesses. But when Americans recoil at kisses on the cheek from a Brazilian or invite an Egyptian to lunch during the month of Ramadan, they face an undeniable fact: successful trade abroad demands a firm grasp of not only economic, but political and social forces. Thoroughly revised and updated, this guide gives global deal-makers the insights to avoid cultural gaffes and forge strong alliances.
Here are candid snapshots of the USA's top trading partners, including an all-new chapter on Vietnam. Whether their target country is China (including Hong Kong), Germany, or Mexico, readers will get the lowdown on business prospects, including population growth, age breakdown, per capita income, marketing regulations, and overall risk rating. They'll also learn crucial cultural factors, including negotiating style, sanctioned topics of conversation, perceptions of time and punctuality, holidays, and standard work hours. And from business travelers who've been there, they'll get telling notes on dressing and behaving for success, plus notorious faux paus.
Complete with passport and visa requirements, samples of key documents, and helpful websites, DUN & BRADSTREET'S GUIDE TO DOING BUSINESS AROUND THE WORLD holds the keys to international trading with skill and confidence.
Customer Reviews:
Not up to the authors' prior standard.......2002-03-01
When I saw the authors were the authors of "Kiss, Bow, or Shake Hands" I immediately bought this book. It was disappointing, because the authors have shown they can write good books.
The biggest problem is with keeping current. (The authors allude to this issue in their preface.) This book was based on 1999 material and published in 2001. There's a lot of material that has very limited shelf-life, such as a list of government officials in Italy. They publish a list of national holidays for each country, listing both date and day of the week. (Where was their editor?) Obviously that information is only good for one particular year.
Treatment is superficial in many aspects. Under "currency" they only state the name of the currency, with no reference to pegging or exchange rate volatility. Under "Intellectual Property Rights" they discuss the treaties the country has signed. You would never learn there is an intellectual property issue in China from reading this book, because China has signed all pertinent treaties.
Their treatment of cultural issues is not structured. They list five cultural tips per country. These tend to focus on manners issues such as being (or not being) on time. I'm more attune to the method that Geert Hofstede uses in his books where he defines a cultural trait, discusses its implications, and then states how strong that cultural trait is in the country. For example, Hofstede introduces "power distance" as a measure of hierarchy and respect for authority. He then discusses implications for the decision making and negotiation processes. Finally, he gives the scores for each country, leaving the reader to draw conclusions. The authors of this book do discuss one cultural trait for all countries, defined as "Time." To them it means attitudes toward promptness. There is no discussion of the inverse relationship between attention to promptness and flexibility in scheduling, which is a hugely important issue in buying or selling.
Finally, and this is a personal issue because I am a purchasing consultant and educator, there is a heavy emphasis on selling in other countries but almost no attention to buying there. They could have given GSP-status for imports into the US, for example.
I recommend spending your money elswhere. Buy "Kiss, Bow" to learn about manners issues. Get "Culturegrams" to get annually updated information on history and geography. If you really want to study a country it will take more depth and more current material than this book carries.
An Incomparable Source of Information and Commentary.......2000-11-16
Here is the best single-source I have come across thus far which provides information about trade opportunities, tariffs, risk factors, negotiating styles, investment climate, protocol, and cultural tips. (I refer to the revised and expanded version.) The authors discuss 40 countries (in alphabetical order, from Argentina to Venezuela), then provide five appendices: Contracts and Websites, Documents Used in International Trade, Abbreviations of International Organizations, Corruption & Bribery Index, and Conversion Factors. I am now convinced that almost every company throughout the world will eventually become involved, directly or indirectly, with e-business. Here is a comprehensive guide which contains invaluable information and hard-headed recommendations based on real-world experience. Other volumes are now available which provide more information about a single county (eg Stuttard's superb The New Silk Road whose subject is China) but none, to my knowledge, which is comparable in terms of global coverage.
Excellent resource for U. S. exporters of all sizes........1998-09-24
This book provides valuable information on the social, political, economic and marketing aspects of the 40 major trading partners (countries) of the United States. It rates the credit worthiness of each country based upon its trade and monetary policies, climate for foreign investment, import duties and taxes, political climate, and attitude towards protection of intellectual property rights. It does an excellent job of addressing the cultural aspects of doing business abroad. Our staff uses it often as a resource for conducting international market research and working with consulting clients. Recommended for purchase by John R. Jagoe, Director, Export Institute
Book Description
Football is arguably one of the most important sports in the world, and the marketing of football has become an increasingly important issue, as clubs and product owners need to generate more revenue from the sport. In a wider context, football marketing has also become a benchmarking standard for other sports to learn from worldwide. The practices and processes of such an established industry are important lessons for those sports which are yet to maximise on their potential earnings, and provide interesting lessons in sports marketing in general.
Marketing and Football: an international approach is the first book to provide a comprehensive and entirely global approach to this subject. Written by an international team of contributors who are keen researchers in the field, it examines in two parts: the study of football marketing in Europe and the development of a marketing dedicated to football, with the question of the European example being used worldwide. A ground breaking text, it provides the reader with:
* Contributions from the UK, Norway, France, Italy, Germany, Spain, Portugal, Ireland, Finland, Scotland, Brazil, Japan, USA, Canada, Argentina, Korea and Australia
* Interviews with professional sports marketers representing some of the biggest clubs worldwide: Juventus Turin, FC Barcelona, Milan AC, Inter Milan, AS Rome, Olympique Lyonnais, Vicenza, SE Palmeiras, Atletico Mineiro, Atletico PR
Marketing and Football: an international approach is a seminal text which will pave the way for future academics and practitioners to work, it is the first book to discuss and move towards a marketing dedicated to football.
* The first and only book ever published on the Marketing of Football
* Written by a team of international and well renowned contributors
* Every chapter includes an interview with a practitioner of football marketing, for insider insight
Book Description
Another One Bites the Grass "An inspiring, thought-provoking perspective on creating effective and sustainable international advertising." —Charles Lanphear, Global Media Director H.J. Heinz Company "At last, here's a really intelligent new approach to the age-old problem of making great international ads. A must-read for everyone in the business of global brands, global marketing, and global communications." —Robert Hancock, Director of Communications Pillsbury UK Ltd. "In an irreverent, finely argued, and entertaining assault on conventional wisdom, drawing on his considerable experience of working in the business, the author proposes thought-provoking new ways to survive and prosper in the international advertising jungle." —Adrian Vickers. Founder/Partner Abbott Mead Vickers BBDO
Customer Reviews:
A "Must Read" For Global Communications.......2003-03-06
Whether you create global advertisements, businesses, or Web sites, you should read this book.
Author Simon Anholt writes about the challenges of creating successful global advertising campaigns. Most companies fail miserably in this department, and he outlines the reasons why. He also provides a model for "smart centralization," which he believes international advertising agencies should follow. This model also makes a great deal of sense for the development and management of global Web sites, which is one reason I enjoyed this book. I also liked how Anholt explained the inherent tension of trying to be both global and local at the same time. Here's an excerpt:
The fundamental challenges of international marketing communications are about preserving the perfect balance between sensitivity to the culture of the brand and sensitivity to the culture of the consumers around the world. If you abandon or relax your grip on the first sensitivity, you end up with fragmentation, loss of identity, and loss of control. Abandon or relax your grip on the second, and you fail to communicate effectively, and fail to build a global brand.
I also liked what he had to say about the importance of translation:
So when the question comes up, why can't we just use English? I always ask this question: do you think that consumers should make the effort to understand us, or should we be making the effort to be understood by them? Are we more interested in being respected, or showing respect?
Highly Recommended!.......2001-03-24
Author Simon Anholt, an international advertising consultant, says that the dangers of globalization can be just as formidable as the opportunities - if you fail to research the culture of your new markets. We've all heard the marketing legends of companies that embarrassed themselves by launching products into foreign markets without checking the translation of their brand names. Anholt retells several of these tales to illustrate the perils that await global firms that don't take culture into account. Meshing advertising and marketing strategy, he presents a systemic approach to cross-border product expansion. We [...] recommend this book not only for its insightful, culturally adaptive marketing methodology, but also for the genuinely entertaining examples that might just make you laugh out loud.
be prepared for the unexpected effects of culture.......2000-08-07
...indispensable for anyone lured by the mcluhanian concept of the global village. a MUST for those of us who wish to use our powers to do a lot of good. only bummer is the jacket: good idea awfully executed.
Just the tip of the hippo.......2000-07-18
This book is common sense in an industry of uncommon confusion. Among many other useful insights the book sheds light on the legacy of international agencies whose neglect of domestic cultures and conventions have led to many campaign failures. This is a must read for any marketing head who has to manage agencies especially if your company is in multiple countries! Read this book before you go ahead with your next campaign.
Just the tip of the hippo.......2000-07-18
This book is common sense in an industry of uncommon confusion. Among many other useful insights the book sheds light on the legacy of international agencies whose neglect of domestic cultures and conventions have led to many campaign failures. This is a must read for any marketing head who has to manage agencies especially if your company is in multiple countries! Read this book before you go ahead with your next campaign.
Book Description
Learn how political marketing and public relations affect the electoral process!
Communication of Politics: Cross-Cultural Theory Building in the Practice of Public Relations and Political Marketing examines how communication and marketing experts influence politics. The book reviews the state of the art in political communication management and marketing through a cross-cultural integration of research and theoretical approaches. An international panel of authors presents a comparative assessment of the impact of candidate and party appeals on the electorate, examines case studies from elections in the United States and Europe, and offers innovative models of voter behavior in the United States, Poland, and Slovenia.
Communication of Politics provides valuable insights into the merger of political marketing and public relations. The book examines the cause and effect of the increasing role of communications professionals in the political process and documents the relationship between politicians and communications professionals working in electoral committees, political parties, governments, government agencies, consultancies, and polling agencies. Topics addressed by the international panel of scholars and practitioners include: a critical assessment of strategies used in the 2000 United States Presidential election branding as a means of establishing party values and winning support the expanding roles of polls, focus groups and Internet-based research on elections the relationship between foreign affairs/diplomacy and media/public relations Quangos (Quasi-Autonomous Non-Governmental Organizations) and much more! Communication of Politics: Cross-Cultural Theory Building in the Practice of Public Relations and Political Marketing examines the innovative—and sometimes controversial—uses of contemporary electoral marketing. The book is an essential resource for academics, journalists, and political practitioners, including campaign managers, charity fundraisers, public service managers, party-policy-makers—even candidates.
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Advertising and Culture: Theoretical Perspectives
Manufacturer: Praeger Publishers
ProductGroup: Book
Binding: Hardcover
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ASIN: 0275953513 |
Book Description
This unique collection of essays explores postmodern American culture and the shaping influence of advertising. Using contemporary theory, the authors present a wide variety of perspectives on advertising's methods, language, and cultural effects. Topics include the myths and promises of advertising, the selling of racial and gender stereotypes, the construction of corporate images, the postmodern discourse of advertising, its literary techniques, and its persuasive strategies. This scholarly approach to advertising will be of interest to students and scholars in the fields of communication, cultural studies, and popular culture.
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Cross Cultural Change Management
Bahaudin Ghulam Mujtaba
Manufacturer: Llumina Press
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ASIN: 1595265686 |
Books:
- E-Commerce: Business, Technology, Society (3rd Edition)
- eBay Income: How Anyone of Any Age, Location, and/or Background Can Build a Highly Profitable Online Business with eBay
- Export/Import Procedures and Documentation (Export/Import Procedures & Documentation)
- Financial Risk Manager Handbook (Wiley Finance)
- Get Rich With Options: Four Winning Strategies Straight from the Exchange Floor (Agora Series)
- Get Rich With Options: Four Winning Strategies Straight from the Exchange Floor (Agora Series)
- Global Marketing Management (7th Edition)
- Guanxi (The Art of Relationships): Microsoft, China, and Bill Gates's Plan to Win the Road Ahead
- History: Fiction or Science? (Chronology, No. 1)
- History: Fiction or Science? (Chronology, No. 1)
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- A New View of Comparative Economics with Economic Applications Card and InfoTrac College Edition
- Flyboys: A True Story of Courage
- Case Files of the Tracker: True Stories from America's Greatest Outdoors
- Study Guide, Corporate Financial or Financial & Managerial Accounting, Chs. 1-15
- Wcsprinciples of Financial & Managerial Accounting Custom from Fresno City College
- Bad Man Blues: A Portable George Garrett
Beyond Disruption: Changing the Rules in the Marketplace
Truth, Lies and Advertising : The Art of Account Planning
Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book S.)
Perfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books)
Under the Radar: Talking to Today's Cynical Consumer
