Marketing from Advertising to Zen

Ambler, Tim

ISBN 10: 0273620320 / ISBN 13: 9780273620327

Verlag: Financial Times/Prentice Hall, 1995

Former library copy. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Bestandsnummer des Verkäufers 39002355-20

Inhaltsangabe:

"Masterful and pithy." – Winston Fletcher, Chairman of the Advertising Association

"Enjoyable and dangerously candid." – Tom Robertson, Professor of Marketing & Deputy Principal, Programmes & Marketing, London Business School

The perfect primer taking you directly to the core of this essential discipline and delivering the latest marketing tools and techniques. Tim Ambler brings to life the world of marketing and provides all you need to know in a book of solutions for every marketing challenge.

Tim Ambler teaches Global Marketing at London Business School

Über die Autorin bzw. den Autor:

Tim Ambler is currently Grand Metropolitan Senior Research Fellow at London Business School where he teaches Global Marketing and Doing Business in Greater China. His research interests include brand equity, how advertising works, marketing in China and other international markets and relationship marketing. He holds an MA (mathematics) from Oxford, an SM (majoring in marketing) from the Sloan School, Massachusetts Institute of Technology and is a Fellow of the Institute of Chartered Accountants. Before becoming an academic, Tim Ambler spent some 30 years in business, initially as an accountant, switching to marketing in 1969. As Marketing Director for International Distillers and Vintners (IDV) for the UK during the 1970s, he was associated with the launch of Bailey's Irish Cream, Le Piat d'Or and the rise to leadership positions of Smirnoff Vodka and Croft Original Cream Sherry. More recently he held overall international marketing responsibility for IDV and worked extensively in the USA, Canada, Africa and emerging markets. IDV's development during the 1980s was a combination of new brand development, brand acquisitions which then needed to be integrated with the IDV network, new market entries and organic brand development. He now believes in pragmatic approaches to marketing on the one hand and the need for people based, relational, theories of international marketing on the other. His experience and research combine to underscore the importance of brands and the marketplace as the place to understand them.

Bibliografische Details

Titel: Marketing from Advertising to Zen
Verlag: Financial Times/Prentice Hall
Erscheinungsdatum: 1995
Einband: Softcover
Zustand: Good