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Measuring Advertising Productivity

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0014
Subject:
Business and Management, Marketing

This chapter begins by evaluating methods for determining how productive the firm's aggregate advertising spending is in both the short and long runs. Following this, it analyzes methods for ... More


Coordinating Advertising Strategy, Branding, and Positioning

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0012
Subject:
Business and Management, Marketing

This chapter shows how the firm should coordinate its advertising message, branding, and product positioning strategies. It distinguishs between the short and long runs, single-product and ... More


How Marketing Policy Affects Consumer Well-Being and Social Welfare

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0020
Subject:
Business and Management, Marketing

This chapter analyzes how the firm's marketing strategies affect consumers and society. The topics covered include the effects of: the firm's pricing policy for durables; volume-based pricing (e.g., ... More


Internet Marketing

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0021
Subject:
Business and Management, Marketing

This chapter examines how the Internet affects the firm's marketing policies. It shows how the firm should choose its marketing strategies including pricing (distinguishing between the B to B and B ... More


Lying and Deception: Theory and Practice

Thomas L. Carson

Published in print:
2010
Published Online:
September 2010
ISBN:
9780199577415
eISBN:
9780191722813
Item type:
book
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199577415.001.0001
Subject:
Philosophy, Moral Philosophy, General

This book addresses questions in ethical theory and practical questions about lying, deception, and information disclosure in public affairs, business and professional ethics, and personal ... More


Conclusion: Technology and Fiction

Ellen Gruber Garvey

in The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s

Published in print:
1996
Published Online:
October 2011
ISBN:
9780195108224
eISBN:
9780199855070
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195108224.003.0008
Subject:
Literature, American, 19th Century Literature

This chapter begins with a discussion of how television commercials have continued to sprawl into written fiction in ways more familiar from the 1890s. It then describes how advertising, as a product ... More


The Practice of Management—Marketing

John F. Wilson and Andrew Thomson

in The Making of Modern Management: British Management in Historical Perspective

Published in print:
2006
Published Online:
September 2007
ISBN:
9780199261581
eISBN:
9780191718588
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199261581.003.0010
Subject:
Business and Management, Business History

Marketing is a key area for developing economies of scale and scope. This chapter focuses on the Coasian argument about the nature of transaction costs, with British industry tending to look to ... More


British Sport Transformed: Sport, Business, and the Media since 1960

Dilwyn Porter

in Business in Britain in the Twentieth Century: Decline and Renaissance?

Published in print:
2009
Published Online:
September 2009
ISBN:
9780199226009
eISBN:
9780191710315
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199226009.003.0018
Subject:
Business and Management, Business History

Sport in Britain, especially elite sport, has been transformed over the period since 1960, increasingly taking on the appearance and attributes of big business. This chapter discusses three important ... More


The Gods of Risk

Witham Larry

in Marketplace of the Gods: How Economics Explains Religion

Published in print:
2010
Published Online:
May 2010
ISBN:
9780195394757
eISBN:
9780199777372
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195394757.003.0004
Subject:
Religion, Religion and Society

Religion is a form of risk management in human lives and in religious groups. Pascal’s Wager famously illustrates the calculation of loss and benefit in religious belief. But there are other economic ... More


An Advertisement That Never Changed

Edwin L. Battistella

in Do You Make These Mistakes in English?: The Story of Sherwin Cody's Famous Language School

Published in print:
2008
Published Online:
January 2009
ISBN:
9780195367126
eISBN:
9780199867356
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195367126.003.0001
Subject:
Linguistics, English Language

This chapter introduces the main subjects of the book — Sherwin Cody and his famous home study course on the English language. The chapter sets the context of the book and introduces the long‐running ... More


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