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How I Got Started

Lois K. Geller

in Response: The Complete Guide to Profitable Direct Marketing

Published in print:
2002
Published Online:
October 2011
ISBN:
9780195158694
eISBN:
9780199849420
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195158694.003.0001
Subject:
Business and Management, Strategy

The chapter relates a story of how a single mother, raising a young son, with a full-time job in a New York publishing firm, obtained a successful business using a Direct Marketing strategy. Proving ... More


Key Steps to a Start-Up

Don Rose and Cam Patterson

in Research To Revenue: A Practical Guide to University Start-Ups

Published in print:
2016
Published Online:
May 2016
ISBN:
9781469625263
eISBN:
9781469625287
Item type:
chapter
Publisher:
University of North Carolina Press
DOI:
10.5149/northcarolina/9781469625263.003.0004
Subject:
Business and Management, Innovation

Spinning a company out of the university, based on university scientific research involves a number of key steps: Recognizing the Opportunity Disclosure to the University Filing for IP Protection ... More


The Interdisciplinary Science of Consumption

Stephanie D. Preston, Morten L. Kringelbach, and Brian Knutson (eds)

Published in print:
2014
Published Online:
January 2015
ISBN:
9780262027670
eISBN:
9780262325387
Item type:
book
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262027670.001.0001
Subject:
Psychology, Cognitive Neuroscience

Our drive to consume—our desire for food, clothing, smart phones, and megahomes—evolved from our ancestors’ drive to survive. But the psychological and neural processes that originally evolved to ... More


Kids and Branding In A Digital World

Barrie Gunter

Published in print:
2015
Published Online:
May 2016
ISBN:
9780719097874
eISBN:
9781526104359
Item type:
book
Publisher:
Manchester University Press
DOI:
10.7228/manchester/9780719097874.001.0001
Subject:
Society and Culture, Media Studies

Brands are introduced into the lives of consumers from an early age. Even before they start school, they can recognise brand names and ask for brands by name. The meaning of brands to children can ... More


The Question of Charisma

Barbara K. Jones

in Wild Capital: Nature's Economic and Ecological Wealth

Published in print:
2019
Published Online:
May 2020
ISBN:
9781683401049
eISBN:
9781683401728
Item type:
chapter
Publisher:
University Press of Florida
DOI:
10.5744/florida/9781683401049.003.0004
Subject:
Environmental Science, Environmental Studies

Charismatic fauna can play a critical role in how we navigate the challenges of natural resource preservation and conservation. Their highly relatable appeal makes them ideal candidates for ... More


Response: The Complete Guide to Profitable Direct Marketing

Lois K. Geller

Published in print:
2002
Published Online:
October 2011
ISBN:
9780195158694
eISBN:
9780199849420
Item type:
book
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195158694.001.0001
Subject:
Business and Management, Strategy

Marketing experts know that direct marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right ... More


“Why So Serious?”: Warner Bros.’ Use of the Joker in Marketing The Dark Knight

Kim Owczarski

in The Joker: A Serious Study of the Clown Prince of Crime

Published in print:
2015
Published Online:
May 2016
ISBN:
9781628462388
eISBN:
9781626746831
Item type:
chapter
Publisher:
University Press of Mississippi
DOI:
10.14325/mississippi/9781628462388.003.0010
Subject:
Literature, Comics Studies

Kim Owczarski takes us in a slightly different direction, exploring the Joker as a marketing tool in Warner Bros. 2008 distribution of The Dark Knight. Already a rich case study in its use of ... More


Engineered to Sell: European Émigrés and the Making of Consumer Capitalism

Jan L. Logemann

Published in print:
2019
Published Online:
September 2020
ISBN:
9780226660011
eISBN:
9780226660295
Item type:
book
Publisher:
University of Chicago Press
DOI:
10.7208/chicago/9780226660295.001.0001
Subject:
History, American History: 20th Century

Engineered to Sell traces the transnational careers of consumer engineers in advertising, market research and commercial design who transformed capitalism, from the 1930s through the 1960s. It argues ... More


Why Go Direct?

Lois K. Geller

in Response: The Complete Guide to Profitable Direct Marketing

Published in print:
2002
Published Online:
October 2011
ISBN:
9780195158694
eISBN:
9780199849420
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195158694.003.0002
Subject:
Business and Management, Strategy

Direct Marketing has been around since the 1940s, according to Nat Ross's A History of Direct Marketing. This chapter enumerates the advantages of this marketing technique citing reasons for its ... More


Elements of an Effective Offer

Lois K. Geller

in Response: The Complete Guide to Profitable Direct Marketing

Published in print:
2002
Published Online:
October 2011
ISBN:
9780195158694
eISBN:
9780199849420
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195158694.003.0003
Subject:
Business and Management, Strategy

Citing the characteristics of making a good offer, this chapter provides checklists in applying the principles and techniques of Direct Marketing. Believability, involvement, and creativity are ... More


Fulfilling Orders and Expectations

Lois K. Geller

in Response: The Complete Guide to Profitable Direct Marketing

Published in print:
2002
Published Online:
October 2011
ISBN:
9780195158694
eISBN:
9780199849420
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195158694.003.0008
Subject:
Business and Management, Strategy

One of the most complex parts of the entire Direct Marketing process is the delivery of the product to the customer the way it was promised (through written copy or photographs) and on time. This ... More


Direct Marketing for Big Business

Lois K. Geller

in Response: The Complete Guide to Profitable Direct Marketing

Published in print:
2002
Published Online:
October 2011
ISBN:
9780195158694
eISBN:
9780199849420
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195158694.003.0012
Subject:
Business and Management, Strategy

Direct Marketing principles remain the same whatever the size of the company and the advantages of big businesses are cited in this chapter. It also offers solutions to the challenges that big ... More


Direct Marketing for Small to Midsize Business

Lois K. Geller

in Response: The Complete Guide to Profitable Direct Marketing

Published in print:
2002
Published Online:
October 2011
ISBN:
9780195158694
eISBN:
9780199849420
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195158694.003.0013
Subject:
Business and Management, Strategy

This chapter shares small businesses' insider secrets that led to Direct Marketing success. It also advises to ask for professional help but keeping a company's own vision in mind, noting that there ... More


Relationship Building in the 21st Century: The Internet and Beyond

Lois K. Geller

in Response: The Complete Guide to Profitable Direct Marketing

Published in print:
2002
Published Online:
October 2011
ISBN:
9780195158694
eISBN:
9780199849420
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195158694.003.0014
Subject:
Business and Management, Strategy

This chapter emphasizes that individual customer relationships are the real future of Direct Marketing. It points out effective techniques in building future customer relationships one at a time and ... More


Regulation and control of branding to children

Barrie Gunter

in Kids and Branding In A Digital World

Published in print:
2015
Published Online:
May 2016
ISBN:
9780719097874
eISBN:
9781526104359
Item type:
chapter
Publisher:
Manchester University Press
DOI:
10.7228/manchester/9780719097874.003.0009
Subject:
Society and Culture, Media Studies

The growing concern about children's pre-occupation with brands has led to calls for tighter government-backed restrictions on brand owners‘ marketing activities. The appeal of digital worlds to ... More


The Rise of Consumer Engineering: American Marketing at Midcentury (1930s–1960s)

Jan L. Logemann

in Engineered to Sell: European Émigrés and the Making of Consumer Capitalism

Published in print:
2019
Published Online:
September 2020
ISBN:
9780226660011
eISBN:
9780226660295
Item type:
chapter
Publisher:
University of Chicago Press
DOI:
10.7208/chicago/9780226660295.003.0003
Subject:
History, American History: 20th Century

Short segue that sketches transformations in marketing which were responsible for creating the abundant world of American goods at midcentury.


From Mass Persuasion to Engineered Consent: The Impact of “European” Psychology on the Cognitive Turn in Marketing Thought

Jan L. Logemann

in Engineered to Sell: European Émigrés and the Making of Consumer Capitalism

Published in print:
2019
Published Online:
September 2020
ISBN:
9780226660011
eISBN:
9780226660295
Item type:
chapter
Publisher:
University of Chicago Press
DOI:
10.7208/chicago/9780226660295.003.0005
Subject:
History, American History: 20th Century

Over the course of the 1930s and 40s, consumers came to be seen as a diverse and socially contextualized group, which was not as easily swayed by mass media messages. Consumer behavior and attitudes ... More


Hidden Persuaders? Market Researchers as “Knowledge Entrepreneurs” between Business and the Social Sciences

Jan L. Logemann

in Engineered to Sell: European Émigrés and the Making of Consumer Capitalism

Published in print:
2019
Published Online:
September 2020
ISBN:
9780226660011
eISBN:
9780226660295
Item type:
chapter
Publisher:
University of Chicago Press
DOI:
10.7208/chicago/9780226660295.003.0006
Subject:
History, American History: 20th Century

This chapter surveys the practice of American market research from the 1940s to the 1960s, focusing especially on the postwar ascendancy of market researchers as independent “knowledge entrepreneurs” ... More


The Commercialization of Social Engineering? Adapting Radical Design Reform to American Mass Marketing

Jan L. Logemann

in Engineered to Sell: European Émigrés and the Making of Consumer Capitalism

Published in print:
2019
Published Online:
September 2020
ISBN:
9780226660011
eISBN:
9780226660295
Item type:
chapter
Publisher:
University of Chicago Press
DOI:
10.7208/chicago/9780226660295.003.0009
Subject:
History, American History: 20th Century

This chapter traces both the inevitable conflicts between radical design visions and corporate America and the surprising degree to which interwar European reform traditions in design informed ... More


The “Return” to Europe: Emigrés as Cultural Translators and the Transformation of Postwar European Marketing

Jan L. Logemann

in Engineered to Sell: European Émigrés and the Making of Consumer Capitalism

Published in print:
2019
Published Online:
September 2020
ISBN:
9780226660011
eISBN:
9780226660295
Item type:
chapter
Publisher:
University of Chicago Press
DOI:
10.7208/chicago/9780226660295.003.0013
Subject:
History, American History: 20th Century

“Americanization” in marketing did not simply entail out-right imports, but rather a careful and selective adaptation of specific elements. Such transnational corporate learning processes negotiating ... More


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