A course presenting information on advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. It includes exercises that help the reader judge their own work and that of others.

Explains how the market maker routinely maintains the upper hand, seizing profits while controlling risk in volatile marketplace. This book reveals: 4 signals for spotting - and profiting from - a developing trend; risk control concepts every trader must know to protect against losses; and, trading strategies based on recurring technical patterns.

New, ship fast, delivered in 5 days in UK. No PO Box.

Market research is a myth. This title reveals why the findings obtained from most market research are completely unreliable. It exposes some of the most expensive examples of research-driven thinking clouding judgement, experience and evidence and instances of success through ignoring market research, such as Baileys and Dr Who.

Consumer behaviour is the starting point for all marketing planning. This book provides the necessary insights to understand what makes people buy, and buy again. It offers a comprehensive overview of research and then links theory to practical aspects of marketing.

The force of the internet and the power of online consumers have dramatically altered the face of business world. This book clarifies the complex subject of ecommerce, presenting 8-step strategy for success in internet marketing. It is suitable for those seeking success in a business environment altered by the digital revolution.

Offers an introduction to international marketing in the twenty-first century. With coverage of the core topics, and an emphasis on culture, this book facilitates an understanding of the subject. It is suitable for students studying international marketing.