Author: Robert Crawford Publisher: Routledge ISBN: 1351024019 Category : Business & Economics Languages : en Pages : 240
Book Description
This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world’s most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies.
Author: Chris Sperry Publisher: ASCD ISBN: 1416630945 Category : Education Languages : en Pages : 194
Book Description
In our media-saturated environment, how can we teach students to distinguish true statements from those that are false, misleading, or manipulative? How can we help them develop the skills needed to identify biases and stereotypes, determine credibility of sources, and analyze their own thinking and its effect on their perceptions? In Teaching Students to Decode the World, authors Chris Sperry and Cyndy Scheibe tackle these questions as they introduce readers to constructivist media decoding (CMD), a specific way to lead students through a question-based analysis of media materials—including print and digital documents, videos and films, social media posts, advertisements, and other formats—with an emphasis on critical thinking and collaboration. Drawing from their decades of experience as teachers, consultants, and media literacy advocates, the authors explain how to * Develop and facilitate CMD activities in the classroom and in virtual teaching environments; * Implement CMD across the curriculum, at all grade levels; * Connect CMD with educational approaches such as project-based learning, social-emotional learning, and antiracist education; * Incorporate CMD into assessments; and * Promote CMD as a districtwide initiative. This comprehensive guide explains the theoretical foundations for CMD and offers dozens of real-life examples of its implementation and its powerful impact on students and teachers. Equipped with CMD skills, students will be better able to navigate a complex media landscape, participate in a democratic society, and become productive citizens of the world.
Author: Phil Barden Publisher: John Wiley & Sons ISBN: 1119673089 Category : Business & Economics Languages : en Pages : 341
Book Description
A groundbreaking exploration of purchasing behaviour and its essential role in smarter marketing practices to benefit your organization If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviours. Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day. As a marketing professional, you can look to this book for behavioural knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviours for more effective brand management, from strategy to implementation to new product development. You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions. Learn more about what happens in the human brain as buyers make their choices. This updated edition of Decoded provides new material that marketers can apply to informed, successful practices. Gain an understanding of the Jobs to Be Done (JTBD) approach Take a closer look at the Ferrero neuroscience study that supports JTBD See updated and relevant case studies of JTBD at work Discover how to engage customers through digital touchpoints If you're a marketing practitioner, an understanding of decision science will enhance your day-to-day work. Decoded helps you see how science and marketing come together. Immerse yourself in the science of why people buy and gain a stronger base of knowledge as you develop strategies, implement marketing plans, and meet customer needs through innovation.
Author: Douglas Van Praet Publisher: St. Martin's Press ISBN: 1137042788 Category : Business & Economics Languages : en Pages : 358
Book Description
For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.
Author: Miri Rodriguez Publisher: Kogan Page Publishers ISBN: 1398610097 Category : Business & Economics Languages : en Pages : 257
Book Description
Written by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by. Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book explores the future of brand storytelling in a post pandemic era. New to this edition is also a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories. Brand Storytelling provides a step-by-step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality and positioning the customer as a key influencer to motivate the audience. Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google to tap into authentic brand loyalty and human connection.
Author: Pamela E. Swett Publisher: Duke University Press ISBN: 9780822340690 Category : Business & Economics Languages : en Pages : 396
Book Description
DIVA historical study of modern German advertising, from the Imperial period through the 1970s, that explores mass consumption in modern society and the relationship between business mentalities, artistic creation, consumer behavior, and ideology. /div
Author: Paulo Carlos López-López Publisher: Springer Nature ISBN: 9811963479 Category : Technology & Engineering Languages : en Pages : 573
Book Description
This book features selected papers from the International Conference on Communication and Applied Technologies (ICOMTA 2022), jointly organized by the Universidad del Rosario (Bogotá, Colombia) and the Universidad Politécnica Salesiana (Cuenca, Ecuador), and as collaborators at the University of Vigo (Galicia, Spain), the University of Santiago de Compostela-Political Research Team (Galicia, Spain), and the Network of Communication Researchers of Ecuador (RICE), during August, 31–September 2, 2022. It covers recent advances in the field of digital communication and processes, digital social media, software, big data, data mining, and intelligent systems.
Author: Alla, Lhoussaine Publisher: IGI Global ISBN: Category : Business & Economics Languages : en Pages : 520
Book Description
In the world of contemporary marketing, a challenge exists — the relationship between data engineering, artificial intelligence, and the essential elements of effective marketing. Businesses find themselves at a crossroads, grappling with the imperative to navigate this complex landscape. This challenge serves as the backdrop for the exploration in AI and Data Engineering Solutions for Effective Marketing, a comprehensive reference tailored for academic scholars. Seamlessly integrating theoretical models with real-world applications, the book delves into critical facets of strategic and operational marketing. From the adoption of data science techniques to grappling with big data's vast potential, it offers a guide for academics seeking profound insights into the future of marketing strategies and their efficient execution. Designed for researchers, practitioners, and students with an interest in the intersection of artificial intelligence, data engineering, and marketing, this book serves as a guide for implementing new marketing management solutions and optimizing their operational efficiency. While the primary audience is researchers and practitioners in the field, the book is also tailored to benefit students seeking a deep understanding of the latest developments in marketing.
Author: Robert Crawford Publisher: Taylor & Francis ISBN: 1000781046 Category : Business & Economics Languages : en Pages : 119
Book Description
This book introduces business historians to oral history methodologies and approaches. Using four distinct oral history case studies to explore ideas of disruption and continuity in business history over the second half of the twentieth century, Robert Crawford and Matthew Bailey demonstrate how critical engagement with oral history approaches serves to enhance and enliven business history as well as its relationship with other historical fields. The focus on disruption is used to encompass a broad set of processes such as technological change, the impact of external forces, informal business networks, social constructions of gender, knowledge transfer, firm adaptability and cultural change. The use of oral histories to interpret responses to disruption in the past, and to explore the features characterising business continuity, provides an opportunity to consider the human dimensions, subjective experiences and personal insights of workplace, firm and industry change. It also sheds light on the ways that people and firms respond to disruptive forces through innovation and adaptation – both successfully and unsuccessfully. This succinct and accessible account is essential reading for business historians with little experience in using oral history, as well as those looking to gain deeper insights from their oral history data.
Author: Robert Crawford
Author: Chris Sperry
Author: Phil Barden
Author: Douglas Van Praet
Author: Miri Rodriguez
Author: Sara Rosen
Author: Pamela E. Swett
Author: Paulo Carlos López-López
Author: Alla, Lhoussaine
Author: Robert Crawford