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Introduction

Introduction  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0001
Item type: 
chapter
ISBN: 
9780198749912
Every day, we’re exposed to thousands of brand messages. The rise of brands has been phenomenal and unstoppable. Today, branding shapes and defines our world at every level, from the ... More
3. Advertisers: the Paymasters

3. Advertisers: the Paymasters  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0003
Item type: 
chapter
ISBN: 
9780199568925
‘Advertisers: the paymasters’ examines advertising from the perspective of the advertisers. To advertise or not is an business decision. Large companies do not always have to advertise, ... More
2. Late colonial India

2. Late colonial India  

Ashish Rajadhyaksha

in Indian Cinema: A Very Short Introduction

Print Publication Year: 
Jul 2016
Published Online: 
Jul 2016
eISBN: 
9780191789694
DOI: 
10.1093/actrade/9780198723097.003.0002
Item type: 
chapter
ISBN: 
9780198723097
Between 1920 and 1931 India saw its first boom in indigenous film production. Indian cinema was clearly set to take-off, but where to? Both the boom in production, as well as the kind of ... More
5. The branding business

5. The branding business  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0006
Item type: 
chapter
ISBN: 
9780198749912
Brand managers have become the central players in the business of branding. They almost always work inside the company’s marketing department, but branding goes far beyond the marketing ... More
6. Branding projects

6. Branding projects  

Robert Jones

in Branding: A Very Short Introduction

Print Publication Year: 
Jun 2017
Published Online: 
Jun 2017
eISBN: 
9780191814242
DOI: 
10.1093/actrade/9780198749912.003.0007
Item type: 
chapter
ISBN: 
9780198749912
‘Branding projects’ considers the different aspects of current branding practice—defining purpose, proposition, personality, and portfolio—using examples from businesses such as Ryanair, ... More
1. Josiah Wedgwood: the world’s greatest innovator

1. Josiah Wedgwood: the world’s greatest innovator  

Mark Dodgson and David Gann

in Innovation: A Very Short Introduction (2nd edn)

Print Publication Year: 
Aug 2018
Published Online: 
Aug 2018
eISBN: 
9780191863691
DOI: 
10.1093/actrade/9780198825043.003.0001
Item type: 
chapter
ISBN: 
9780198825043
‘Josiah Wedgwood: the world’s greatest innovator’ looks at the important contribution made by a Staffordshire potter to an improved quality of life and work in the society in which he ... More
Innovation: A Very Short Introduction

Innovation: A Very Short Introduction (2nd edn)  

Mark Dodgson and David Gann

Print Publication Year: 
Aug 2018
Published Online: 
Aug 2018
eISBN: 
9780191863691
DOI: 
10.1093/actrade/9780198825043.001.0001
Item type: 
book
ISBN: 
9780198825043
What is innovation? How is innovation used in business? How can we use it to succeed? Innovation: A Very Short Introduction looks at what innovation is and why it affects us so profoundly. ... More
1. What does Advertising Do?

1. What does Advertising Do?  

Winston Fletcher

in Advertising: A Very Short Introduction

Print Publication Year: 
Jun 2010
Published Online: 
Sep 2013
eISBN: 
9780191777554
DOI: 
10.1093/actrade/9780199568925.003.0001
Item type: 
chapter
ISBN: 
9780199568925
We use the word ‘advertising’ to cover all kinds of publicity. Within the advertising industry the word is used more specifically as one type of marketing communication. Every advertisement ... More
Behavioural Economics: A Very Short Introduction

Behavioural Economics: A Very Short Introduction  

Michelle Baddeley

Print Publication Year: 
Jan 2017
Published Online: 
Jan 2017
eISBN: 
9780191816475
DOI: 
10.1093/actrade/9780198754992.001.0001
Item type: 
book
ISBN: 
9780198754992
Behavioural Economics: A Very Short Introduction introduces the field of behavioural economics, analysing the motivations behind economic decisions and showing the relevance of ... More

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