Peter Lang Inc., International Academic Publishers / Business & economics / Marketing

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Society 3.0

by Tracey Wilen-Daugenti Peter Lang Inc., International Academic Publishers (June 12, 2017)

Higher education in the U.S. has traditionally prepared students for work and social success, but with families, work, and society itself undergoing revolutionary change, is this preparation sufficient to develop...


Dynamics of International Advertising

by Barbara Mueller Peter Lang Inc., International Academic Publishers (August 14, 2017)

Now in its third edition, Dynamics of International Advertising highlights the unique challenges marketers face in developing and implementing successful international advertising campaigns.

With a balance of...


Shaping International Public Opinion

by Jami A. Fullerton & Alice Kendrick Peter Lang Inc., International Academic Publishers (March 27, 2017)

Bridging two «camps» in the field of international public opinion – nation branding and public diplomacy – this book presents a first-of-its-kind cohesive framework with which readers can better research,...


Coming out of the Closet

by Richard D. Waters & Natalie T.J. Tindall Peter Lang Inc., International Academic Publishers (December 09, 2014)

Despite representing significant portions of the advertising, marketing, and public relations work force, the lesbian, gay, bisexual, and transgendered (LGBT) community has largely been ignored by scholarly...


The Audience Commodity in a Digital Age

by Lee McGuigan & Vincent Manzerolle Peter Lang Inc., International Academic Publishers (May 01, 2013)

This edited collection comprises foundational texts and new contributions that revisit the theory of the «audience commodity» as first articulated by Dallas Smythe. Contributors focus on the historical and...


A Screenful of Sugar?

by Jon C. Schommer & Lewis H. Glinert Peter Lang Inc., International Academic Publishers (September 01, 2013)

With drug information rapidly migrating to the Web, the chronically poor standards of drug information available to consumers in the developed and the developing world are being further compromised. This book...


Talking Tobacco

by Kandi L. Walker, Stuart L. Esrock & Joy L. Hart Peter Lang Inc., International Academic Publishers (December 09, 2014)

Despite the widely recognized toll of tobacco and increasing action to curb tobacco use (e.g., increased excise taxes, smoking bans), smoking continues. Numerous messages about tobacco, smoking, and health circulate...


Strategic Planning for Public Relations

by Adam E. Horn & Tricia Hansen-Horn Peter Lang Inc., International Academic Publishers (May 01, 2013)

Strategic Planning for Public Relations: Beginning the Journey is written for the next generation of public relations professionals. It takes account of the changing needs of the PR industry, where strategic...


Attracting Attention

by Andi Stein Peter Lang Inc., International Academic Publishers (July 20, 2015)

From theme parks and museums to zoos and aquariums, attractions draw millions of visitors each year. Regardless of type, they all share one common denominator – they are intended to provide visitors with memorable...


Corporate Communication

by Michael Goodman & Peter B. Hirsch Peter Lang Inc., International Academic Publishers (July 20, 2015)

The communication role in organizations has changed, just as the nature of organizations has changed in response to the explosion of new communication technologies as well as global networks within organizations....


Social Media in the Classroom

by Hana S. Noor Al-Deen Peter Lang Inc., International Academic Publishers (June 15, 2016)

Social Media in the Classroom provides a comprehensive resource for teaching social media in advertising, public relations, and journalism at the undergraduate and graduate levels. With twelve chapters by contributors...


Entertainment Public Relations

by Carol Ames Peter Lang Inc., International Academic Publishers (July 28, 2016)

Every show needs an audience. How do we find them? How do we reach them? How do we motivate them to buy tickets? This informative book provides an essential look at the public relations strategies, tactics,...