Marketing & Sales

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  • Prosperity for All: Consumer Activism in an Era of Globalization

    Prosperity for All: Consumer Activism in an Era of Globalization

    Karton Kapak
    The history of consumerism is about much more than just shopping. Ever since the eighteenth century, citizen-consumers have protested against the abuses of the market by boycotting products and promoting fair instead of free trade. In recent decades, consumer activism has responded to the challenges of affluence by helping to guide consumers through an increasingly complex and alien marketplace. In doing so, it has challenged the very meaning of consumer society and tackled some of the key economic, social, and political issues associated with the era of globalization.In Prosperity for All, the first international history of consumer activism, Matthew Hilton shows that modern consumer advocacy reached the peak of its influence in the decades after World War II. Growing out of the product-testing activities of Consumer Reports and its international counterparts (including Which? in the United Kingdom, Que Choisir in France, and Test in Germany), consumerism evolved into a truly global social movement. Consumer unions, NGOs, and individual activists like Ralph Nader emerged in countries around the world—including developing countries in Southeast Asia and Latin America—concerned with creating a more equitable marketplace and articulating a politics of consumption that addressed the needs of both individuals and society as a whole.Consumer activists achieved many victories, from making cars safer to highlighting the dangers of using baby formula instead of breast milk in countries with no access to clean water. The 1980s saw a reversal in the consumer movement's fortunes, thanks in large part to the rise of an antiregulatory agenda both in the United States and internationally. In the process, the definition of consumerism changed, focusing more on choice than on access. As Hilton shows, this change reflects more broadly on the dilemmas we all face as consumers: Do we want more stuff and more prosperity for ourselves, or do we want others less fortunate to be able to enjoy the same opportunities and standard of living that we do?Prosperity for All makes clear that by abandoning a more idealistic vision for consumer society we reduce consumers to little more than shoppers, and we deny the vast majority of the world's population the fruits of affluence.
    Temin Edilemiyor
  • Cracking the Ad Code

    Cracking the Ad Code

    Karton Kapak
    Do you need to produce successful creative ideas in advertising? If so, then you need this book. For the first time, the secret of inventing new creative campaigns is unlocked, and practical tools are presented to allow quick production of creative ideas in marketing communications. Along with over 100 advertisement examples and numerous case studies, you also get a systematic analysis of the creation aspect of advertising, together with a taste of the real world of advertising and what makes it work. Marketing professionals in companies will learn what to expect from their agencies, whilst agencies will be able to explain their work to clients in an analytic language that is easily understood. This is essential reading for advertising professionals working for agencies and in marketing and communication departments. It is also a useful tool for students of advertising, marketing, communication, and management, from introductory level up to research faculty.
    Temin Edilemiyor
  • Going Shopping: Consumer Choices and Community Consequences

    Going Shopping: Consumer Choices and Community Consequences

    Sert Kapak
    We are how we shop. From Mesopotamian merchants and the fairs of medieval Europe to marble palace department stores and now Wal-Mart and the Internet, social, cultural, economic, and moral forces have shaped our shopping. In this engaging and generously illustrated book, Ann Satterthwaite traces the history of shopping and considers its meaning and significance.According to Satterthwaite, shopping has become part of the American dream. To choose and to buy constitute not only a basic economic liberty but also the capacity to improve and transform ourselves. How we shop also reflects our culture, as in the twentieth century disposable incomes have grown, women’s roles have changed, and new styles of shopping and advertising have made their impacts on an old adventure. But there is a downside. Shopping used to be a friendly business: shoppers and clerks knew each other, the country crossroads stores and downtown markets were social as much as economic hubs. Shopping was meshed with civic life—post offices, town halls, courts, and churches. In place of this almost vanished scene have come superstores and the franchises of international companies staffed by pressured clerks in featureless commercial wastelands. Shopping and community have been savagely divorced.However, shopping as a social plus need not be lost, says Satterthwaite. Examining trends in the United States and abroad where new approaches to an old activity are strengthening its social and civic role, she states that shopping is more than ever a public concern with profound public impacts.
    Temin Edilemiyor
  • History of Pedlars in Europe

    History of Pedlars in Europe

    Karton Kapak
    The profession of peddling has until now received only slight and fragmentary scholarly attention. Usually treated in an anecdotal fashion, the pedlar has generally been thought of as a marginal figure, closer in character to a vagabond than a trader. In this first sustained account of the profession in Europe, Laurence Fontaine argues that peddling, particularly as a means of distributing new commodities such as books, watches, and tobacco, played a crucial role in the formation of the modern European economy.Focusing primarily on the fifteenth through eighteenth centuries, Fontaine traces the origins and development of peddling and the establishment of trading networks. She analyzes the changing social construction of the practice and the effect of encounters between traders of different regions. Following the pedlars’ trade routes across Europe from Spain to Sweden and Scotland to the upper Rhine, she examines their importance as channels of communication as well as of goods and raises such issues as the impact of pedlars on the values and cultural practices of the communities they visited and the ways in which being merchants changed the lives of these migrants.History of Pedlars in Europe separates the mythology that surrounds peddling from the historically reliable and integrates existing studies with new archival research to illuminate one of the most remote areas of the social and economic history of early modern Europe. A means of trade based on mobility, uncertainty, and interdependence, peddling is rediscovered as a dynamic force involved in nothing less than the creation of a modern consumer society.
    Temin Edilemiyor
  • How Much is Enough?: Buddhism, Consumerism, and the Human Environment

    How Much is Enough?: Buddhism, Consumerism, and the Human Environment

    Karton Kapak
    The massive outpouring of consumer products available today might alone lead one to ask "How much is enough?" But at the same time, if we allow ourselves to see the social, political, economic and environmental consequences of the system that produces such a mass of "goods," then the question is not simply a matter of one's own personal choice, but points to the profound interconnectedness of our day to day decisions about "How much is enough?" The ease with which we can acquire massive quantities of food, clothing, kitchenware, and various electronic goods directly connects each of us with not only environmental degradation caused by strip mining in West Virginia, and with sweat shops and child labor in India or Africa, but also with the ongoing financial volatility of Western capitalist economies, and the increasing discrepancies of wealth in all countries.This interconnectedness is the human environment, a phrase intended to point toward the deep interconnection between the immediacy of our own lives, including the question of "How much is enough?," and both the social and natural worlds around us. This collection brings together essays from an international conference jointly sponsored by Ryukoku University, Kyoto, and the Institute of Buddhist Studies, Berkeley. The effects of our own decisions and actions on the human environment is examined from several different perspectives, all informed by Buddhist thought. The contributors are all simultaneously Buddhist scholars, practitioners, and activists - thus the collection is not simply a conversation between these differing perspectives, but rather demonstrates the integral unity of theory and practice for Buddhism.
    Temin Edilemiyor
  • Digital Marketing: Strategy, Implementation and Practice

    Digital Marketing: Strategy, Implementation and Practice

    Karton Kapak
    Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.
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  • Marketing Communications: Brands, Experiences and Participation

    Marketing Communications: Brands, Experiences and Participation

    Karton Kapak
    In addition to an extensive theoretical foundation, the sixth edition of Marketing Communications provides readers with a strongly applied perspective of this rapidly changing and fascinating discipline. Using case studies and examples of brands from around the world, plus invaluable support from the Institute of Practitioners in Advertising, this book provides a unique blend of the theory and practice of brand communications.   Chris Fill’s book continues to be the definitive text for undergraduate and postgraduate students in marketing, business studies and other marketing-related programmes. It is also recognised as an invaluable complement for professional students, including those studying with the Chartered Institute of Marketing.
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