Incorporating current thinking and developments in the field from both the academic and practitioner worlds, the Second Edition of this bestseller combines a comprehensive theoretical foundation to the subject of corporate communications coupled with numerous practical examples.
Writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. With insightful interviews from leading copywriters, as well as illustrated case studies of major brands, this new, expanded edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalo…
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This work continues its advertising focus with an emphasis on IMC. It is the first book to reflect the shift from the conventional methods of advertising to the more widely recognised approach of implementing an IMC strategy.
It's a multimedia world, and today's journalists must develop a multimedia mindset. How does this way of thinking change the newsgathering and news production processes? Having conceived of and written their book in this changed media landscape, broadcast veterans Wenger and Potter seamlessly build on the fundamentals of good television reporting while teaching students to use depth, interactiv…
With the tenth edition of 'Advanced Accounting', the authors provide a comprehensive treatment that includes all current deliberations of the FASB on consolidations.
"The ninth edition of A First Look at Communication Theory justifies again the program's enduring popularity. Em Griffin, now joined by colleagues Andrew Ledbetter and Glenn Sparks, encourages students who are encountering the field for the first time to tackle theories without fear. The authors introduce 32 diverse theories that are a mix of foundational and recent scholarship and, with the be…
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'Understanding Financial Statements' retains its reputation for readability, concise coverage, and accessibility, and gives students the conceptual background and analytical tools necessary to understand and interpret business financial statements.
The 12th Edition includes new real-world examples and research findings, helping students to see how entrepreneurs are putting into practice the concepts that they are learning about, and making this text the most current and relevant one ...