Advertising: A Very Short Introduction

Author: Winston Fletcher
Publisher: Oxford University Press
ISBN: 0199568928
Category : Business & Economics
Languages : en
Pages : 161

Book Description
How advertising works is not a question that has a simple answer. Advertising is a diverse entity and different campaigns work (or fail to work) in a plethora of different ways. Most advertising persuades people to buy things, but how? And who does it aim to persuade? And how are these decisions made? In this Very Short Introduction Winston Fletcher, an expert with extensive knowledge of advertising from the inside, aims to answer these questions, and in doing so, dispels some of the myths and misunderstandings surrounding the industry. The book contains a short history of advertising and an explanation of how the industry works, and how each of the parties (the advertisers , the media and the agencies) are involved. It considers the extensive spectrum of advertisers and their individual needs. It also looks at the financial side of advertising and asks how advertisers know if they have been successful, or whether the money they have spent has in fact been wasted. Fletcher concludes with a discussion about the controversial and unacceptable areas of advertising such as advertising products to children and advertising products such as cigarettes and alcohol. He also discusses the benefits of advertising and what the future may hold for the industry. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

Marketing: A Very Short Introduction

Author: Kenneth Le Meunier-FitzHugh
Publisher: Oxford University Press
ISBN: 019256224X
Category : Business & Economics
Languages : en
Pages : 177

Book Description
Very Short Introductions: Brilliant, Sharp, Inspiring Marketing is pivotal in today's world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, as well as creating awareness of the company's offering. As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organisation's ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer's purchasing habits. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

Branding

Author: Robert Jones
Publisher: Oxford University Press
ISBN: 0198749910
Category : Business & Economics
Languages : en
Pages : 161

Book Description
Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic, and what the future for brands might be.

Design: A Very Short Introduction

Author: John Heskett
Publisher: Oxford University Press, USA
ISBN: 0192854461
Category : Art
Languages : en
Pages : 169

Book Description
This book will transform the way you think about design by showing how integral it is to our daily lives, from the spoon we use to eat our breakfast cereal to the medical equipment used to save lives. John Heskett goes beyond style and taste to look at how different cultures and individuals personalise objects.

Public Health: A Very Short Introduction

Author: Virginia Berridge
Publisher: Oxford University Press
ISBN: 0191002143
Category : Medical
Languages : en
Pages : 161

Book Description
Public health is a term much used in the media, by health professionals, and by activists. At the national or the local level there are ministries or departments of public health, whilst international agencies such as the World Health Organisation promote public health policies, and regional organisations such as the European Union have public health funding and policies. But what do we mean when we speak about 'public health'? In this Very Short Introduction Virginia Berridge explores the areas which fall under the remit of public health, and explains how the individual histories of different countries have come to cause great differences in the perception of the role and responsibilities of public health organisations. Thus, in the United States litigation on public health issues is common, but state involvement is less, while some Scandinavian countries have a tradition of state involvement or even state ownership of industries such as alcohol in connection with public health. In its narrowest sense, public health can refer to the health of a population, the longevity of individual members, and their freedom from disease, but it can also be anticipatory, geared to the prevention of illness, rather than simply the provision of care and treatment. In the way public health deals with healthy as well as sick people it is therefore a separate concept from health services, which deal with the sick population. Drawing on a wide range of international examples, Berridge demonstrates the central role of history to understanding the amorphous nature of public health today. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

Projects

Author: Andrew Davies
Publisher: Oxford University Press
ISBN: 0198727666
Category : Business & Economics
Languages : en
Pages : 177

Book Description
A project is a temporary coalition of people and resources brought together to achieve a one-off objective. Andrew Davies explains how and why the project approach is central to success in creating products and services, constructing major infrastructure, launching entrepreneurial ventures, implementing strategies, even landing a man on the moon.

Lincoln: A Very Short Introduction

Author: Allen C. Guelzo
Publisher: Oxford University Press
ISBN: 0199743746
Category : History
Languages : en
Pages : 162

Book Description
Beneath the surface of the apparently untutored and deceptively frank Abraham Lincoln ran private tunnels of self-taught study, a restless philosophical curiosity, and a profound grasp of the fundamentals of democracy. Now, in Lincoln: A Very Short Introduction, the award-winning Lincoln authority Allen C. Guelzo offers a penetrating look into the mind of one of our greatest presidents. If Lincoln was famous for reading aloud from joke books, Guelzo shows that he also plunged deeply into the mainstream of nineteenth-century liberal democratic thought. Guelzo takes us on a wide-ranging exploration of problems that confronted Lincoln and liberal democracy--equality, opportunity, the rule of law, slavery, freedom, peace, and his legacy. The book sets these problems and Lincoln's responses against the larger world of American and trans-Atlantic liberal democracy in the 19th century, comparing Lincoln not just to Andrew Jackson or John Calhoun, but to British thinkers such as Richard Cobden, Jeremy Bentham, and John Bright, and to French observers Alexis de Tocqueville and François Guizot. The Lincoln we meet here is an Enlightenment figure who struggled to create a common ground between a people focused on individual rights and a society eager to establish a certain moral, philosophical, and intellectual bedrock. Lincoln insisted that liberal democracy had a higher purpose, which was the realization of a morally right political order. But how to interject that sense of moral order into a system that values personal self-satisfaction--"the pursuit of happiness"--remains a fundamental dilemma even today. Abraham Lincoln was a man who, according to his friend and biographer William Henry Herndon, "lived in the mind." Guelzo paints a marvelous portrait of this Lincoln--Lincoln the man of ideas--providing new insights into one of the giants of American history. About the Series: Combining authority with wit, accessibility, and style, Very Short Introductions offer an introduction to some of life's most interesting topics. Written by experts for the newcomer, they demonstrate the finest contemporary thinking about the central problems and issues in hundreds of key topics, from philosophy to Freud, quantum theory to Islam.

Infectious Disease: A Very Short Introduction

Author: Marta Wayne
Publisher: OUP Oxford
ISBN: 0191002828
Category : Medical
Languages : en
Pages : 137

Book Description
As doctors and biologists have learned, to their dismay, infectious disease is a moving target: new diseases emerge every year, old diseases evolve into new forms, and ecological and socioeconomic upheavals change the transmission pathways by which disease spread. By taking an approach focused on the general evolutionary and ecological dynamics of disease, this Very Short Introduction provides a general conceptual framework for thinking about disease. Ecology and evolution provide the keys to answering the 'where', 'why', 'how', and 'what' questions about any particular infectious disease: where did it come from? How is it transmitted from one person to another, and why are some individuals more susceptible than others? What biochemical, ecological, and evolutionary strategies can be used to combat the disease? Is it more effective to block transmission at the population level, or to block infection at the individual level? Through a series of case studies, Benjamin Bolker and Marta L. Wayne introduce the major ideas of infectious disease in a clear and thoughtful way, emphasising the general principles of infection, the management of outbreaks, and the evolutionary and ecological approaches that are now central to much research about infectious disease. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

Film: A Very Short Introduction

Author: Michael Wood
Publisher: Oxford University Press, USA
ISBN: 0192803530
Category : Art
Languages : en
Pages : 153

Book Description
Film is considered to be the dominant art form of the twentieth century. It can be considered many other things; a record of events, a modern mythology, a career, an industry, an art, a hobby, and much else. Michael Wood explores the history of film, its venture into the digital age, and its role and impact on modern society.

Heidegger: A Very Short Introduction

Author: Michael Inwood
Publisher: OUP Oxford
ISBN: 019160657X
Category : Philosophy
Languages : en
Pages : 169

Book Description
Martin Heidegger (1889-1976) is probably the most divisive philosopher of the twentieth century. Considered by some to be the greatest charlatan ever to claim the title of 'philosopher', by some as an apologist for Nazism, he was also an acknowledged leader and central figure to many philosophers. Michael Inwood's lucid introduction to Heidegger's thought focuses on his most important work, 'Being and Time', and its major themes of existence in the world, inauthenticity, guilt, destiny, truth, and the nature of time. These themes are then reassessed in the light of Heidegger's later work, together with the extent of his philosophical importance and influence. This is an invaluable guide to the complex and voluminous thought of a major twentieth-century existentialist philosopher. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.