Business : Advertising & Promotion

Die markt- und wettbewerbsorientierte Regulierung der Telekommunikation ist seit Jahren wichtiger Gegenstand europ??ischer Richtliniensetzung und nationaler Gesetzgebungen. Die Liberalisierung der europ??ischen Telekommunikationsm??rkte hat zu erheblich ver??nderten Marktstrukturen sowie zu Wachstum gef??hrt. Nun steht erneut eine ??berpr??fung und Weiterentwicklung des europ??ischen Regulierungsrahmens an, bei der die Erfahrungen sowie sich abzeichnende marktliche Ver??nderungen zu ber??cksichtigen sind, um auch in Zukunft eine gute Entwicklung von Infrastrukturen und Diensten im Wettbewerb zu erm??glichen. Dabei ist es hilfreich, Erkenntnisse ??ber den Zusammenhang zwischen Regulierung und Marktentwicklung zu er??rtern und z.B. auch die Frage der Kompetenzverteilung zwischen europ??ischen und nationalen Regulierungsinstitutionen zu diskutieren.Vor diesem Hintergrund hat der M??NCHNER KREIS in Br??ssel mit hochkar??tigen Wissenschaftlern und Experten seine Fachkonferenz durchgef??hrt. Das vorliegende Buch enth??lt die Ergebnisse. more...

Price: $49.95

Linguists who have studied simplified varieties of a given language, such as pidgins or the language of care-givers, have tended to explain similarities in their structure by the fact that they use the same mechanisms of simplification. Bruthiaux tests this idea by looking at the structure of classified ads in American English, using a body of 800 ads from four categories: automobile sales, apartments for rent, help wanted, and personal ads. Bruthiaux's thesis is that strict, uniform constraints on space should result in uniformly simple texts, no matter which category they are in, and that any variation would be due to the particular needs of each category. To prove this he describes the linguistic structure of classified ads, and shows that they are characterized by a minimal degree of morphosyntactic elaboration. He then examines aspects of their conventions to highlight the role of pre-patterned and prefabricated segments whose collocational rigidity may force the inclusion of otherwise dispensable items. He finds that there is indeed significant variation across ad categories in terms of morphosyntactic elaboration, and concludes that this is due to a greater or lesser need to be explicit, as well as a greater or lesser anticipation of interaction. Finally, he examines the implications of these findings for the study of linguistic simplification and register variation.  more...

Price: $65.00

An Adweek Book Master the techniques that top companies use to spark creativity. In today's business environment, gaining the competitive edge through creative and original thinking is a crucial component of brand strategy. Creative leader of advertising Tom Monahan offers a fresh look at the subject, providing hard and fast methods for freeing the mind and inspiring active creativity in oneself and others. His 180-degree Thinking, 100 MPH Method, and other techniques he employs in his creative consulting practice are easy-to-use strategies for unleashing new ideas and facilitating creative product development, advertising, and marketing plans. This book has the added benefit of Monahan's experience of using these methods at A-list client companies. more...

Price: $29.95

An exclusive look at one of the world's most successful and controversial companies, and the mysterious family behind it. BMW is arguably the most admired carmaker in the world. It's financial performance is the envy of its competitors, and BMW products inspire near-fanatical loyalty. While many carmakers struggle with falling sales, profits and market share, demand for BMWs continues to grow, frequently outpacing production. Now, David Kiley-Detroit Bureau Chief at USA Today and author of Getting the Bugs Out, which covered Volkswagen's demise and rebirth, goes inside the fabled German automaker to see how it does what it does so well. With unprecedented access to BMW executives, Kiley goes behind the walls of BMW's famed 'Four Cylinders' headquarters in Munich at a time when the company is in its most aggressive, and some say riskiest, expansion in its history and when some of the company's new products, like the 7 Series sedan and Z4 roadster, are for the first time drawing as many barbs from critics as bouquets. Kiley covers intimate details of the boardroom drama surrounding the company's nearly disastrous acquisition and subsequent sale of the British Rover Group and its expansion into selling MINI and Rolls Royce cars. Besides being a world-class carmaker, BMW is also considered one of the smartest consumer marketing companies and Kiley explores the extraordinary value and management of the BMW brand mystique. He also takes a revealing look at the mysterious and ultra-private Quandt family of Bad Homburg Germany, which owns a controlling stake in BMW: Johanna and Susanne Quandt, two of the wealthiest women in Europe and Stefan Quandt, one of the wealthiest bachelors on the continent. David Kiley (Ann Arbor, MI) is the Detroit Bureau Chief at USA Today who has covered the auto industry for 17 years. He has been featured on Nightline, CNBC, CNN, MSNBC, NPR and the Today show. He is also the author of Getting the Bugs Out: The Rise, Fall, and Comeback of Vol more...

Price: $29.95

A comprehensive guide to writing newsletters and articles, this text provides tips on how to get the brief right; how to open articles; how to use case studies; where to find experts; and how to design and lay out newsletters. more...

Price: $17.99