Advertising Strategy provides students with the experience of an actively teaching professor at one of the top advertising programs in the country and a working creative director/agency principle. Altstiel and Grow get right to the point by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus on only work created for large consumer accounts by mega agencies, this text also covers business-to-business, in-house, and small agency work. Key Features: - Up-to-date examples: over half were produced in the last two years. - Writing for the Internet/Interactive Marketing: the most comprehensive and up to date general copywriting text that covers the Internet - Diversity discussion: a whole chapter is devoted to these issues, plus examples and case histories related to issues of diversity are woven throughout the text. - War Stories: the authors tracked down some of the hottest professionals in the business and their anecdotes bring real world experience into each chapter. They are part case history, part lessons-to-be-learned and sometimes, very funny. - Words of Wisdom: timely quotes from some of the most influential people in our business, past and present. These quotes bring key points to life in every chapter. - Who′s Who: short biographies of people mentioned in the book. Located at the end of each chapter, these blurbs sometimes include very personal information provided directly by these people.

Product Concept Design has been written by a collection of researchers and practising designers from leading companies such as Nokia and Volvo. The book explains the process of conceptual design of new manufactured products and shows how the principles involved are employed in real examples of consumer products from some of the world’s most important corporations detailed by the designers themselves. The book will be bought by designers and managers in industry, as well as lecturers in design and design engineering and their students.

This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.

This book introduces a new speculative design process for inclusive new product development (NPD). The authors offer Vision Enabled Design Thinking (VEDT), a human-centered technological design framework incorporating the use of Design Lens and Vision Concepting, as a way for the designer to ideate and reflect on product development concepts within a deeper sociocultural context. The authors incorporate project management concepts into the overall design process through the development of a new design process, "4-D Algorithm for New Product Development." Inclusion by Design: Future Thinking Approaches to New Product Development formalizes the use of speculative design as a means for more inclusive NPD and promotes management of the design process as a needed skill for future engineers and designers. It provides a novel design methodology of VEDT for engaging vision concepting, through the use of Design Lenses in engaging speculative design practices and offers an implementation framework to support the sustainable adoption and use of future design methods. The 4-D Algorithm for New Product Development promotes inclusivity in design while addressing practical aspects of managing the design process in today’s corporate business environment. Those involved with interactive product and technology design, new product development, design researchers and managers, engineers, as well as professionals and graduate students will find this book useful.

In this easy-to-read action guide, Corbin H. Links shares key strategies for successfully planning and organizing an Identity and Access Management (IAM) Program. Mr. Links brings something to the table that no one else does - success tips and strategies that are truly vendor neutral, and designed to work for any organization regardless of size or business type. This book is the result of over 11 years designing and implementing IAM strategies for a diverse international client base. This book has one primary purpose: save organizations time and money in their Strategic Business Initiatives, without sacrificing quality or alignment with goals. The companion website to this book is located at http://www.iamsuccesstips.com.

Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.