目次

Introduction Part 1: Marketing practices and processes 1. Advertising and the modern world Joseph Turow 2. What is an advertising agency in thetwenty-first century? Advertising processes: from conception to execution and evaluation Iain MacRury 3. Branding, brand value and the hidden persuaders on eBay Helen Powell 4. Advertising, marketing and PR: deepening mutuality against a convergent media landscape Chris Hackley Part 2: Changes in media, markets and marketing 5. Media planning and buying Helen Katz 6. Digital advertising and adtech: programmatic platforms, identify and moments Andrew McStay 7. Branded content: media and marketing integration Jonathan Hardy 8. Advertising regulation Jonathan Hardy Part 3: Promotional cultures, consumers and research 9. Waving not drowning: understanding consumer behaviour in the age of big data Helen Powell and Katy Parsons 10. How does advertising work? Paul Feldwick 11. Advertising creativity Iain MacRury 12. Advertising, agencies and globalisation Paul Springer 13. Advertising across the BRICS John Sinclair 14. The future of marketing and agencies: the next 10 years for consumer engagement Janet Hull Index