Advertising and Promotion or Purchasing

Advertising and Promotion: An Integrated Marketing Communications Perspective

Author: George E Belch

The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers,advertisers must utilize the myriad of media outlets-print,radio,cable,satellite TV,and now the Internet. Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective,or theme of the text,catapults the reader into the business practices of the 21st century.

Table of Contents:

Chapter 1: An Introduction to Integrated Marketing Communications

Chapter 2: The Role of IMC in the Marketing Process
Chapter 3: Organizing for Advertising and Promotion
Chapter 4: Perspectives on Consumer Behavior
Chapter 5: The Communication Process
Chapter 6: Source, Message, and Channel Factors
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
Chapter 8: Creative Strategy: Planning and Development
Chapter 9: Creative Strategy: Implementation and Evaluation
Chapter 10: Media Planning and Strategy
Chapter 11: Evaluation of Broadcast Media
Chapter 12: Evaluation of Print Media
Chapter 13: Support Media
Chapter 14: Direct Marketing
Chapter 15: Interactive Media and the Internet
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising
Chapter 18:Personal Selling
Chapter 19: Measuring the Effectiveness of the Promotional Program
Chapter 20: International Advertising and Promotion
(and more...)

Books about economics: Facilitating with Ease or Dirty Politics

Purchasing: Selection and Procurement for the Hospitality Industry

Author: Andrew Hale Feinstein

Essential information from a manager's perspective-revised for today's industry Within any hospitality business, the purchasing function underlies every aspect of the operation. Even if they are not purchasing agents, hospitality managers must have a firm grasp of purchasing principles in order to run a successful operation. Purchasing: Selection and Procurement for the Hospitality Industry, Seventh Edition offers a revised and updated edition of the foundational resource for this crucial area.
The Seventh Edition of this classic book features:
* In-depth coverage throughout of the latest purchasing technology applications
* The most current standards and trends in all areas of purchasing: food, furniture, fixtures, and equipment
* Discussions and interviews with industry executives on how purchasing affects their business
* A new full-color interior design filled with vibrant color photographs
* Questions, problems, experiential exercises, glossary, Web site links, and other practical features The Seventh Edition covers not only the latest purchasing techniques and practices, but also provides comprehensive coverage of the timeless principles of this essential topic. From the first steps of selection, to receiving, storing, and managing goods and services, Purchasing, Seventh Edition is essential reading for anyone starting or developing a career in hospitality management.

Table of Contents:

	Introduction
Chapter 1	The Concepts of Selection and Procurement	1
	Learning Objectives	1
	Chapter 1 Study Outline	1
	Chapter 1 Exercises	2
	Chapter 1 Check-in	3
Chapter 2	Technology Applications in Purchasing	6
	Learning Objectives	6
	Chapter 2 Study Outline	6
	Chapter 2 Exercises	6
	Chapter 2 Check-in	8
Chapter 3	Distribution Systems	10
	Learning Objectives	10
	Chapter 3 Study Outline	10
	Chapter 3 Exercises	11
	Chapter 3 Check-in	13
Chapter 4	Forces Affecting the Distribution Systems	15
	Learning Objectives	15
	Chapter 4 Study Outline	15
	Chapter 4 Exercises	16
	Chapter 4 Check-in	19
Chapter 5	An Overview of the Purchasing Function	21
	Learning Objectives	21
	Chapter 5 Study Outline	21
	Chapter 5 Exercises	22
	Chapter 5 Check-in	24
Chapter 6	The Organization and Administration of Purchasing	26
	Learning Objectives	26
	Chapter 6 Study Outline	26
	Chapter 6 Exercises	27
	Chapter 6 Check-in	29
Chapter 7	The Buyer's Relations with Other Company Personnel	31
	Learning Objectives	31
	Chapter 7 Study Outline	31
	Chapter 7 Exercises	32
	Chapter 7 Check-in	35
Chapter 8	The Purchase Specification: An Overall View	37
	Learning Objectives	37
	Chapter 8 Study Outline	37
	Chapter 8 Exercises	38
	Chapter 8 Check-in	40
Chapter 9	The Optimal Amount	42
	Learning Objectives	42
	Chapter 9 Study Outline	42
	Chapter 9 Exercises	43
	Chapter 9 Check-in	45
Chapter 10	The Optimal Price	47
	Learning Objectives	47
	Chapter 10 Study Outline	47
	Chapter 10 Exercises	48
	Chapter 10 Check-in	51
Chapter 11	The Optimal Payment Policy	53
	Learning Objectives	53
	Chapter 11 Study Outline	53
	Chapter 11 Exercises	54
	Chapter 11 Check-in	55
Chapter 12	The Optimal Supplier	57
	Learning Objectives	57
	Chapter 12 Study Outline	57
	Chapter 12 Exercises	58
	Chapter 12 Check-in	61
Chapter 13	Typical Ordering Procedures	63
	Learning Objectives	63
	Chapter 13 Study Outline	63
	Chapter 13 Exercises	64
	Chapter 13 Check-in	65
Chapter 14	Typical Receiving Procedures	68
	Learning Objectives	68
	Chapter 14 Study Outline	68
	Chapter 14 Exercises	69
	Chapter 14 Check-in	72
Chapter 15	Typical Storage Management Procedures	74
	Learning Objectives	74
	Chapter 15 Study Outline	74
	Chapter 15 Exercises	75
	Chapter 15 Check-in	77
Chapter 16	Security in the Purchasing Function	79
	Learning Objectives	79
	Chapter 16 Study Outline	79
	Chapter 16 Exercises	80
	Chapter 16 Check-in	81
Chapter 17	Fresh Produce	84
	Learning Objectives	84
	Chapter 17 Study Outline	84
	Chapter 17 Exercises	85
	Chapter 17 Check-in	88
Chapter 18	Processed Produce and Other Grocery Items	90
	Learning Objectives	90
	Chapter 18 Study Outline	90
	Chapter 18 Exercises	91
	Chapter 18 Check-in	93
Chapter 19	Dairy Products	96
	Learning Objectives	96
	Chapter 19 Study Outline	96
	Chapter 19 Exercises	97
	Chapter 19 Check-in	98
Chapter 20	Eggs	100
	Learning Objectives	100
	Chapter 20 Study Outline	100
	Chapter 20 Exercises	101
	Chapter 20 Check-in	102
Chapter 21	Poultry	105
	Learning Objectives	105
	Chapter 21 Study Outline	105
	Chapter 21 Exercises	106
	Chapter 21 Check-in	108
Chapter 22	Fish	110
	Learning Objectives	110
	Chapter 22 Study Outline	110
	Chapter 22 Exercises	111
	Chapter 22 Check-in	113
Chapter 23	Meat	115
	Learning Objectives	115
	Chapter 23 Study Outline	115
	Chapter 23 Exercises	116
	Chapter 23 Check-in	118
Chapter 24	Beverages	120
	Learning Objectives	120
	Chapter 24 Study Outline	120
	Chapter 24 Exercises	121
	Chapter 24 Check-in	122
Chapter 25	Nonfood Expense Items	124
	Learning Objectives	124
	Chapter 25 Study Outline	124
	Chapter 25 Exercises	125
	Chapter 25 Check-in	126
Chapter 26	Services	128
	Learning Objectives	128
	Chapter 26 Study Outline	128
	Chapter 26 Exercises	129
	Chapter 26 Check-in	130
Chapter 27	Furniture, Fixtures, and Equipment	132
	Learning Objectives	132
	Chapter 27 Study Outline	132
	Chapter 27 Exercises	133
	Chapter 27 Check-in	135
	Practice Test	138
	Practice Test Answer Key	151
	Chapter Check-in Answer Keys	152