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A Concise Guide for Beginners
An ideal resource for those who want to conduct market research but have little experience in doing so, this book describes how each technique works a...
Building a Better Market Focus
McQuarrie (marketing, Santa Clara U.) explains how businesses that market to businesses, and particularly firms that offer product categories that are...
Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, ...
A Rhetorical and Historical Analysis
Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in...
A Sociology of Taste, Audience, and Publics
It’s a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together bloggi...
This cutting-edge work assembles the most current and authoritative new perspectives on the scholarship of advertising rhetoric, under the editorial d...