Nancy Mitchell - Böcker

For courses in introductory advertising.

 

Increase the relevancy and effectiveness of marketing communications

Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Covering advertising, public relations, direct marketing, promotion, and more, Advertising & IMC uses examples of award-winning brand campaigns, contributions from experts, and enduring principles and practices to provide readers with a practical guide to executing integrated marketing communications.

 

And with a new author joining the team, the 11th Edition features a significant reorganization and revision of the material. Now, readers will understand not only the types of marketing communication possible, but also their application of strategy and planning, and how these areas work together -- ensuring they’re prepared to deal with the latest industry practices in their future careers.

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In the mid-1970s, the Cold War had frozen into a nuclear stalemate in Europe and retreated from the headlines in Asia. As Gerald Ford and Jimmy Carter fought for the presidency in late 1976, the superpower struggle overseas seemed to take a backseat to more contentious domestic issues of race relations and rising unemployment. There was one continent, however, where the Cold War was on the point of flaring hot: Africa. Jimmy Carter in Africa opens just after Henry Kissinger's failed 1975 plot in Angola, as Carter launches his presidential campaign. The Civil Rights Act was only a decade old, and issues of racial justice remained contentious. Racism at home undermined Americans' efforts to "win hearts and minds" abroad and provided potent propaganda to the Kremlin. As President Carter confronted Africa, the essence of American foreign policy—stopping Soviet expansion—slammed up against the most explosive and raw aspect of American domestic politics—racism.Drawing on candid interviews with Carter, as well as key U.S. and foreign diplomats, and on a dazzling array of international archival sources, Nancy Mitchell offers a timely reevaluation of the Carter administration and of the man himself. In the face of two major tests, in Rhodesia and the Horn of Africa, Carter grappled with questions of Cold War competition, domestic politics, personal loyalty, and decision-making style. Mitchell reveals an administration not beset by weakness and indecision, as is too commonly assumed, but rather constrained by Cold War dynamics and by the president's own temperament as he wrestled with a divided public and his own human failings. Jimmy Carter in Africa presents a stark portrait of how deeply Cold War politics and racial justice were intertwined.

American imperialism in Latin America at the beginning of the 20th century has been explained, in part, as a response to the threat posed by Germany in the region. But, as Nancy Mitchell demonstrates, the German actions that made the US defensive - and have been held up ever since as evidence that Germany aimed to challenge the Monroe Doctrine - prove to be, on close inspection of German, US and British archives, a potent mix of German bombast and American paranoia. Simply put, says Mitchell, there was no German threat in Latin America. Mitchell's case hinges on the careful investigation of four important matters: the development of German and US war plans, Theodore Roosevelt's response to the Anglo-German blockade of Venezuela, the German presence in southern Brazil and the evolution of Woodrow Wilson's Mexican policy. Her analysis of German actions exposes the persistent US tendency to exaggerate the threat that Wilhelmine Germany posed to Latin America. Germany's ambitions, recklessly proclaimed but never translated into policy, allowed the United States to disguise its intervention in Latin America as the protection of the region from rapacious Europeans, rather than the imperialism of a rising power.

For courses in introductory advertising.

Increase the relevancy and effectiveness of marketing communications

Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Covering advertising, public relations, direct marketing, promotion, and more, Advertising & IMC uses examples of award-winning brand campaigns, contributions from experts, and enduring principles and practices to provide students with a practical guide to executing integrated marketing communications.

And with a new author joining the team, the 11th Edition features a significant reorganisation and revision of the material. Now, readers will understand not only the types of marketing communication possible, but also their application of strategy and planning, and how these areas work together — ensuring students are prepared to deal with the latest industry practices in their future careers.

In the mid-1970s, the Cold War had frozen into a nuclear stalemate in Europe and retreated from the headlines in Asia. As Gerald Ford and Jimmy Carter fought for the presidency in late 1976, the superpower struggle overseas seemed to take a backseat to more contentious domestic issues of race relations and rising unemployment. There was one continent, however, where the Cold War was on the point of flaring hot: Africa. Jimmy Carter in Africa opens just after Henry Kissinger's failed 1975 plot in Angola, as Carter launches his presidential campaign. The Civil Rights Act was only a decade old, and issues of racial justice remained contentious. Racism at home undermined Americans' efforts to "win hearts and minds" abroad and provided potent propaganda to the Kremlin. As President Carter confronted Africa, the essence of American foreign policy—stopping Soviet expansion—slammed up against the most explosive and raw aspect of American domestic politics—racism.Drawing on candid interviews with Carter, as well as key U.S. and foreign diplomats, and on a dazzling array of international archival sources, Nancy Mitchell offers a timely reevaluation of the Carter administration and of the man himself. In the face of two major tests, in Rhodesia and the Horn of Africa, Carter grappled with questions of Cold War competition, domestic politics, personal loyalty, and decision-making style. Mitchell reveals an administration not beset by weakness and indecision, as is too commonly assumed, but rather constrained by Cold War dynamics and by the president's own temperament as he wrestled with a divided public and his own human failings. Jimmy Carter in Africa presents a stark portrait of how deeply Cold War politics and racial justice were intertwined.