Nicholas Jackson O'Shaughnessy – författare
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3 produkter
3 produkter
475 kr
Skickas inom 5-8 vardagar
How does one choose between a brand name and a generic named product? Why does one choose an item with a slightly lower price than the other? The answer is emotion. This book provides an account of the marketing power of emotion, complete with references and real-life examples. Emotions, whether it is realized or not, is one of the central factors in our buying behaviour. Emotions energize the motivation to buy and certain persuasive techniques are more effective than others are when marketers are trying to resonate emotionally with consumers. This book covers all the essential relevant topics, including the scope of emotion in marketing and how - in response to these - customers make product appraisals. Finally, the volume covers branding and how emotions play a role in consumer loyalty to brands.
535 kr
Skickas inom 10-15 vardagar
This book provides a survey of the phenomenon of marketing which has become the dogma of America's politicians and their campaign managers. It poses some fundamental questions about how the import of commercial techniques to politics has revolutionized the nature of American democracy.
201 kr
Skickas inom 7-10 vardagar
Hitler was one of the few politicians who understood that persuasion was everything, deployed to anchor an entire regime in the confections of imagery, rhetoric and dramaturgy. The Nazis pursued propaganda not just as a tool, an instrument of government, but also as the totality, the raison d'etre, the medium through which power itself was exercised. Moreover, Nicholas O'Shaughnessy argues, Hitler, not Goebbels, was the prime mover in the propaganda regime of the Third Reich - its editor and first author. Under the Reich everything was a propaganda medium, a building-block of public consciousness, from typography to communiques, to architecture, to weapons design. There were groups to initiate rumours and groups to spread graffiti. Everything could be interrogated for its propaganda potential, every surface inscribed with polemical meaning, whether an enemy city's name, an historical epic or the poster on a neighbourhood wall. But Hitler was in no sense an innovator - his ideas were always second- hand.Rather his expertise was as a packager, fashioning from the accumulated mass of icons and ideas, the historic debris, the labyrinths and byways of the German mind, a modern and brilliant political show articulated through deftly managed symbols and rituals. The Reich would have been unthinkable without propaganda - it would not have been the Reich.