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Advertising and Anthropology
Timothy de Waal Malefyt
Robert J. Morais
其他書名
Ethnographic Practice and Cultural Perspectives
出版
Taylor & Francis
, 2013-08-01
主題
Social Science / Anthropology / General
Social Science / Sociology / General
Business & Economics / Industries / Media & Communications
Business & Economics / Advertising & Promotion
Social Science / Anthropology / Cultural & Social
ISBN
0857852035
9780857852038
URL
http://books.google.com.hk/books?id=ZhqaQDRSqGgC&hl=&source=gbs_api
EBook
SAMPLE
註釋
Examining theory and practice,
Advertising and Anthropology
is a lively and important contribution to the study of organizational culture, consumption practices, marketing to consumers and the production of creativity in corporate settings. The chapters reflect the authors' extensive lived experienced as professionals in the advertising business and marketing research industry. Essays analyze internal agency and client meetings, competitive pressures and professional relationships and include multiple case studies. The authors describe the structure, function and process of advertising agency work, the mediation and formation of creativity, the centrality of human interactions in agency work, the production of consumer insights and industry ethics. Throughout the book, the authors offer concrete advice for practitioners.
Advertising and Anthropology
is written by anthropologists for anthropologists as well as students and scholars interested in advertising and related industries such as marketing, marketing research and design.