Bibliografie curs Introducere in Publicitate/Strategii publicitare

Nivelul 1: 1. Petre D., Nicola M. (2004), Introducere in Publicitate, Bucuresti: comunicare.ro.

Nivelul 2:2. Petre D., Iliescu D. (2005), Psihologia Reclamei, Bucuresti: comunicare.ro.3. Iliescu D., Petre D. (2004), Psihologia Consumatorului, Bucuresti: comunicare.ro.

Nivelul 3:4. Russel J. T., Lane, R. W. (2002), Manual de Publicitate, Bucureşti: Teora.5. Kotler P. (1998), Managementul marketingului, Bucureşti: Teora.6. Kotler P. (1999), Principiile marketingului, Bucureşti: Teora.

Nivelul 4:7. Ogilvy D. (1999), Ogilvy despre publicitate, Bucureşti: Ogilvy&Mather.8. Marcenac L., Milon A., Saint Michel S.H., Strategii publicitare. De la studiul de marketing la alegerea

diferitelor media, Bucuresti: Polirom.9. Ries A., Trout J. (2004), Pozitionarea, Bucuresti: Brandbuilders Grup.10.Ries A., Ries L. (2006), Cele 22 de legi imuabile ale brandingului, Bucuresti: Brandbuilders Grup.11.Schultz D.E, Robinson W.A., Petrison L.A. (2006), Esenţialul despre promoţii, Bucuresti: Brandbuilders

Grup.12.John Steel J. (2005), Adevar, minciuni si advertising, Bucuresti: Brandbuilders Grup.13.Newman N. (2006), Salturi creative, Bucuresti: Brandbuilders Grup.14.Aaker D. (2005), Managementul capitalului unui brand, Bucuresti: Brandbuilders Grup.15.Aaker D. (2006), Strategia portofoliului de brand, Bucuresti: Brandbuilders Grup.16.Sullivan L. (2004), Hei, Whipple, incearca asta!, Bucuresti: Brandbuilders Grup.17.Ollins W. (2004), Noul ghid de identitate, Bucuresti: comunicare.ro.18.Ollins W. (2006), despre brand, Bucuresti: comunicare.ro.19.Heilbrunn B. (2002), Logo, Bucureşti: comunicare.ro.20.Atkinson J. (2006), Inovatie in advertising, Bucuresti: comunicare.ro.21.Kapferer J. N. (2002), Căile Persuasiunii, Bucureşti: comunicare.ro.22.Cialdini R. B. (2004), Psihologia persuasiunii, Bucuresti: Business Tech International Press.23.Larson C. U. (2003), Persuasiunea. Receptare si responsabilitate, Iasi: Polirom.24.Brune F. (2003), Fericirea ca obligaţie, Bucureşti: Trei.25.Bonnange C.; Thomas C. (1999), Don Juan sau Pavlov? Eseu despre comunicarea publicitară,

Bucureşti: Trei.26.Jefkins F. (2000), Cum să stăpâneşti reclama la perfecţie, Bucureşti: Rentrop&Straton.27.Levinson J.C. (2002), Guerilla Advertising, Bucuresti: All.28.Levinson J.C. (2002), Guerilla Creativity, Bucuresti: All.29.Datculescu P. (2005), Cercetarea de marketing, Bucuresti: Brandbuilders Grup.

Nivelul 5:30.O’Guinn T., Allen T., Semenik R. (1998), Advertising, Cincinatti: South Western College Publishing.31.Bovée L. C., Arens F. W. (1986), Contemporary Advertising, Illinois: Irwin Homewood.

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32.Baker M. J. (1998), Macmillan Dictionary of Marketing & Advertising, London: Macmillan Business.33.Bogart L. (1996), Strategy in Advertising - Matching Media and Messages to Markets and Motivations,

Lincolnwood: NTC Bussiness Books.34.Tellis G. J. (1998), Advertising and Sales Promotion Strategy, Massechusetts: Addison-Wesley.35.Butterfield L. (ed.) (2003), Excellence in Advertising, New York: Butterworth Heinemann.36.Engel J. F., Warshaw M. R., Kinnear T. C. (1997), Promotional Strategy: Managing The Marketing

Communications Process, Boston: Homewood.37.Jewler J.A., Drewniany L. B. (1998), Creative Strategy in Advertising, Columbia: Wadsworth Publishing

Company.38.Keding A., Bivins T. (1996), How to produce Creative Advertising, Illinois: NTC Business Books.39.Higgins D. (1996), The Art of Writing, Conversations with masters of the Craft,Illinois: NTC Business

Books.40.Ogilvy D. (1997), An Autobiography, USA: John Wiley & Sons Inc.41.Russel J. T., Lane, R. W. (1996), Klepner’s Advertising Procedure, New Jersey: Prentice Hall International

Editions.42.Barthes R. (1997), Mitologii, Iaşi: Institutul European.43.Dîncu V. S. (1999), Comunicarea Simbolică. Arhitectura discursului publicitar, Cluj Napoca: Dacia.44.Goddard A. (2002), Limbajul publicităţii, Bucureşti: Polirom.45.Haineault R. (2004), Publicitate si Psihanaliza, Bucuresti: Trei.

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Mario Pricken (2004). Creative Advertising: Ideas and Techniques from the World's Best Campaigns, Thames and Hudson Ltd Kevin Roberts (2004). Lovemarks: the future beyond brands. New York, NY: PowerHouse Books. Malcolm Gladwell (2000).The Tipping Point: How Little Things Can Make a Big Difference, Publisher: Little, Brown Adam Morgan (1999). Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (by Product Details, Publisher: Wiley Joseph Campbell (1988). The Power of Myth. Publisher: Broadway Jean-Marie Dru (1996). Disruption: Overturning Conventions and Shaking Up the Marketplace. New York, NY: John Wiley & Sons, Inc. Jean-Maria Dru (2002): Beyond Disruption: Changing the Rules in the Marketplace. New York, NY: John Wiley & Sons, Inc. Joan Kufrin (1995). Leo Burnett: Star Reacher. Chicago, IL: Leo Burnett Company, Inc. Bob Levenson (1987). Bill Bernbach's book : a history of the advertising that changed the history of advertising. New York, NY: Villard Books. Dennis Higgins (1987). The Art of Writing Advertising: Conversations with Masters of the Craft. Lincolnwood, IL: NTC Business Books. Bart Cummings (1984). The Benevolent Dictators: Interviews with Advertising Greats. Chicago, IL: Crain Books. A. Jerome Jewler (1981). Creative Strategy in Advertising. Belmont, CA: Wadsworth. Jack Z. Sissors and Jim Surmanek (1976). Advertising Media Planning. Chicago, IL: Crain Books. John Caples (1974). Tested Advertising Methods. Englewood Cliffs, NJ: Prentice-Hall. David A. Aaker (2002). Building Strong Brands (Paperback). Publisher: Simon & Schuster Jon Steel (1998). Truth, Lies & Advertising: The Art of Account Planning. New York, NY: John Wiley & Sons. WARC Advertising Works and How Edited by Laurence Green Price US$60.00 Advertising Works 13 Edited by Alison Hoad Price US$99.00 AMAZON

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