Strategic marketing communications: new ways to build and integrate communication
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
1997
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 290 S. |
| ISBN: | 0749420138 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV011688340 | ||
| 003 | DE-604 | ||
| 005 | 20180529 | ||
| 007 | t | ||
| 008 | 971216s1997 xxk |||| 00||| eng d | ||
| 020 | |a 0749420138 |9 0-7494-2013-8 | ||
| 035 | |a (OCoLC)37768825 | ||
| 035 | |a (DE-599)BVBBV011688340 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a eng | |
| 044 | |a xxk |c XA-GB | ||
| 049 | |a DE-19 |a DE-521 | ||
| 050 | 0 | |a HF5415.123 | |
| 082 | 0 | |a 658.802 |2 21 | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 100 | 1 | |a Smith, Paul R. |d 1957- |e Verfasser |0 (DE-588)172558263 |4 aut | |
| 245 | 1 | 0 | |a Strategic marketing communications |b new ways to build and integrate communication |c Paul Smith, Chris Berry and Alan Pulford |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a London |b Kogan Page |c 1997 | |
| 300 | |a XIV, 290 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Communicatie |2 gtt | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Strategische planning |2 gtt | |
| 650 | 4 | |a Kommunikation | |
| 650 | 4 | |a Communication in marketing | |
| 650 | 0 | 7 | |a Kommunikation |0 (DE-588)4031883-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | 1 | |a Kommunikation |0 (DE-588)4031883-7 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Berry, Chris |d 1944- |e Verfasser |0 (DE-588)171975081 |4 aut | |
| 700 | 1 | |a Pulford, Alan |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007880824&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-007880824 | ||
Datensatz im Suchindex
| _version_ | 1804126225038311424 |
|---|---|
| adam_text | Contents
Foreword by Marilyn Baxter Xl
Acknowledgements XMI
Introduction xv
1 The Nature of Marketing Communication 1
Learning objectives 1
Topics covered by this chapter
The nature of marketing communication 2
Intentional and unintentional communication 3
Centrifugal and centripetal Communications 4
Lack of strategy means wasted budget 8
The scope of marketing Communications °
Internal programmes and Communications tools 10
External programmes and Communications tools 14
Discussion topics for Chapter 1
References
2 Marketing Communications Past, Present and Future: From Cave
Paintings to Cyber Brands 1 b
Learning objectives
Topics covered by this chapter
The need to invent marketing history
Before towns appeared
Marketing in the early towns
The beginnings of mass communication advertising
The development of mass marketing Communications 21
The beginning of brands
The beginning of the electronic age
The electronic age and the cyber consumer 23
Discussion topics for Chapter 2
References
vi / CONTENTS
3 The Theory of the Communications Process 27
Learning objectives 27
Topics covered by this chapter 27
What is communication? 28
How messages are understood 35
Integrating the model within overall business strategy 43
Discussion topics for Chapter 3 46
References 47
4 The Communications Process and the Marketing Mix 48
Learning objectives 48
Topics covered by this chapter 48
The special features of marketing communications 49
Direct and indirect benefits 49
Closeness to the buying decision 50
State of mind of the customer 52
Hierarchy of effects models 61
Different times to respond to each communications tool 62
Different communications mixes for different markets 64
Different communications mixes for different distribution
channel strategies 65
Integrated marketing communications 65
Discussion topics for Chapter 4 71
References 71
5 The Nature of Strategy 72
Learning objectives 72
Topics covered by this chapter 72
What is strategy? 73
Definitions of strategy 4
Types of strategy
Strategy cascades 77
The benefits of strategy 78
What are the components of marketing strategy? 78
Tips for strategy makers ^
Choosing a particular strategy ^
Appendix 5.1 84
Discussion topics for Chapter 5 °
References
6 Marketing Communications Strategy 8
Learning objectives
Topics covered by this chapter 8°
Strategy and SOSTAC 8?
The benefits of a marketing communications strategy °
The components of a marketing communications strategy °°
;tratpsir communications language ^
CONTENTS / vii
Tips for marketing communications strategy makers 91
Examples of different approaches to communications strategy 92
Conclusions
Appendix 6.1: How others see communications strategy 98
Appendix 6.2: Strategy can apply to a specific communications tool 98
Appendix 6.3: Advertising strategy, creative strategy and ^
media strategy
Appendix 6.4: Occasionally tactics are preferred to strategy
a justification?
Discussion topics for Chapter 6
References
7 Planning: The Corporate, Marketing and Communications ^ ^
Hierarchy 1Q3
Learning objectives „..
Topics covered by this chapter
The overall strategic planning process
The SOSTAC planning framework
The planning hierarchy .„,
The strategic planning stages of marketing communications ij»
The operational planning stages of marketing communications i u
Linking marketing and communications strategy
Using the product lifecycle concept for marketing and ^ ^
communications strategy 1, r
Discussion topics for Chapter 7 . _
References
8 Planning: Writing Marketing Communications Plans using SOSTAC 116
Learning objectives ¦, 1 ^
Topics covered by this chapter 116
An outline marketing communications plan: the SOSTAC system ^ ^ ^
SOSTAC pro forma worksheets
137
9 Planning: Case Studies of SOSTAC in Use 137
Learning objectives 137
Topics covered by this chapter 137
The use of the SOSTAC system 13g
United Airlines 142
Gordon s Gin 145
The National Lottery Game 147
Daewoo 154
Hewlett Packard s LaserJet printer 157
etc limited: human resource consultants ^
INVESCO Fund Managers Limited 1 4
Discussion topics for Chapter 9 1 ^4
Further SOSTAC cases
viii / CONTENTS
10 Planning: How to Integrate Marketing Communications 165
Learning objectives 165
Topics covered by this chapter 165
The development of integrated marketing communications 165
Definitions of integrated marketing communications 166
The seven levels of integration 168
Analysis of driving and restraining forces 171
Means of ensuring integration 171
The benefits of integration 175
Integration using the SOSTAC model 176
Discussion topics for Chapter 10 177
References 177
11 The Internet and On line Strategies 178
Learning objectives 178
Topics covered by this chapter 178
Change and the changing nature of IT 179
Multimedia and the Internet 188
How the Internet can help marketers 189
How the Internet can hinder marketers 200
Developing on line strategies 205
Appendix 11.1: Costs 211
Appendix 11.2: Tips from CompuServe Homepage Wizard 213
Appendix 11.3: The Internet useful or useless? 213
Discussion topics for Chapter 11 216
References 216
12 Strategic Issues: Branding 217
Learning objectives 217
Topics covered by this chapter 217
What is a brand? 218
Components of a brand 222
Core characteristics of a brand 224
Brands are added value 226
Ways of looking at brands 228
Positioning z
Branding is a language expected by the customer 235
Brands are a playground of social meaning 235
Brand Personality 242
Brand conflict: own label vs manufacturer brands 245
Appendix 12.1: The four Cs of branding 249
Appendix 12.2: Measuring brands 250
Appendix 12.3: Basic decisions in branding 252
Appendix 12.4: Building and maintaining strategies 253
Appendix 12.5: Valuation of brands 254
Discussion topics for Chapter 12 256
References 256
CONTENTS / ix
13 Strategic Issues: Global Implications for Communications 258
Learning objectives 258
Topics covered by this chapter 258
Globalisation of markets 259
Global challenges 261
Global misses 265
Global communications strategic options 266
Global communications strategies 269
Central strategy and production 271
Appendix 13.1: Europe 273
Appendix 13.2: Agencies ^7
Discussion topics for Chapter 13 279
References 279
Index 280
|
| any_adam_object | 1 |
| author | Smith, Paul R. 1957- Berry, Chris 1944- Pulford, Alan |
| author_GND | (DE-588)172558263 (DE-588)171975081 |
| author_facet | Smith, Paul R. 1957- Berry, Chris 1944- Pulford, Alan |
| author_role | aut aut aut |
| author_sort | Smith, Paul R. 1957- |
| author_variant | p r s pr prs c b cb a p ap |
| building | Verbundindex |
| bvnumber | BV011688340 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.123 |
| callnumber-search | HF5415.123 |
| callnumber-sort | HF 45415.123 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)37768825 (DE-599)BVBBV011688340 |
| dewey-full | 658.802 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.802 |
| dewey-search | 658.802 |
| dewey-sort | 3658.802 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01732nam a2200469 c 4500</leader><controlfield tag="001">BV011688340</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20180529 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">971216s1997 xxk |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0749420138</subfield><subfield code="9">0-7494-2013-8</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)37768825</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV011688340</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxk</subfield><subfield code="c">XA-GB</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-19</subfield><subfield code="a">DE-521</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.123</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.802</subfield><subfield code="2">21</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Smith, Paul R.</subfield><subfield code="d">1957-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)172558263</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Strategic marketing communications</subfield><subfield code="b">new ways to build and integrate communication</subfield><subfield code="c">Paul Smith, Chris Berry and Alan Pulford</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">1. publ.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London</subfield><subfield code="b">Kogan Page</subfield><subfield code="c">1997</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XIV, 290 S.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Communicatie</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Strategische planning</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Kommunikation</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Communication in marketing</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kommunikation</subfield><subfield code="0">(DE-588)4031883-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Kommunikation</subfield><subfield code="0">(DE-588)4031883-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Berry, Chris</subfield><subfield code="d">1944-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)171975081</subfield><subfield code="4">aut</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Pulford, Alan</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007880824&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-007880824</subfield></datafield></record></collection> |
| id | DE-604.BV011688340 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T18:14:04Z |
| institution | BVB |
| isbn | 0749420138 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007880824 |
| oclc_num | 37768825 |
| open_access_boolean | |
| owner | DE-19 DE-BY-UBM DE-521 |
| owner_facet | DE-19 DE-BY-UBM DE-521 |
| physical | XIV, 290 S. |
| publishDate | 1997 |
| publishDateSearch | 1997 |
| publishDateSort | 1997 |
| publisher | Kogan Page |
| record_format | marc |
| spelling | Smith, Paul R. 1957- Verfasser (DE-588)172558263 aut Strategic marketing communications new ways to build and integrate communication Paul Smith, Chris Berry and Alan Pulford 1. publ. London Kogan Page 1997 XIV, 290 S. txt rdacontent n rdamedia nc rdacarrier Communicatie gtt Marketing gtt Strategische planning gtt Kommunikation Communication in marketing Kommunikation (DE-588)4031883-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Kommunikation (DE-588)4031883-7 s DE-604 Berry, Chris 1944- Verfasser (DE-588)171975081 aut Pulford, Alan Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007880824&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Smith, Paul R. 1957- Berry, Chris 1944- Pulford, Alan Strategic marketing communications new ways to build and integrate communication Communicatie gtt Marketing gtt Strategische planning gtt Kommunikation Communication in marketing Kommunikation (DE-588)4031883-7 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4031883-7 (DE-588)4037589-4 |
| title | Strategic marketing communications new ways to build and integrate communication |
| title_auth | Strategic marketing communications new ways to build and integrate communication |
| title_exact_search | Strategic marketing communications new ways to build and integrate communication |
| title_full | Strategic marketing communications new ways to build and integrate communication Paul Smith, Chris Berry and Alan Pulford |
| title_fullStr | Strategic marketing communications new ways to build and integrate communication Paul Smith, Chris Berry and Alan Pulford |
| title_full_unstemmed | Strategic marketing communications new ways to build and integrate communication Paul Smith, Chris Berry and Alan Pulford |
| title_short | Strategic marketing communications |
| title_sort | strategic marketing communications new ways to build and integrate communication |
| title_sub | new ways to build and integrate communication |
| topic | Communicatie gtt Marketing gtt Strategische planning gtt Kommunikation Communication in marketing Kommunikation (DE-588)4031883-7 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Communicatie Marketing Strategische planning Kommunikation Communication in marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007880824&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT smithpaulr strategicmarketingcommunicationsnewwaystobuildandintegratecommunication AT berrychris strategicmarketingcommunicationsnewwaystobuildandintegratecommunication AT pulfordalan strategicmarketingcommunicationsnewwaystobuildandintegratecommunication |