Effective marketing communications: a skills and activity-based approach
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford u.a.
Blackwell Business
1995
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Effective management
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXVIII, 249 S. graph. Darst. |
| ISBN: | 0631191267 |
Internformat
MARC
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| 100 | 1 | |a Anderson, Alan H. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Effective marketing communications |b a skills and activity-based approach |c Alan H. Anderson and David Kleiner |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Oxford u.a. |b Blackwell Business |c 1995 | |
| 300 | |a XXVIII, 249 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Effective management | |
| 650 | 7 | |a Communicatie |2 gtt | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Kommunikation | |
| 650 | 4 | |a Communication in marketing | |
| 650 | 4 | |a Customer relations | |
| 650 | 4 | |a Public relations | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Kommunikation |0 (DE-588)4031883-7 |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 |
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| 700 | 1 | |a Kleiner, David |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=007049013&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-007049013 | ||
Datensatz im Suchindex
| _version_ | 1804125042905186304 |
|---|---|
| adam_text | Contents List of Figures vi
List of Boxes vii
List of Activities ix
Introduction to the Series xi
The Series: Learning, Activities, Skills and Compatibility xv
Preface xxv
Outline Themes xxv
Learning Aims xxvii
Format and Context xxvii
Acknowledgements xxx
Unit One Marketing and Communications 1
Unit Two Public Relations 35
Unit Three Advertising 65
Unit Four Other Promotion 117
Unit Five Selling 157
Unit Six Managing the Communications Mix 203
Conclusion: Assessing the Importance of the
Marketing Communications Mix 237
Bibliography and Further Reading 239
Index 246
Figures Figure SK. 1 Series skills matrix: functional and generic skills xvi
Figure SK.2 Series learning strategy xix
Figure SK.3 Series knowledge and skills related to an educational
classification xx
Figure SK.4 Series knowledge and skills related to a training
classification xxi
Figure SK.5 Series knowledge and skills related to Management
Charter Initiative (MCI) competencies xxii
Figure SK.6 Series knowledge and skills related to Training
Commission/Council for Management Education
(CMED) competencies xxiii
Figure 0.1 Outline of the units xxix
Figure 1.1 Outline of Unit One 4
Figure 1.2 A communications process 7
Figure 1.3 A simple communications system 8
Figure 2.1 Outline of Unit Two 39
Figure 3.1 Outline of Unit Three 69
Figure 3.2 Example of response analysis 85
Figure 4.1 Outline of Unit Four 122
Figure 5.1 Outline of Unit Five 159
Figure 6.1 Outline of Unit Six 205
Figure 6.2 The training system 218
vi
Boxes Box MC1.1 Systems and marketing 4
Box MCI.2 Variables impacting on the marketing initiative 6
Box MCI.3 Noise and distorted communications 8
Box MC 1.4 The marketing mix and the communications mix 10
Box MCI.5 Marketing as exchange: a key role for
communications 11
Box MC 1.6 The buyer and motivation 18
Box MCI.7 Marketing communications: a learning process? 19
Box MCI.8 Industrial buying 23
Box MCI.9 I love a party with an atmosphere 25
Box MC 1.10 Lifestyle segmentation 26
Box MC 1.11 A marketing plan 29
Box MC 1.12 Some strategic options 29
Box MCI. 13 The communications mix and positioning 32
Box MC2.1 A range of publics 42
Box MC2.2 Role and purpose of a PR department 47
Box MC2.3 Advantages of an internal PR department 48
Box MC2.4 Disadvantages of an internal PR department 48
Box MC2.5 A PR crash: free flights at Hoover 52
Box MC2.6 The media 53
Box MC2.7 Sponsorship 56
BoxMC2.8 Checklist for agency selection 61
Box MC2.9 Imagery and the communications mix 62
BoxMC3.1 Advertising objectives 70
Box MC3.2 How does advertising work? 72
Box MC3.3 An advertising campaign: a checklist 86
Box MC3.4 Rating an advertising agency 88
Box MC3.5 Choosing or changing an agency 90
BoxMC3.6 Other agencies roles 92
Box MC3.7 The media brief 98
BoxMC3.8 Media proposals 99
BoxMC3.9 Client X: proposed media schedule 100
BoxMC3.10 Segmentation 102
Box MC3.11 Media planning newspapers 104
Box MC3.12 Media scheduling: principles or creative flair? 107
BoxMC4.1 Promotion: seeking credibility 126
BoxMC4.2 Unconscious sales promotion: play it again and again 127
Box MC4.3 Sales promotion an example 127
Box MC4.4 A promotional disaster 127
vii
viii LIST OF BOXES
BoxMC4.5 Data sheets an example 128
BoxMC4.6 Subliminal selling 138
BoxMC4.7 Direct marketing 139
BoxMC4.8 Direct marketing an alternative medium 140
Box MC4.9 Writing an effective mailing 145
Box MC4.10 Exhibition marketing programme 150
Box MC4.11 Integrated marketing: Coca Cola 153
BoxMC5.1 Models and approaches to selling 160
BoxMC5.2 Handling difficult customers 169
Box MC5.3 Using the overhead projector in a sales presentation 179
BoxMC5.4 Probing strategies 186
BoxMC5.5 Advanced questioning techniques 188
Box MC5.6 Questioning techniques: do s and don t s 189
Box MC5.7 Negotiation mistakes usually made at least once 191
Box MC5.8 Some characteristics of a successful negotiator 192
Box MC5.9 Persuasion: thirteen tips worth remembering 193
Box MC5.10 Examples of poor listening communication
techniques 197
Box MC5.11 Styles buying and selling 200
Box MC6.1 Time management 211
BoxMC6.2 Job analysis 215
Box MC6.3 Relation of 5 fold grading to 7 point plan 216
Box MC6.4 Some characteristics of mature learners 219
BoxMC6.5 The six steps in field training 221
BoxMC6.6 Giving feedback 223
Box MC6.7 Dual calls: do s and don t s 224
Box MC6.8 Who and when to coach 224
Box MC6.9 Sales structures 226
BoxMC6.10 Routing systems 226
Box MC6.11 Sales management control indicators 228
BoxMC6.12 Leadership some approaches 230
Activities Activity MC1.1 Service marketing and the communications mix 13
Activity MC 1.2 Domsec: push and pull 14
Activity MCI.3 Industrial marketing and communications 15
Activity MCI.4 Learning, buyer behaviour and communications
marketing 20
Activity MCI.5 Buyer behaviour: a research project 24
Activity MC 1.6 The communications mix and the
product life cycle 30
Activity MCI.7 Communications 33
Activity MC2.1 PR and advertising 41
Activity MC2.2 Natural Beauty 44
Activity MC2.3 Internal PR departments? 47
Activity MC2.4 PR towards an ethical code 49
Activity MC2.5 The publics and the media 57
Activity MC3.1 Designing a recruitment advertisement 73
Activity MC3.2 Pull and push in advertising 77
Activity MC 3.3 Media requirements 105
Activity MC3.4 Segmentation in communications 106
Activity MC3.5 Janorm Catering Company 110
Activity MC4.1 Sales literature at AApma 129
Activity MC4.2 Direct mail equals junk mail 139
Activity MC4.3 Mailing 141
Activity MC4.4 Ken College and exhibitions 149
Activity MC4.5 Queen Elizabeth 2 (QE2) 152
Activity MC5.1 Organizational buying 160
Activity MC5.2 The actors in industrial buying 162
Activity MC5.3 The Small Engineering Company: the sales call 173
Activity MC5.4 Types of probes in selling 187
Activity MC5.5 Countering objections 194
Activity MC6.1 Managing the mix 207
Activity MC6.2 The sales management role 210
Activity MC6.3 Appraisal roles 213
Activity MC6.4 Motivation and expectation 229
Activity MC6.5 KD Designs: evaluating advertising aims
and methods 232
ix
|
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| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
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| id | DE-604.BV010574223 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:55:16Z |
| institution | BVB |
| isbn | 0631191267 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007049013 |
| oclc_num | 31412211 |
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| owner | DE-473 DE-BY-UBG |
| owner_facet | DE-473 DE-BY-UBG |
| physical | XXVIII, 249 S. graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Blackwell Business |
| record_format | marc |
| series2 | Effective management |
| spelling | Anderson, Alan H. Verfasser aut Effective marketing communications a skills and activity-based approach Alan H. Anderson and David Kleiner 1. publ. Oxford u.a. Blackwell Business 1995 XXVIII, 249 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Effective management Communicatie gtt Marketing gtt Kommunikation Communication in marketing Customer relations Public relations Marketing (DE-588)4037589-4 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf Marketing (DE-588)4037589-4 s Kommunikation (DE-588)4031883-7 s DE-604 Kleiner, David Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007049013&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Anderson, Alan H. Kleiner, David Effective marketing communications a skills and activity-based approach Communicatie gtt Marketing gtt Kommunikation Communication in marketing Customer relations Public relations Marketing (DE-588)4037589-4 gnd Kommunikation (DE-588)4031883-7 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4031883-7 |
| title | Effective marketing communications a skills and activity-based approach |
| title_auth | Effective marketing communications a skills and activity-based approach |
| title_exact_search | Effective marketing communications a skills and activity-based approach |
| title_full | Effective marketing communications a skills and activity-based approach Alan H. Anderson and David Kleiner |
| title_fullStr | Effective marketing communications a skills and activity-based approach Alan H. Anderson and David Kleiner |
| title_full_unstemmed | Effective marketing communications a skills and activity-based approach Alan H. Anderson and David Kleiner |
| title_short | Effective marketing communications |
| title_sort | effective marketing communications a skills and activity based approach |
| title_sub | a skills and activity-based approach |
| topic | Communicatie gtt Marketing gtt Kommunikation Communication in marketing Customer relations Public relations Marketing (DE-588)4037589-4 gnd Kommunikation (DE-588)4031883-7 gnd |
| topic_facet | Communicatie Marketing Kommunikation Communication in marketing Customer relations Public relations |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007049013&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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