Marketing communication management: [a holistic approach for increased profitability]
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Copenhagen
Business School Pr.
2001
|
| Edition: | 1. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 358 S. Ill. |
| ISBN: | 8763000660 8716133358 |
Staff View
MARC
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| 245 | 1 | 0 | |a Marketing communication management |b [a holistic approach for increased profitability] |c Otto Ottesen |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a Copenhagen |b Business School Pr. |c 2001 | |
| 300 | |a 358 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
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Record in the Search Index
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| adam_text | Contents
Preface 5
Part I: Introduction 15
1. Purpose, underlying assumptions
and outline of contents 17
Purpose 17
Underlying assumptions 23
On buyer behavior 23
On company goals 24
On planning, implementation and management 24
Outline of contents 26
The concepts of marketing tool and product .... 27
Part II: Outline of a holistic view of marketing
communication 29
2. Marketing communication: Concept and
functions. Marketing communication tools 31
Types of marketing tools. The distinction between
offering and communication tools 31
The marketing offering 31
Marketing communication 35
Buyer and seller initiative 36
Standardized and customized offerings. Standard and
(competence) transformation communication 39
On the interplay between marketing offering and
marketing communication 41
Four main types of marketing communication 43
Marketing communication tools: Media and
communication symbols 43
Marketing communication costs: Media and
content symbolization costs 48
Summing up 48
The concepts of receipt , handling and follow up
of orders and inquiries 51
3. Marketing communication strategy as part
of a company s total business strategy 53
A strategy model. Marketing communication strategy
as one of six sub strategies 54
Implications for marketing communication planning ... 59
Summing up the elements of a marketing
communication strategy 61
Part III: Further elaboration of a holistic
approach to marketing communication:
The marketing offering and the tasks of
marketing communication 67
4. Describing the marketing offering 69
Identifying the appropriate elements in an offering... 69
Identifying elements in an offering via
the buyer s route 69
Stimulating the identification process. Examples of
elements in offerings and relevant buyer experiences 73
At what conceptual level should the elements in an
offering be identified? 76
Describing the marketing offering 79
Describing an offering on the basis of its elements ... 79
Describing a marketing offering on the basis of
buyers relevance criteria and buyer value 80
On buyers, users, consumers, buying units and
relevance criteria segments 84
Summing up 87
5. Transformation communication. Conveying the
marketing offering in transformation markets . . 91
Vendor roles and customization processes in
transformation markets 91
The buying process and the task of conveying
the offering in transformation markets. The relevance
of supplier criteria 94
Summing up. Describing the marketing offering
in transformation markets 97
Marketing offering, marketing communication
and buyer seller relationships 100
6. Developing buyer competence. Summing up
the tasks of marketing communication 103
The development task of marketing communication ..103
Summing up the tasks of marketing communication . 106
7. How communication tasks are determined
by degree of market penetration of a product,
an offering or company reputation 109
The relationship between communication tasks
and degree of market penetration of a product .... 109
Degree of product penetration 109
Product penetration and development tasks Ill
Market development versus market utilization 112
Non durable products: The relationship
between communication tasks and the degree
of market penetration of an offering 112
The degree of penetration of an offering 112
The degree of market penetration of an offering
and the nature and extent of communication tasks .115
Durable products: The relationship between
communication tasks and company reputation .... 116
Transformation markets 118
Strategic implications 119
Changes in the nature and number of
communication tasks 119
Changes in the extent of buyer initiative 120
Summing up. A communication task matrix 124
8. Marketing offering and communication effect. . 129
Can marketing communication have a function that is
unrelated to the inherent properties of an offering? . 130
Do buyers have to take some properties of an
offering on trust? 130
Some properties cannot be experienced until
after purchase 132
Buyers may not be sufficiently competent 134
Added value may be created through association ... 135
Does the offering have to be competitive? 138
Summing up 139
Part IV: Holistic strategic marketing
communication planning 141
9. Strategic, holistic marketing communication
planning: Process, tasks, and premises 143
Planning process and planning tasks 143
Analyzing and describing the planning premises .... 153
10. Carrying out the task analysis: Surveying and
describing the communication tasks 163
The task analysis: Purpose and procedure 163
Estimating the overall demand, turnover and
contribution potential 166
Assessing the competitive strength of the offering
and organizational basis 169
Diagnosing the extent and nature of the
communication tasks 170
Outlining the task structure: The Market Map 170
Describing the specific communication tasks 175
Assessing the extent and nature of buyer initiative . . 177
An example 181
11. Developing a target group strategy:
Prioritizing buyer segments and selecting
target groups 189
Viability and profitability criteria. Target groups .... 189
Segmenting and prioritizing: The procedure 191
On profitability criteria 194
Two possible search procedures 194
Criteria based search 195
Contribution and cost based search 197
The Prioritization Path: A search and
prioritization model 201
The course of the Prioritization Path 203
Using the Prioritization Path as a planning tool .... 205
Coordinating the selection of end buyer and
dealer target groups 205
12. Developing a content strategy 209
Impact of content strategy on symbolization
and media strategy 209
A communication model and the concept of
content 210
Outline of the strategy development process 215
Identifying, prioritizing and clarifying content
elements 215
The content platform: Concept and functions 217
Clarifying, prioritizing and selecting core content. . . 220
Clarifying core content 220
Prioritizing core content 223
Facilitative communication content 225
Various kinds of facilitative content 225
Prioritizing facilitative content 227
Selecting communication content in the context
of low involvement. Three hypotheses 228
Clarifying, prioritizing and selecting content
in transformation communication 230
Summing up 231
13. Developing a media strategy:
Task, media and media characteristics 233
The media 234
Buyer and seller initiative media 234
Controllable and uncontrollable media 235
The elements of a media strategy. Action planning
and preparatory planning 236
The elements of a buyer initiative media strategy ... 236
The elements of a seller initiative media strategy. ... 239
Relevant media characteristics 241
Exposure capacity 243
Communication capacity 248
Intrusiveness 252
Competing stimuli 252
Media attitudes and behavior 253
Closeness to point of purchase 254
Timing flexibility 254
Cost characteristics 254
Summing up 258
14. Developing a media strategy: The process 259
The media strategy development process 259
Aspects of buyer initiative media strategy
development 265
Expected buyer initiative as a starting point
for strategy development 265
Preliminary media evaluation and strategy search . . . 270
Aspects of seller initiative media strategy
development 271
The seller initiative gap as a starting point for
strategy development 271
Preliminary media evaluation and strategy search ... 278
Determining frequency and extent of media use.
A theory of response functions 280
Timing exposures and media use 289
Summing up 291
Low involvement, response and media use 293
Media strategy development in transformation
markets 294
Media strategy development in markets with
intermediaries 296
15. Developing a symbolization strategy 301
Symbolization as a communication tool 301
The scope and elements of a symbolization strategy . 303
16. Holistic strategic marketing communication
planning: Some further issues 307
Setting aside five simplifying assumptions 307
Vendor company is newly formed 307
Heterogeneous relevance/supplier criteria 308
Decision units have more than one member 308
The company offers a range of offerings: Cross
communication , separate communication and
co communication 309
Planning cross communication and co communi¬
cation. The concept of a locomotive offering ... 312
Adapting communication strategy to changed
planning premises 316
Some comments on pre and post control 318
Information sources and information use 321
17. Summing up a holistic approach to strategic
marketing communication planning 329
A holistic approach to strategic marketing
communication planning: A summary 329
A framework for describing, monitoring and
developing a company s marketing communication
strategy 331
Comments on long term effects and long range
planning 337
Introducing holistic strategic planning in an
organization 340
References 345
Subject index 348
Notes 353
|
| any_adam_object | 1 |
| author | Ottesen, Otto |
| author_facet | Ottesen, Otto |
| author_role | aut |
| author_sort | Ottesen, Otto |
| author_variant | o o oo |
| building | Verbundindex |
| bvnumber | BV014855448 |
| classification_rvk | QP 637 |
| ctrlnum | (OCoLC)248670917 (DE-599)BVBBV014855448 |
| discipline | Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Book |
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| id | DE-604.BV014855448 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:08:01Z |
| institution | BVB |
| isbn | 8763000660 8716133358 |
| language | English |
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| owner_facet | DE-N2 DE-521 |
| physical | 358 S. Ill. |
| publishDate | 2001 |
| publishDateSearch | 2001 |
| publishDateSort | 2001 |
| publisher | Business School Pr. |
| record_format | marc |
| spelling | Ottesen, Otto Verfasser aut Marketing communication management [a holistic approach for increased profitability] Otto Ottesen 1. ed. Copenhagen Business School Pr. 2001 358 S. Ill. txt rdacontent n rdamedia nc rdacarrier Kommunikation - Marketing idsbb Marketing - Kommunikation idsbb Marketing : Strategisches Management swd Marktkommunikation swd HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010047609&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Ottesen, Otto Marketing communication management [a holistic approach for increased profitability] Kommunikation - Marketing idsbb Marketing - Kommunikation idsbb Marketing : Strategisches Management swd Marktkommunikation swd |
| title | Marketing communication management [a holistic approach for increased profitability] |
| title_auth | Marketing communication management [a holistic approach for increased profitability] |
| title_exact_search | Marketing communication management [a holistic approach for increased profitability] |
| title_full | Marketing communication management [a holistic approach for increased profitability] Otto Ottesen |
| title_fullStr | Marketing communication management [a holistic approach for increased profitability] Otto Ottesen |
| title_full_unstemmed | Marketing communication management [a holistic approach for increased profitability] Otto Ottesen |
| title_short | Marketing communication management |
| title_sort | marketing communication management a holistic approach for increased profitability |
| title_sub | [a holistic approach for increased profitability] |
| topic | Kommunikation - Marketing idsbb Marketing - Kommunikation idsbb Marketing : Strategisches Management swd Marktkommunikation swd |
| topic_facet | Kommunikation - Marketing Marketing - Kommunikation Marketing : Strategisches Management Marktkommunikation |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010047609&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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