Marketing communications: contexts, contents and strategies
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Prentice Hall
1999
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIII, 656 S. graph. Darst |
| ISBN: | 0130102296 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV019818164 | ||
| 003 | DE-604 | ||
| 005 | 20240313 | ||
| 007 | t | ||
| 008 | 050523s1999 d||| |||| 00||| eng d | ||
| 020 | |a 0130102296 |9 0-13-010229-6 | ||
| 035 | |a (OCoLC)477063129 | ||
| 035 | |a (DE-599)BVBBV019818164 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-19 |a DE-523 | ||
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 100 | 1 | |a Fill, Chris |d 1953- |e Verfasser |0 (DE-588)17306549X |4 aut | |
| 245 | 1 | 0 | |a Marketing communications |b contexts, contents and strategies |c Chris Fill |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a London [u.a.] |b Prentice Hall |c 1999 | |
| 300 | |a XXIII, 656 S. |b graph. Darst | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a MARKEDSKOMMUNIKATION | |
| 650 | 4 | |a lærebøger | |
| 650 | 0 | 7 | |a Kommunikationsmodell |0 (DE-588)4140666-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Kommunikationsstrategie |0 (DE-588)4201794-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marktkommunikation |0 (DE-588)4131075-5 |2 gnd |9 rswk-swf |
| 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 |
| 650 | 0 | 7 | |a Unternehmen |0 (DE-588)4061963-1 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Unternehmen |0 (DE-588)4061963-1 |D s |
| 689 | 0 | 1 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | 2 | |a Kommunikationsstrategie |0 (DE-588)4201794-4 |D s |
| 689 | 0 | 3 | |a Kommunikationsmodell |0 (DE-588)4140666-7 |D s |
| 689 | 0 | |8 1\p |5 DE-604 | |
| 689 | 1 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 1 | 1 | |a Kommunikation |0 (DE-588)4031883-7 |D s |
| 689 | 1 | |8 2\p |5 DE-604 | |
| 689 | 2 | 0 | |a Unternehmen |0 (DE-588)4061963-1 |D s |
| 689 | 2 | 1 | |a Marktkommunikation |0 (DE-588)4131075-5 |D s |
| 689 | 2 | |8 3\p |5 DE-604 | |
| 787 | 0 | 8 | |i Überarbeitung von |d 1995 |z 0-13-150962-4 |w (DE-604)BV010344873 |
| 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=013143472&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-013143472 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 883 | 1 | |8 2\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 883 | 1 | |8 3\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
Datensatz im Suchindex
| _version_ | 1804133319794753536 |
|---|---|
| adam_text | Contents
Preface xix
Acknowledgements xxii
1 Marketing communications: an introductory perspective 7
Aims and objectives 1
Introduction 2
The concept of marketing as an exchange 2
The role of communication in exchange transactions 3
Marketing communications and the process of exchange 5
Key characteristics of the tools of the promotional mix 6
Effectiveness of the promotional tools 9
Selection criteria 7 0
Management of the promotional tools 12
The role of marketing communications 12
A definition of marketing communications 13
Context and marketing communications 75
Case illustration: Wella UK 17
Summary 20
Review questions 21
References 21
2 Communication theory 23
Aims and objectives 23
An introduction to the communication process 23
Linear model of communication 25
Kelman s model of source characteristics 28
The effect of personal influences on the communications process 30
Case illustration: Dennis fire engines 31
Word of mouth communications 32
viii Marketing communications
Case illustration: Opinion formers Durogesic 35
Process of adoption 36
Process of diffusion 38
Interactional approaches to communications 39
Relational or contextual approaches to communications 40
Network approaches to communications 4 1
Summary 42
Review questions 42
References 43
part 1 Contexts
The ethical context
3 Ethics in marketing communications 47
Richard Christy
Aims and objectives 47
Introduction 48
Ideas in business ethics 49
The scope of ethical issues in marketing communications 52
Marketing communications: a diabolical liberty 53
Truth telling 54
Vulnerable groups 57
Privacy and respect for persons 58
Taste and decency 60
Hospitality, incentives, inducements, and bribery and extortion 61
Case illustration: Finding the balance 62
Ethical influence of supervisory and reward systems in sales management 64
Ethical decision making models in marketing 64
Why strive to be ethical in marketing? 66
Summary 67
Review questions 67
References 68
The buyer s context
4 Buyer information processing 70
Aims and objectives 70
Introduction 71
Cognitive theory 71
Personality 71
Perception 75
Marketing and perception 79
Learning 80
Attitudes 83
Environmental influences 88
Case illustration: Attitude change Skoda 89
Contents ix
Summary 92
Review questions 93
References 93
5 Buyer decision making processes 95
Aims and objectives 95
Introduction 96
A general buying decision making process 96
Types of consumer decision making 97
Perceived risk 98
Case illustration: Airline travel Virgin Atlantic 7 00
Involvement theory 7 00
Consumer decision making processes 703
Organisational buying decision processes 706
Communication differences 712
Summary 7 74
Review questions 7 75
References 7 75
The stakeholder s context
6 Networks and stakeholders 7 77
Aims and objectives 7 7 7
Introduction 118
Networks 7 7 9
Stakeholder models 727
Stakeholder analysis 727
Stakeholder networks 724
Channel networks 128
Channel network design 7 31
Channel network management 133
Case illustration: Royal Dutch Shell and Nigeria 7 37
Summary 747
Review questions 7 41
References 74 7
7 The communications industry 743
Aims and objectives 743
Introduction 743
Growth and development of the marketing communications industry 744
Competitive forces 745
Agency branding 747
Selecting an agency 148
Agency types and structures 749
Agency operations 752
Relationships 753
Agency remuneration 754
x Marketing communications
Controlling the marketing communications industry 756
Summary 758
Review questions 759
References 759
The external environmental context
8 The environmental context 767
Aims and objectives 767
Introduction 7 62
The environmental context 7 62
Case illustration: European1 Union initiatives 7 69
Summary 7 70
Review questions 777
References 7 77
9 Marketing research 7 73
Richard Christy
Aims and objectives 7 73
Introduction 7 74
Types of marketing research 7 75
Methods and techniques 787
Overview of the European and UK research industry 792
Summary 7 94
Review questions 7 94
References 7 95
Useful addresses 7 95
The internal context
10 Intentions and targets 7 97
Aims and objectives 7 97
Introduction 7 98
The organisation s mission 7 98
Marketing strategy 7 99
Target marketing: segmentation 200
Case illustration: Social value groups 206
Marketing communications and segmentation 272
Product life cycle 213
Brand equity 27 6
Summary 27 7
Review questions 278
References 278
11 Internal marketing communications 220
Aims and objectives 220
Introduction 227
Contents xi
Member/non member boundaries 221
Purpose of internal marketing 222
Organisational identity 222
Case illustration: BUPA TV 224
Case illustration: Internal marketing NatWest 226
Corporate strategy and communication 228
Strategic credibility 229
Case illustration: CEO endorsers the Prudential 23 1
Communication audit 232
Functional capability 234
Case illustration: DERA 235
Summary 238
Review questions 239
References 239
12 Financial resources 241
Aims and objectives 241
An introduction to appropriation management 241
Trends in advertising and promotional expenditure 243
The role of the promotional budget 243
Benefits of budgeting 243
Difficulties associated with budgeting for communications spend 244
Models of appropriation 245
Techniques and approaches 246
Case illustration: Levels of marketing spend Procter Gamble 250
Competitive parity 250
Advertising to sales ratio 251
Appropriation brand types 254
Which methods are most used 255
Budgeting for the other elements of the promotional mix 256
Brand valuation 257
Summary 258
Review questions 259
References 259
part 2 Contents
13 Advertising: how it might work 263
Aims and objectives 263
Introduction 264
Role of advertising 264
How does advertising work? 266
Sequential models 266
Difficulties with the sequential approach 267
Advertising frameworks 268
The strong theory of advertising 269
The weak theory of advertising 270
xii Marketing communications
Cognitive processing 277
Elaboration likelihood model 273
A cognitive association model of advertising 275
Triggers, memory and brand associations 275
Summary 279
Review questions 279
References 280
14 Advertising messages 287
Aims and objectives 287
Introduction 287
The balance of the message 282
Likeability 283
Message structure 284
Source of the message 286
Presentation of the message 289
Advertising tactics 296
Summary 299
Review questions 299
References 300
15 The Media 301
Aims and objectives 301
Introduction 301
Print media 304
Broadcast media 306
Outdoor media 308
New media 311
In store media 3 72
Case illustration: Unilever Persil Power 314
Cinema 316
Product placement 317
Exhibitions 3 78
Ambient media 37 9
Guerilla tactics 320
Direct response media 320
Summary 327
Review questions 321
References 322
16 Media planning delivering the message 323
Aims and objectives 323
Introduction 324
Media choice 324
Vehicle selection 327
Media planning concepts 329
Effective frequency 330
Contents xiii
Recency planning 332
Media usage and attitudes 333
Efficiency 335
Media source effects 337
Scheduling 339
Summary 341
Review questions 342
References 342
17 Evaluating advertising 344
Aims and objectives 344
Introduction 344
The role of evaluation in planned communications 345
Pre testing 346
Physiological measures 350
Post testing 357
Other tests 355
Summary 357
Review questions 358
References 358
18 Sales promotion 359
Aims and objectives 359
Introduction 359
The role of sales promotion 360
Sales promotion plans: the objectives 362
An overview of how sales promotions work 363
Loyalty programmes 364
The value of sales promotions 366
The strategic use of sales promotions 368
The evaluation of sales promotion programmes 371
Technology and the evaluation of sales promotions 372
Summary 373
Review questions 373
References 374
19 Sales promotion techniques 375
Aims and objectives 375
Introduction 375
Sales promotions: manufacturers to resellers 376
Sales promotions: resellers to consumers 380
Sales promotions: manufacturers to consumers 381
Sales promotions: the sales force 389
Other sales promotion aids 390
Summary 391
Review questions 391
References 391
iv Marketing communications
20 Public relations 393
Aims and objectives 393
Introduction 393
Characteristics of public relations 394
Publics or stakeholders? 395
A framework of public relations 397
Structure and form of public relations 399
Corporate public relations and marketing public relations 407
Case illustration: Marketing public relations Raid 402
Objectives of a public relations plan 403
Public relations methods and techniques 403
Lobbying 406
Corporate advertising 406
Crisis management 409
Case illustration: Phased crises Mercedes 4 72
Case illustration: Crisis management EuroTunnel 4 7 3
Integration of public relations in the promotional mix 4 74
Case illustration: Marketing public relations Ajax 4 75
Evaluating the use of public relations 4 75
Summary 420
Review questions 420
References 420
21 Sponsorship 422
Aims and objectives 422
Introduction 422
Sponsorship objectives 424
Types of sponsorship 424
Case illustration: Formula 1 426
Case illustration: Community sponsorship Royal SunAlliance 430
The position and role of sponsorship in the promotional mix 432
Evaluating sponsorship programmes 433
Summary 434
Review questions 435
References 435
22 Personal selling 437
Aims and objectives 437
Introduction 437
Types of selling 438
The role of personal selling 439
Strengths and weaknesses of personal selling 440
When personal selling should be a major part of the promotional mix 44 7
Tasks of personal selling 443
How personal selling works: sales processes 444
Sales force management and organisation 447
Case illustration: De La Rue International 448
Contents xv
Field marketing 450
Sales force structure 45 7
Sales force size and shape 455
Territory design 457
Other sales channels 458
Evaluating personal selling performance 460
The future role of the sales force 464
The integration of personal selling with the other elements of the promotional mix 465
Summary 466
Review questions 467
References 467
23 Direct marketing and interactive communications 469
Aims and objectives 469
Introduction 470
The role of direct marketing 470
Types of direct brand 472
The growth of direct marketing 474
The role of the database 475
Direct response media 476
Case illustration: Telemarketing 479
Integration and direct marketing 481
Case illustration: DRTV 482
Supporting the sales force 484
Multiple channel selling 484
Interactive marketing communications 486
The Internet and the World Wide Web 488
Developing a Web site 489
Interactive television 497
Summary 493
Review questions 493
References 494
part 3 Strategies
24 Promotional objectives and positioning 499
Aims and objectives 499
Introduction 500
The role of objectives in corporate strategy 500
The role of promotional objectives and plans 502
The sales school 503
The communications school 504
Derivation of promotional objectives 507
The need for realism when setting promotional objectives 509
SMART objectives 570
Positioning: an introduction 57 7
Case illustration: Relaunching Harveys Bristol Cream 5 76
vi Marketing communications
Repositioning 5 7 9
Case illustration: Vehicle positioning the RAC 520
Summary 527
Review questions 527
References 522
25 Communication strategies to reach consumers 523
Aims and objectives 523
Introduction 524
Communications for consumers: a pull strategy 524
Strategic advertising frameworks 525
Strategic implications 528
Branding 528
Types and forms of branding 53 7
Case illustration: Hula Hoops 534
Marketing communications for business to business markets 535
Case illustration: Photosound and EPREX® 536
Summary 539
Review questions 539
References 540
26 Communication strategies to reach intermediaries 54 7
Aims and objectives 54 7
Introduction 542
The role of communication in marketing channel networks 543
Networks and interorganisational relationships 544
Elements of communications in marketing channel networks 545
Communication quality 549
Case illustration: Channel communications 550
Key account management (KAM) 552
Summary 555
Review questions 555
References 556
27 Communication strategies to reach all stakeholders 557
Aims and objectives 557
Introduction 558
Communications for all stakeholders: a profile strategy 558
Corporate communications 560
Management of the corporate identity 567
Case illustration: Brand personality 566
Corporate reputation 568
Strategy and corporate identity/image 568
Network conflict 573
Specialised networks embracing all key stakeholders 577
Summary 578
Review questions 579
Contents xvii
28 Marketing communications across borders 58 7
Aims and objectives 587
Introduction 582
Types of cross border organisation 582
Key variables affecting international marketing communications 583
Cross border communication strategy 588
International advertising agencies 592
Agency growth 593
Case illustration: Samsung Electronics Company 594
Stages of cross border advertising development 596
Summary 596
Review questions 597
References 597
29 Integrated marketing communications 599
Aims and objectives 599
Introduction 600
What does integration mean? 600
Communication through the marketing mix 601
Reasons for the development of IMC 604
Resistance to integration 606
How to overcome the restraints 608
Case illustrations: National brewery chain 610
Agency structures and IMC 611
Client structures and IMC 613
Summary 675
Review questions 6 7 5
References 67 6
30 Developing marketing communication plans 677
Aims and objectives 6 7 7
Introduction 67S
The Marketing Communications Planning Framework 678
A framework for integrated marketing communications plans 6 7 8
Elements of the plan 620
Links and essential points 624
Suggested marketing communications plan for Porridge matters 626
References 632
Mini cases 633
Creative brief 639
Author index 643
Subject index 648
|
| any_adam_object | 1 |
| author | Fill, Chris 1953- |
| author_GND | (DE-588)17306549X |
| author_facet | Fill, Chris 1953- |
| author_role | aut |
| author_sort | Fill, Chris 1953- |
| author_variant | c f cf |
| building | Verbundindex |
| bvnumber | BV019818164 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)477063129 (DE-599)BVBBV019818164 |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02384nam a2200565 c 4500</leader><controlfield tag="001">BV019818164</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20240313 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">050523s1999 d||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0130102296</subfield><subfield code="9">0-13-010229-6</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)477063129</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV019818164</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-19</subfield><subfield code="a">DE-523</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">Fill, Chris</subfield><subfield code="d">1953-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)17306549X</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing communications</subfield><subfield code="b">contexts, contents and strategies</subfield><subfield code="c">Chris Fill</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">2. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London [u.a.]</subfield><subfield code="b">Prentice Hall</subfield><subfield code="c">1999</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XXIII, 656 S.</subfield><subfield code="b">graph. Darst</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="4"><subfield code="a">MARKEDSKOMMUNIKATION</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">lærebøger</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kommunikationsmodell</subfield><subfield code="0">(DE-588)4140666-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kommunikationsstrategie</subfield><subfield code="0">(DE-588)4201794-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marktkommunikation</subfield><subfield code="0">(DE-588)4131075-5</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="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">Unternehmen</subfield><subfield code="0">(DE-588)4061963-1</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Unternehmen</subfield><subfield code="0">(DE-588)4061963-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><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="2"><subfield code="a">Kommunikationsstrategie</subfield><subfield code="0">(DE-588)4201794-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="3"><subfield code="a">Kommunikationsmodell</subfield><subfield code="0">(DE-588)4140666-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="8">1\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" 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="1" 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="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="2" ind2="0"><subfield code="a">Unternehmen</subfield><subfield code="0">(DE-588)4061963-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="2" ind2="1"><subfield code="a">Marktkommunikation</subfield><subfield code="0">(DE-588)4131075-5</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="2" ind2=" "><subfield code="8">3\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="787" ind1="0" ind2="8"><subfield code="i">Überarbeitung von</subfield><subfield code="d">1995</subfield><subfield code="z">0-13-150962-4</subfield><subfield code="w">(DE-604)BV010344873</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=013143472&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:BVB01-013143472</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">3\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield></record></collection> |
| id | DE-604.BV019818164 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T20:06:50Z |
| institution | BVB |
| isbn | 0130102296 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-013143472 |
| oclc_num | 477063129 |
| open_access_boolean | |
| owner | DE-19 DE-BY-UBM DE-523 |
| owner_facet | DE-19 DE-BY-UBM DE-523 |
| physical | XXIII, 656 S. graph. Darst |
| publishDate | 1999 |
| publishDateSearch | 1999 |
| publishDateSort | 1999 |
| publisher | Prentice Hall |
| record_format | marc |
| spelling | Fill, Chris 1953- Verfasser (DE-588)17306549X aut Marketing communications contexts, contents and strategies Chris Fill 2. ed. London [u.a.] Prentice Hall 1999 XXIII, 656 S. graph. Darst txt rdacontent n rdamedia nc rdacarrier MARKEDSKOMMUNIKATION lærebøger Kommunikationsmodell (DE-588)4140666-7 gnd rswk-swf Kommunikationsstrategie (DE-588)4201794-4 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Marketing (DE-588)4037589-4 s Kommunikationsstrategie (DE-588)4201794-4 s Kommunikationsmodell (DE-588)4140666-7 s 1\p DE-604 Kommunikation (DE-588)4031883-7 s 2\p DE-604 Marktkommunikation (DE-588)4131075-5 s 3\p DE-604 Überarbeitung von 1995 0-13-150962-4 (DE-604)BV010344873 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013143472&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Fill, Chris 1953- Marketing communications contexts, contents and strategies MARKEDSKOMMUNIKATION lærebøger Kommunikationsmodell (DE-588)4140666-7 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Kommunikation (DE-588)4031883-7 gnd Unternehmen (DE-588)4061963-1 gnd |
| subject_GND | (DE-588)4140666-7 (DE-588)4201794-4 (DE-588)4131075-5 (DE-588)4037589-4 (DE-588)4031883-7 (DE-588)4061963-1 |
| title | Marketing communications contexts, contents and strategies |
| title_auth | Marketing communications contexts, contents and strategies |
| title_exact_search | Marketing communications contexts, contents and strategies |
| title_full | Marketing communications contexts, contents and strategies Chris Fill |
| title_fullStr | Marketing communications contexts, contents and strategies Chris Fill |
| title_full_unstemmed | Marketing communications contexts, contents and strategies Chris Fill |
| title_short | Marketing communications |
| title_sort | marketing communications contexts contents and strategies |
| title_sub | contexts, contents and strategies |
| topic | MARKEDSKOMMUNIKATION lærebøger Kommunikationsmodell (DE-588)4140666-7 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Kommunikation (DE-588)4031883-7 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | MARKEDSKOMMUNIKATION lærebøger Kommunikationsmodell Kommunikationsstrategie Marktkommunikation Marketing Kommunikation Unternehmen |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013143472&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT fillchris marketingcommunicationscontextscontentsandstrategies |