Marketing communications: engagements, strategies and practice
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow ; Munich u.a.
Prentice Hall, Financial Times
2006
|
| Ausgabe: | 4. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXXVII, 911 S. Ill., graph. Darst. |
| ISBN: | 9780273687726 0273687727 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing communications |b engagements, strategies and practice |c Chris Fill |
| 250 | |a 4. ed. | ||
| 264 | 1 | |a Harlow ; Munich u.a. |b Prentice Hall, Financial Times |c 2006 | |
| 300 | |a XXXVII, 911 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
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| 650 | 4 | |a Marketing channels | |
| 650 | 4 | |a Sales promotion | |
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Datensatz im Suchindex
| _version_ | 1804133440481656832 |
|---|---|
| adam_text | Part 1 Introduction to marketinq
Communications 1
An Introductory Case Study The British Library 3
1 Introduction to marketing Communications 7
2 Communication theory 35
3 The marketing Communications industry 63
4 Ethics in marketing Communications 88
Part 2 Understanding how marketing
Communications works 115
5 Understanding how customers process information 117
6 Customer decision making 149
7 How marketing Communications might work 177
8 Stakeholders: supply chains and interorganisational relationships 202
9 Marketing: relationships and Communications 232
10 The impact of technology on marketing Communications 260
Part 3 Strategies and pianning 293
11 Integrated marketing Communications 295
12 Marketing Communications: strategies and pianning 324
13 Marketing Communications: objectives and positioning 360
14 Branding and the role of marketing Communications 392
15 Corporate identity, reputation and branding 423
16 Financial resources for marketing Communications 447
17 Evaluating marketing Communications 471
^^^H Brief Contents
Part 4 The marketing Communications mix:
disciplines and applications 505
18 Advertising and strategy 507
19 Advertising messages and creative approaches 529
20 Traditional media 554
21 Online and interactive media 580
22 Media behaviour and planning: delivering the message 607
23 Sales promotion principles and approaches 634
24 Sales promotion methods and technigues 654
25 Public relations 679
26 Sponsorship 712
27 Direct marketing 734
28 Personal selling 761
29 Exhibitions, product placement, field marketing and packaging 793
Part 5 Marketing Communications for
Special audiences 813
30 Marketing Communications across borders 815
31 Business to business marketing Communications 841
32 Internat marketing Communications 869
mH ^H ¦I^^^H^H •,¦¦¦:¦;¦:¦ ,¦ .:¦ ,:¦;¦¦. =. : .. ;
i
Guided tour xxii
Guided tour of the website xxiv
Preface xxv
Acknowledgements xxxiii
^^^^^^^^1 Introduction to marketing communications 1
An Introductory Case Study The British Library 3
^^H Introduction to marketing communications 7
Aims and objectives 7
Introduction 8
The concept of marketing as an exchange 9
The role of communication in exchange transactions 10
Marketing communications and the process of exchange 13
Defining marketing communications 16
The role of marketing communications 19
The marketing communications mix 20
Effectiveness of the promotional tools 25
Selection criteria 26
Management of the promotional tools 27
Context and marketing communications 28
Communication differences 30
Summary 32
i Review questions 33
I References 33
^^^| Contents
^^H Communication theory 35
Aims and objectives 35
An introduction to the communication process 36
Linear model of communication 36
Influences of the communication process 42
Word of mouth communications 46
Process of adoption 52
Process of diffusion 54
Interactional approaches to communications 55
Relational or contextual approaches to communications 56
Network approaches to communications 57
Summary 58
Review questions 58
Case study 59
References 61
^^^| The marketing communications industry 63
Aims and objectives 63
Introduction 64
Dimensions of the UK marketing communications industry 65
Structure and development of the UK marketing communications industry 66
One stop shopping 69
Selecting an agency 72
Agency operations 74
Relationships 77
Agency remuneration 79
Agency structures and IMC 81
Summary 84
Review questions 84
Case study 85
References 86
^^V Ethics in marketing communications 88
Richard Christy
Aims and objectives 88
Introduction 89
Ideas in business ethics 90
The scope of ethical issues in marketing communications 93
Marketing communications: a diabolical liberty? 94
Advertising as mass manipulation? 94
Truth telling 95
Vulnerable groups 98
Privacy and respect for persons 99
Taste and decency 100
Hospitality, incentives, inducements, and bribery and extortion 103
Ethical influence of supervisory and reward systems in sales management 104
Ethical decision making models in marketing 105
Regulating marketing communications 106
Ethics and marketers 109
1 ¦
Summary 11 o
Review questions 110
Case study 111
References 113
^^^M^»w Understanding iiow marketing »i«fi^icati ms works n 5
^^| Understandln9 now customers process information 117
Aims and objectives 117
Introduction 118
Cognitive theory 118
Personality 120
Perception 122
Marketing and perception 127
Learning 129
Attitudes 136
Changing attitudes with marketing communications 139
Summary 145
Review questions 145
Case study 146
References 147
^^fl Customer decision making 149
Aims and objectives 149
Introduction 150
A general buying decision making process 150
Types of consumer decision making 152
Perceived risk 153
Involvement theory 156
Hedonic consumption 159
Consumer decision making processes 160
Organisational buying decision processes 165
Unifying models of buyer decision making 172
Summary 173
Review questions 173
Case study 174
References 175
^^H How marketing communications might work 177
Aims and objectives 177
Introduction 178
Context strategy marketing communications 178
The emergence of marketing communications 180
The role of marketing communications 182
How does marketing communications work? 184
Cognitive processing 186
Elaboration likelihood model 188
^^^J Contents
Interaction, dialogue and relationships 191
Developing significant value 193
Towards a model of marketing communications 196
Summary 198
Review questions 199
Case study 199
References 201
H Stakeholders: supply chains and Intel organisational
relationships 202
Aims and objectives 202
Introduction 203
The stakeholder concept 204
Stakeholder models 205
Stakeholder analysis 207
Stakeholder networks 209
Marketing channels and networks 213
Channel design 217
Coordination, conflict and power 218
Networks 224
Outsourcing 226
Summary 227
Review questions 227
Case study 228
References 230
^^H Marketing: relationships and communications 232
Aims and objectives 232
Introduction 233
The value concept 234
Development of relationship marketing 235
Principles of retention 237
Theoretical concepts of relationship marketing 239
Building marketing relationships 242
Related relationship concepts 244
The role of marketing communications in relationships 252
Summary 254
Review questions 255
Case study 255
References 258
^^fl The impact of technology on marketing communications 260
Aims and objectives 260
Introduction 261
Information systems and technology 262
Ecommerce 270
Customer relationship management 273
The influence of technology on marketing communications 276
Strategic implications 282
Contents ^^H
Future technologies and marketing communications 284
| Biometrics 286
| Summary 287
1 Review questions 288
! Case study 288
I References 291
^^^^^^^^H Strategies and planning «,. v . ,, 1 ¦¦ 293
J
^^H Integrated marketing communications 295
Aims and objectives 295
Introduction 296
What is to be integrated? 297
The development of IMC 304
Reasons for the developing interest in IMC 305
Managing IMC 306
Media neutral planning 310
Client structures and IMC 313
Reconsidering the IMC concept 316
Summary 319
Review questions 319
Case study 320
References 322
^^9 Marketing communications: strategies and planning 324
Aims and objectives 324
Introduction 325
Understanding strategy 325
Market segmentation 327
The 3Ps of marketing communications strategy 331
Strategic balance 341
Internet strategies 344
Developing a marketing communications plan 345
The marketing communications planning framework 346
A framework for integrated marketing communications plans 347
Links and essential points 352
Summary 353
Review questions 354
Case study 354
References 359
^^9 Marketing communications: objectives and positioning 360
Aims and objectives 360
Introduction 361
The role of objectives in corporate strategy 361
The role of promotional objectives and plans 363
; Derivation of promotional objectives 369
^^^| Contents
The need for realism when setting promotional objectives 370
SMART objectives 372
Positioning: an introduction 373
The development of the positioning concept 374
The positioning concept 375
Developing and managing a position 377
Positioning strategies 379
Repositioning 385
Summary 387
Review guestions 389
Case study 389
References 391
^^9 Branding and the role of marketing communications 392
Aims and objectives 392
Introduction 393
Brand characteristics 394
Benefits of branding 398
Brand portfolios: architecture and forms 399
The strategic role of branding 404
The role of marketing communications in branding 407
Business to business branding 413
Online branding 414
Brand eguity 415
Summary 418
Review guestions 419
Case study 419
References 421
^^9 Corporate identity, reputation and branding 423
Aims and objectives 423
Introduction 424
Corporate identity or corporate branding? 424
Corporate communications 426
Dimensions of corporate image 428
Elements of corporate identity 429
Corporate reputation 435
Strategy and corporate identity/image 437
Summary 442
Review guestions 443
Case study 443
References 445
^^9 Financial resources for marketing communications 447
Aims and objectives 447
Introduction 448
Trends in promotional expenditure 449
The role of the promotional budget 451
Benefits of budgeting 451
Contents ^^^H
Difficulties associated with budgeting for communications spend 452
; Models of appropriation 453
Techniques and approaches 453
Competitive parity 458
Advertising to sales ratio 458
Share of voice 459
Appropriation brand types 462
} The value of brand communications 463
j Profit Impact on Market Strategy (PIMS) 465
| Which methods are most used? 466
» Budgeting for the other elements of the promotional mix 467
Summary 468
Review questions 469
References 469
^^» Evaluating marketing communications 471
Aims and objectives 471
Introduction 472
The role of evaluation in planned communications 472
Pre testing finished advertisements 476
Physiological measures 478
Post testing 479
Other tests 483
Sales promotion 485
Using technology to evaluate sales promotions 487
Public relations 488
Sponsorship 493
Personal selling 494
Online communications 498
Summary 500
Review questions 501
Case study 501
References 503
^^^^^^^^^1 The marketing communications mix: disciplines
§¦!¦¦¦ and applications 505
BR| Advertising and strategy 507
Aims and objectives 507
Introduction 508
The role of advertising 508
Emotion in advertising 510
Advertising models and concepts 515
The strong and the weak theories of advertising 517
Using advertising strategically 521
Advertising to engage 524
Summary 525
^^^h Contents
Review questions 526
Case study 526
References 527
^^9 Advertising messages and creative approaches 529
Aims and objectives 529
Introduction 530
Message source 530
Message balance 536
Message structure 538
Message presentation 539
Advertising tactics 545
Summary 549
Review questions 550
Case study 550
References 553
RS Traditional media 554
Aims and objectives 554
Introduction 555
Evaluative criteria 556
Print media 558
Broadcast media 560
Outdoor media 563
Cinema 567
In store media 568
Ambient media 570
Direct response media 572
Summary 573
Review questions 573
Case study 574
References 579
^^fl Online and interactive media 580
Aims and objectives 580
Introduction 581
Digital media 581
Web site characteristics 582
Web site design 585
Web sites visitor behaviour 589
Online advertising 592
Offline media 595
Online sales promotions 596
Online direct marketing 596
Online public relations 598
Online personal selling 598
Online communities 599
Summary 602
1 Contents ^^^J
I Review questions 602
i Case study 603
; References 605
^^9 Media behaviour and planning: delivering the message 607
Aims and objectives 607
Introduction 608
Media switching behaviour 609
Vehicle selection 613
Media planning concepts 614
Effective frequency 616
Recency planning 619
Media usage and attitudes 620
Efficiency 622
Media source effects 623
Scheduling 626
Summary 629
Review questions 629
Case study 630
References 632
^^9 Sales promotion: principles and approaches 634
Aims and objectives 634
Introduction 635
Understanding the value of sales promotions 635
The role of sales promotion 638
Sales promotion plans: the objectives 640
An overview of how sales promotions work 641
Loyalty and retention programmes 645
The strategic use of sales promotions 648
Summary 650
Review questions 651
Case study 651
i References 653
^^9 Sales promotion: methods and technigues 654
Aims and objectives 654
Introduction 655
Sales promotions: manufacturers to resellers 655
Sales promotions: resellers to consumers 660
i Sales promotions: manufacturers to consumers 660
; Sales promotions: the sales force 673
; Other sales promotion aids 674
I Summary 675
Review questions 675
Case study 676
References 677
^^^H Contents
E9 Public relations 679
Aims and objectives 679
Introduction 680
Characteristics of public relations 681
Publics or stakeholders? 682
A framework of public relations 684
Corporate public relations and marketing public relations 686
Objectives of a public relations plan 688
Cause related marketing 688
Public relations methods and techniques 689
Lobbying 695
Corporate advertising 695
Crisis management 699
Crisis for online brands 704
Integration of public relations in the promotional mix 706
Summary 707
Review questions 707
Case study 708
References 710
^^9 Sponsorship 712
Aims and objectives 712
Introduction 713
The growth and development of sponsorship 713
Sponsorship objectives 715
How sponsorship might work 716
Theoretical aspects of sponsorship 717
Types of sponsorship 719
The role of sponsorship in the promotional mix 727
Summary 729
Review questions 729
Case study 730
References 733
^^9 Direct marketing 734
Aims and objectives 734
Introduction 735
The role of direct marketing 735
Types of direct brand 737
The growth of direct marketing 739
The role of the database 740
Direct response media 743
Integration and direct marketing 751
Supporting the sales force 752
Multichannel selling 753
Summary 757
Review questions 757
Contents ^^^|
1 Case study 758
5 References 759
^^9 Personal selling 761
Aims and objectives 761
Introduction 762
Types of personal selling 762
The tasks of personal selling 763
The role of personal selling 764
Strengths and weaknesses of personal selling 766
When personal selling should be a major part of the promotional mix 767
How personal selling works: sales processes 769
Sales force management and organisation 773
Sales force size and structure 775
Sales force size and shape 779
Territory design 781
Changing channels 783
The future role of the sales force 786
The integration of personal selling with the other elements of the
promotional mix 786
Summary 788
Review questions 788
Case study 789
References 790
^^9 Exhibitions, product placement, field marketing and packaging 793
Aims and objectives 793
Introduction 794
Trade shows and exhibitions 794
Reasons to use exhibitions 795
Exhibitions as a form of marketing communications 797
Marketing management of exhibitions 798
Product placement 799
Field marketing 801
Packaging 804
Summary 809
Review questions 809
Case study 810
References 811
^^^^^^^^9 Marketing communications for special audiences 813
^^9 Marketing communications across borders 815
Aims and objectives 815
Introduction 816
^^^H Contents
Types of cross border organisation 816
Key variables affecting international marketing communications 818
Cross border communication strategy 823
The international promotional mix 827
International advertising agencies 830
Stages of cross border advertising development 836
Summary 837
Review guestions 837
Case study 838
References 839
^^H Business to business marketing communications 841
Aims and objectives 841
Introduction 842
Networks and interorganisational relationships 843
B2b communications 847
Interorganisational communication 849
Communication guality 853
Ecommerce 854
The promotional mix and b2b 855
Strategic account management 858
Summary 864
Review guestions 865
Case study 865
References 867
^^9 Internal marketing communications 869
Aims and objectives 869
Introduction 870
Member/non member boundaries 871
Purpose of internal marketing 871
Organisational identity 873
Brand engagement 878
Advertising and the impact on employees 879
Strategic credibility 881
Communications audit 884
Summary 887
Review questions 887
Case study 888
References 890
Author index 893
Subject index 899
|
| any_adam_object | 1 |
| author | Fill, Chris 1953- |
| author_GND | (DE-588)17306549X |
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| callnumber-label | HF5415 |
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| callnumber-search | HF5415.123 |
| callnumber-sort | HF 45415.123 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)635006624 (DE-599)BVBBV019937447 |
| 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 | 4. ed. |
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| id | DE-604.BV019937447 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T20:08:45Z |
| institution | BVB |
| isbn | 9780273687726 0273687727 |
| language | English |
| lccn | 2005048672 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-013224911 |
| oclc_num | 635006624 |
| open_access_boolean | |
| owner | DE-703 DE-573 DE-19 DE-BY-UBM DE-1049 DE-2070s DE-188 |
| owner_facet | DE-703 DE-573 DE-19 DE-BY-UBM DE-1049 DE-2070s DE-188 |
| physical | XXXVII, 911 S. Ill., graph. Darst. |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | Prentice Hall, Financial Times |
| record_format | marc |
| spelling | Fill, Chris 1953- Verfasser (DE-588)17306549X aut Marketing communications engagements, strategies and practice Chris Fill 4. ed. Harlow ; Munich u.a. Prentice Hall, Financial Times 2006 XXXVII, 911 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Communication in marketing Marketing channels Sales promotion Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Kommunikationsstrategie (DE-588)4201794-4 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Kommunikationsmodell (DE-588)4140666-7 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 DE-188 Marktkommunikation (DE-588)4131075-5 s Überarbeitung von 3. ed. 2002 0-273-65500-0 (DE-604)BV016875577 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013224911&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Fill, Chris 1953- Marketing communications engagements, strategies and practice Communication in marketing Marketing channels Sales promotion Marktkommunikation (DE-588)4131075-5 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Kommunikationsmodell (DE-588)4140666-7 gnd |
| subject_GND | (DE-588)4131075-5 (DE-588)4201794-4 (DE-588)4037589-4 (DE-588)4061963-1 (DE-588)4140666-7 |
| title | Marketing communications engagements, strategies and practice |
| title_auth | Marketing communications engagements, strategies and practice |
| title_exact_search | Marketing communications engagements, strategies and practice |
| title_full | Marketing communications engagements, strategies and practice Chris Fill |
| title_fullStr | Marketing communications engagements, strategies and practice Chris Fill |
| title_full_unstemmed | Marketing communications engagements, strategies and practice Chris Fill |
| title_short | Marketing communications |
| title_sort | marketing communications engagements strategies and practice |
| title_sub | engagements, strategies and practice |
| topic | Communication in marketing Marketing channels Sales promotion Marktkommunikation (DE-588)4131075-5 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Kommunikationsmodell (DE-588)4140666-7 gnd |
| topic_facet | Communication in marketing Marketing channels Sales promotion Marktkommunikation Kommunikationsstrategie Marketing Unternehmen Kommunikationsmodell |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013224911&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT fillchris marketingcommunicationsengagementsstrategiesandpractice |