A reader in marketing communications:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2005
|
| Schlagworte: | |
| Online-Zugang: | Table of contents Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references |
| Beschreibung: | XVIII, 273 S. |
| ISBN: | 0415356482 0415356490 |
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| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Publicité | |
| 650 | 4 | |a Communication in marketing | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
L ist of illustrations i x
List of tables xi
About the editors xi i i
Acknowledgements xvii
1 Philip J. Kitchen
MARKETING COMMUNICATIONS 1
2 Don E. Schultz
FROM ADVERTISING TO INTEGRATED MARKETING COMMUNICATIONS 10
Reading Conceptualizing the Integrated Marketing Communications
Phenomenon: an Examination of its Impact on Advertising Practices and
its Implications for Advertising Research by Glen J. Nowak and Joseph
Phelps 12
3 Patrick de Pelsmacker
ADVERTISING: WHAT TO SAY, WHEN 41
Reading What to Say When: Advertising Appeals in Evolving Markets
by Rajesh K. Chandy, Gerard J. Tellis, Deborah J. Maclnnis and Pattana
Thaivanich 42
4 Patrick de Pelsmacker
SALES PROMOTION 78
Reading Pursuing the Value conscious Consumer: Store Brands versus
National Brand Promotions by Kusum L. Ailawadi, Scott A. Neslin and
Karen Gedenk 79
viii CONTENTS
5 Don E. Schultz
FROM DIRECT MAIL TO DIRECT RESPONSE MARKETING 116
Readings vThe Great Marketing Turnaround 1 2 from Direct Marketing^
Stan Rapp and Tom Collins 118
6 Philip J. Kitchen
MARKETING PUBLIC RELATIONS 133
Reading Marketing Public Relations: Conceptual Legitimacy or Window
Dressing? by Philip J. Kitchen and Ioanna C. Papasolomou 135
7 Lynne Eagle
sponsorship 157
Reading Maximising the Marketing Potential of Sponsorship for Global
Brands by Julie Verity 158
8 Lynne Eagle
PERSONAL SELLING 178
Reading Transformation of the Traditional Salesforce: Imperatives for
Intelligence, Interface and Integration by Nigel F. Piercy and IMikala Lane 179
9 Patrick de Pelsmacker
THE INTERNET AND THE WORLD WIDE WEB 199
Reading The Impact of Content and Design Elements on Banner Advertis¬
ing Click through Rates by Ritu Lohtia, Naveen Donthu and Edmund K.
Hershberger 201
10 Don E. Schultz
THE ROOTS OF RELATIONSHIP MARKETING 215
Reading Quo vadis, Marketing? Toward a Relationship Marketing
Paradigm by Christian Gronroos, with a Retrospective Comment by
Michael J. Baker 217
11 Don E. Schultz
MARKETING METRICS: FROM TACTICAL TO STRATEGIC MEASURES 236
Reading Market based Assets and Shareholder Value: a Framework for
Analysis by Rajendra K. Srivastava, Tasadduq A. Shervani and Liam
Fahey 239
12 Philip J. Kitchen
CONCLUSION 272
List of illustrations
Chapter 2
1 The ^integrated communications landscape 24
2 Advertising s changing landscape 26
Chapter 3
1 Effects of argument versus emotion by market age 64
2 Effects of emotion type by market age 64
3 Effects of argument type by market age 65
4 Effects of attribute prominence by market age 66
5 Effects of negative versus positive goal frames by market age 66
6 Predicted effect of market age on referrals 67
Chapter 4
1 Conceptual framework 82
2 Identifying relevant consumer characteristics 84
Chapter 5
1 Figure 1 129
Chapter 6
1 The descriptive model of this research 142
2 The emergence of M PR 144
3 M PR s inclusion as part of the marketing or PR disciplines 144
4 M PR s legitimacy as a new PR or marketing discipline 145
5 The likelihood of MPR becoming a marketing management
discipline in its own right 146
X LIST OF ILLUSTRATIONS
6 Impact of the debate between the marketing and PR disciplines on
MPR 147
7 The nature of the debate 147
8 The existence of interaction between MPR and CPR 148
9 The gap between CPR and MPR 149
10 The integration between CPR and MPR in communications
programmes 149
Chapter 7
1 Preference for Shell and awareness of sponsorship 166
2 Benefits of higher exploitation of sponsorship 168
3 ^Refuelling , all countries: overall opinion of Shell products 169
4 Desert waves advertisement 170
5 Traffic advertisement 171
6 Consumer awareness: brand used by Ferrari 173
7 Consumer awareness: brand more associated with Fl 174
Chapter 8
1 What s left for Sales? 181
2 The impact of the Internet 183
3 Changing buyer seller relationships 188
4 How corporate customers see suppliers 189
5 Substitution and evolution of the sales role 191
6 Changing the focus from selling to strategic customer management 192
7 A new point of strategic focus in buyer seller relationships 193
8 The pressure for total integrated marketing 195
Chapter 9
1 Interaction effects 209
Chapter 11
1 Linking market based assets to shareholder value 249
2 Accelerating and enhancing cash flows 253
3 Reducing volatility in cash flows 257
4 Enhancing the residual value of cash flows 259
List of tables
Chapter 2
1 Identifying research opportunities using the direct response
advertising literature 26
Chapter 3
1 Representative studies 43
2 Descriptive statistics 53
3 Executional cue variables 55
4 Descriptive statistics 62
5 Regression results 63
Chapter 4
1 Summary of hypothesized relationships 88
2 Sample demographics 91
3 Reliabilities of constructs 93
4 Fit of four alternative model specifications 94
5 Effect of demographic variables on psychographic characteristics 95
6 Effects of psychographic characteristics 97
7 Cluster analysis summary 99
8 Description of four clusters 99
9 Psychographic correlates of segments 101
Chapter 7
1 Waves tracking research: Spain and Portugal 170
2 ShelPTraffic advertising survey: Argentina 172
3 Global advertising production cost savings 172
xii LIST OF TABLES
Chapter 9
1 Cognitive and affective content and design variables 204
2 Mean usage of content and design elements in banner
advertisements 208
3 A NOVA for testing moderating effect of advertisement context 208
Chapter 11
1 Assumptions about the marketing finance interface 240
2 Attributes of balance sheet and off balance sheet assets 246
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| spelling | A reader in marketing communications ed. by Philip J. Kitchen ... London [u.a.] Routledge 2005 XVIII, 273 S. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references Communication en marketing Marketing Publicité Communication in marketing Advertising Kommunikationspolitik (DE-588)4232471-3 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Kommunikationsstrategie (DE-588)4201794-4 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketing (DE-588)4037589-4 s Kommunikationsstrategie (DE-588)4201794-4 s DE-604 Werbung (DE-588)4065541-6 s Unternehmen (DE-588)4061963-1 s Marktkommunikation (DE-588)4131075-5 s DE-188 Kommunikationspolitik (DE-588)4232471-3 s Kitchen, Philip J. Sonstige oth http://www.loc.gov/catdir/toc/ecip057/2005002957.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013342790&sequence=000006&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | A reader in marketing communications Communication en marketing Marketing Publicité Communication in marketing Advertising Kommunikationspolitik (DE-588)4232471-3 gnd Unternehmen (DE-588)4061963-1 gnd Werbung (DE-588)4065541-6 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd |
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| title | A reader in marketing communications |
| title_auth | A reader in marketing communications |
| title_exact_search | A reader in marketing communications |
| title_full | A reader in marketing communications ed. by Philip J. Kitchen ... |
| title_fullStr | A reader in marketing communications ed. by Philip J. Kitchen ... |
| title_full_unstemmed | A reader in marketing communications ed. by Philip J. Kitchen ... |
| title_short | A reader in marketing communications |
| title_sort | a reader in marketing communications |
| topic | Communication en marketing Marketing Publicité Communication in marketing Advertising Kommunikationspolitik (DE-588)4232471-3 gnd Unternehmen (DE-588)4061963-1 gnd Werbung (DE-588)4065541-6 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd |
| topic_facet | Communication en marketing Marketing Publicité Communication in marketing Advertising Kommunikationspolitik Unternehmen Werbung Marktkommunikation Kommunikationsstrategie Aufsatzsammlung |
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