A reader in marketing communications:
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
London [u.a.]
Routledge
2005
|
| Subjects: | |
| Online Access: | Table of contents Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references |
| Physical Description: | XVIII, 273 S. |
| ISBN: | 0415356482 0415356490 |
Staff View
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV020021427 | ||
| 003 | DE-604 | ||
| 005 | 20060124 | ||
| 007 | t | ||
| 008 | 050906s2005 xxu |||| 00||| eng d | ||
| 010 | |a 2005002957 | ||
| 020 | |a 0415356482 |c hard cover |9 0-415-35648-2 | ||
| 020 | |a 0415356490 |c soft cover |9 0-415-35649-0 | ||
| 035 | |a (OCoLC)57577436 | ||
| 035 | |a (DE-599)BVBBV020021427 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxu |c US | ||
| 049 | |a DE-355 |a DE-1051 |a DE-188 | ||
| 050 | 0 | |a HF5415.123 | |
| 082 | 0 | |a 658.8/02 |2 22 | |
| 082 | 0 | |a 658.802 | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 245 | 1 | 0 | |a A reader in marketing communications |c ed. by Philip J. Kitchen ... |
| 264 | 1 | |a London [u.a.] |b Routledge |c 2005 | |
| 300 | |a XVIII, 273 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references | ||
| 650 | 4 | |a Communication en marketing | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Publicité | |
| 650 | 4 | |a Communication in marketing | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Advertising | |
| 650 | 0 | 7 | |a Kommunikationspolitik |0 (DE-588)4232471-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Unternehmen |0 (DE-588)4061963-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Werbung |0 (DE-588)4065541-6 |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 Kommunikationsstrategie |0 (DE-588)4201794-4 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4143413-4 |a Aufsatzsammlung |2 gnd-content | |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | 1 | |a Kommunikationsstrategie |0 (DE-588)4201794-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Werbung |0 (DE-588)4065541-6 |D s |
| 689 | 1 | 1 | |a Kommunikationsstrategie |0 (DE-588)4201794-4 |D s |
| 689 | 1 | |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 | |5 DE-188 | |
| 689 | 3 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 3 | 1 | |a Kommunikationspolitik |0 (DE-588)4232471-3 |D s |
| 689 | 3 | |5 DE-188 | |
| 700 | 1 | |a Kitchen, Philip J. |e Sonstige |4 oth | |
| 856 | 4 | |u http://www.loc.gov/catdir/toc/ecip057/2005002957.html |3 Table of contents | |
| 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=013342790&sequence=000006&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-013342790 | ||
Record in the Search Index
| _version_ | 1804133583666806784 |
|---|---|
| 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
|
| any_adam_object | 1 |
| building | Verbundindex |
| bvnumber | BV020021427 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.123 |
| callnumber-search | HF5415.123 |
| callnumber-sort | HF 45415.123 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)57577436 (DE-599)BVBBV020021427 |
| dewey-full | 658.8/02 658.802 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 658.802 |
| dewey-search | 658.8/02 658.802 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02535nam a2200673zc 4500</leader><controlfield tag="001">BV020021427</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20060124 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">050906s2005 xxu |||| 00||| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">2005002957</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0415356482</subfield><subfield code="c">hard cover</subfield><subfield code="9">0-415-35648-2</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0415356490</subfield><subfield code="c">soft cover</subfield><subfield code="9">0-415-35649-0</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)57577436</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV020021427</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-355</subfield><subfield code="a">DE-1051</subfield><subfield code="a">DE-188</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.123</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/02</subfield><subfield code="2">22</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.802</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="245" ind1="1" ind2="0"><subfield code="a">A reader in marketing communications</subfield><subfield code="c">ed. by Philip J. Kitchen ...</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London [u.a.]</subfield><subfield code="b">Routledge</subfield><subfield code="c">2005</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XVIII, 273 S.</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="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Communication en marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Publicité</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Communication in marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kommunikationspolitik</subfield><subfield code="0">(DE-588)4232471-3</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="650" ind1="0" ind2="7"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</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">Kommunikationsstrategie</subfield><subfield code="0">(DE-588)4201794-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="0">(DE-588)4143413-4</subfield><subfield code="a">Aufsatzsammlung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" 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="0" ind2="1"><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=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Kommunikationsstrategie</subfield><subfield code="0">(DE-588)4201794-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><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="5">DE-188</subfield></datafield><datafield tag="689" ind1="3" 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="3" ind2="1"><subfield code="a">Kommunikationspolitik</subfield><subfield code="0">(DE-588)4232471-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="3" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Kitchen, Philip J.</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="856" ind1="4" ind2=" "><subfield code="u">http://www.loc.gov/catdir/toc/ecip057/2005002957.html</subfield><subfield code="3">Table of contents</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=013342790&sequence=000006&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:BVB01-013342790</subfield></datafield></record></collection> |
| genre | (DE-588)4143413-4 Aufsatzsammlung gnd-content |
| genre_facet | Aufsatzsammlung |
| id | DE-604.BV020021427 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T20:11:02Z |
| institution | BVB |
| isbn | 0415356482 0415356490 |
| language | English |
| lccn | 2005002957 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-013342790 |
| oclc_num | 57577436 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR DE-1051 DE-188 |
| owner_facet | DE-355 DE-BY-UBR DE-1051 DE-188 |
| physical | XVIII, 273 S. |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Routledge |
| record_format | marc |
| 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 |
| subject_GND | (DE-588)4232471-3 (DE-588)4061963-1 (DE-588)4065541-6 (DE-588)4131075-5 (DE-588)4037589-4 (DE-588)4201794-4 (DE-588)4143413-4 |
| 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 |
| url | http://www.loc.gov/catdir/toc/ecip057/2005002957.html 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 |
| work_keys_str_mv | AT kitchenphilipj areaderinmarketingcommunications |