Marketing communications: integrating offline and online with social media
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2011
|
| Ausgabe: | 5. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index. |
| Beschreibung: | XVIII, 483 S. Ill., graph. Darst. |
| ISBN: | 9780749461935 9780749461942 |
Internformat
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| 245 | 1 | 0 | |a Marketing communications |b integrating offline and online with social media |c PR Smith & Ze Zook |
| 250 | |a 5. ed. | ||
| 264 | 1 | |a London [u.a.] |b Kogan Page |c 2011 | |
| 300 | |a XVIII, 483 S. |b Ill., graph. Darst. | ||
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| 500 | |a Includes index. | ||
| 650 | 4 | |a Communication in marketing | |
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Datensatz im Suchindex
| _version_ | 1804145707665326080 |
|---|---|
| adam_text | Titel: Marketing communications
Autor: Smith, Paul R.
Jahr: 2011
CONTENTS
Foreword xii
Acknowledgements xiii
About the authors xv
How to use this book xvi
part one Communications Background and Theories 1
01 New marketing communications 3
The revolution has started 4
Marketing Utopia has arrived 10
The ladder of engagement 17
The race is on 22
References and further reading 28
Further information 29
02 Branding 31
Introduction to branding 32
Brand components 37
The branding process 41
Brand summary and the challenges ahead 55
Conclusion 58
References and further reading 58
03 Customer relationship management 61
Introduction to CRM 62
CRM components required 68
CRM creation and maintenance 80
CRM summary and challenges 84
References and further reading 86
Further information 87
04 Customer psychology and buyer behaviour 89
Introduction to understanding customer buying behaviour 90
Models of buyer behaviour 97
The intervening psychological variables 103
Summary and conclusion 112
Appendix 4.1: Hofacker s online information processing 114
Appendix 4.2: The post-PC customer 115
References and further reading 116
Further information 117
05 Customer communications theory 119
Introduction to communications theory 120
Communications models 123
Future communications models 131
References and further reading 134
Further information 135
06 Marketing communications research 137
Introduction to market research 138
Types of research 141
The market research process 151
In conclusion 158
References and further reading 158
Further information 159
07 Media buying and planning 161
Introduction - the challenge of the media mix 162
Which medium? 168
Which media and which vehicle? 170
Summary 179
References and further reading 179
Further information 180
08 Marketing communications agencies 181
Agency types 182
Agency structure 184
Agency remuneration 187
Agency relationships - selection and retention 189
References and further reading 202
Further information 203
09 International marketing communications 205
The globalization of markets 206
International difficulties 210
International mistakes 214
Strategic global options 215
In conclusion 222
References and further reading 222
10 The marketing communications plan 225
Outline marketing communications plan: the SOSTAC® planning
system 226
Situation analysis 229
Objectives 233
Strategy 235
Tactics 237
Action 237
Control 240
References and further reading 244
Further information 244
11 The changing communications environment 245
Introduction 246
Politics (regulations and laws) 246
Economics 251
Social change 253
Technology 256
Summary 259
References and further reading 260
Further information 261
part two Communications Tools 263
12 Selling, sales management and key account management 265
Introduction 266
Managing the sales force 270
Extending the sales force 273
Advantages and disadvantages 278
Summary 278
References and further reading 279
Further information 279
13 Advertising online and offline 281
Introduction 282
New advertising 283
Managing an advertising campaign 289
Case study 13.1: T-Mobile 300
Case study 13.2: HEA drug education 304
Advantages and disadvantages 308
References and further reading 308
Further information 309
14 Publicity and public relations - online and offline 311
Introduction 312
New and old PR tools 317
Advantages and disadvantages of PR 328
Case study 14.1: Virgin Mobile s new tariff 334
Case study 14.2: Meet the Stars in a Muzu.TV intimate environment 337
Advantages and disadvantages summary 338
References and further reading 339
Further information 339
15 Sponsorship - online and offline 341
Introduction 342
New and old sponsorship tools 343
Managing a sponsorship programme 345
Advantages and disadvantages of sponsorship 349
Case study 15.1: TSB s Roy of the Rovers 352
Advantages and disadvantages summary 353
References and further reading 354
Further information 355
16 Sales promotions - online and offline 357
Introduction 358
New sales promotions 361
Managing a sales promotion 364
Case study 16.1: The V A digital art promotion 370
Case study 16.2: Rap anti-knife campaign 371
Case study 16.3: Muzu.TV film soundtrack promotion 374
Advantages and disadvantages 376
References and further reading 377
Further information 377
17 Direct mail - online and offline 379
Introduction to direct mail (and e-mail) 380
Opt-in e-mail and mobile messaging 383
Managing a direct mail campaign 386
Case study 17.1: Acronis automated marketing campaign 392
Advantages and disadvantages 398
References and further reading 399
Further information 399
18 Exhibitions - online and offline 401
Introduction 402
Managing exhibitions 402
12 reasons for poor performance 410
Case study 18.1: Sedgwick at RIMS Monte Carlo 410
Advantages and disadvantages 412
References and further reading 413
Further information 413
19 Merchandising and point of sale 415
Introduction 416
Merchandising tools 417
Retail strategies 419
Measuring merchandising effectiveness 421
Case study 19.1: Thomson Tours 422
Advantages and disadvantages 423
References and further reading 424
Further information 424
20 Packaging 425
Introduction 426
The designer s tools 429
The packaging design process 435
Case study 20.1: Brand range development in India 438
Advantages and disadvantages 441
References and further reading 442
Further information 442
21 Websites and social media 443
Successful websites 444
Case study 21.1: Times Online microsite - Brian Clough, The Damned
United 452
Case study 21.2: American Greetings e-cards - the LiveBall system 454
Successful social media 457
Case study 21.3: Using social media (and UGC movies) to help 11- to
15-year-olds to stop smoking 461
Case study 21.4: Minime - a new social networking app to reduce cancer
from sun bed abuse 464
Advantages and disadvantages 467
Conclusion 468
References and further reading 468
Further information 469
Index 471
|
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| id | DE-604.BV037410612 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T23:23:44Z |
| institution | BVB |
| isbn | 9780749461935 9780749461942 |
| language | English |
| lccn | 2010045798 |
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| spelling | Smith, Paul R. 1957- Verfasser (DE-588)172558263 aut Marketing communications integrating offline and online with social media PR Smith & Ze Zook 5. ed. London [u.a.] Kogan Page 2011 XVIII, 483 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes index. Communication in marketing Zook, Ze Verfasser aut Überarbeitung von 4. ed. 2004 0-7494-4265-4 (DE-604)BV019346427 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022563082&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Smith, Paul R. 1957- Zook, Ze Marketing communications integrating offline and online with social media Communication in marketing |
| title | Marketing communications integrating offline and online with social media |
| title_auth | Marketing communications integrating offline and online with social media |
| title_exact_search | Marketing communications integrating offline and online with social media |
| title_full | Marketing communications integrating offline and online with social media PR Smith & Ze Zook |
| title_fullStr | Marketing communications integrating offline and online with social media PR Smith & Ze Zook |
| title_full_unstemmed | Marketing communications integrating offline and online with social media PR Smith & Ze Zook |
| title_short | Marketing communications |
| title_sort | marketing communications integrating offline and online with social media |
| title_sub | integrating offline and online with social media |
| topic | Communication in marketing |
| topic_facet | Communication in marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022563082&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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