Simply marketing communications:
This title seeks to provide a suitably consistant appraisal of the ever-expanding world of marketing communications. The two main themes running through the text concern relationship marketing and integrated communications
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow, England
Financial Times Prentice Hall
2006
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | This title seeks to provide a suitably consistant appraisal of the ever-expanding world of marketing communications. The two main themes running through the text concern relationship marketing and integrated communications |
| Beschreibung: | Includes bibliographical references and indexes Includes Web resources |
| Beschreibung: | xxiii, 410 p. col. ill. 27 cm |
Internformat
MARC
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| 100 | 1 | |a Fill, Chris |d 1953- |e Verfasser |0 (DE-588)17306549X |4 aut | |
| 245 | 1 | 0 | |a Simply marketing communications |c Chris Fill |
| 264 | 1 | |a Harlow, England |b Financial Times Prentice Hall |c 2006 | |
| 300 | |a xxiii, 410 p. |b col. ill. |c 27 cm | ||
| 336 | |b txt |2 rdacontent | ||
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| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and indexes | ||
| 500 | |a Includes Web resources | ||
| 520 | |a This title seeks to provide a suitably consistant appraisal of the ever-expanding world of marketing communications. The two main themes running through the text concern relationship marketing and integrated communications | ||
| 650 | 4 | |a Communication in marketing | |
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Datensatz im Suchindex
| _version_ | 1804148523460984832 |
|---|---|
| adam_text | BHy[ Brief Contents
Part 1 Introduction 1
1 Marketing communications: an introduction 3
2 Communication: theory, interactivity and people 29
3 Audiences: behaviour, attitudes and decision-making 56
Part 1 summary 81
Part 2 Managing marketing communications 87
4 Strategy: approaches, integration and planning 89
5 Targeting audiences: segmentation, targeting, positioning
and objectives 116
6 Using technology: scope, applications and websites 136
Part 2 summary 1 64
Part 3 Elements of the marketing
communications mix 169
7 Advertising: frameworks, messages and evaluation 171
8 Media: traditional, digital and planning 195
9 Sales promotion: principles, technlgues and evaluation 220
10 Public relations and sponsorship 240
11 Direct marketing, personal selling and evaluation 266
Part 3 summary 293
Part 4 Industry, relationships and operations 299
12 Relationships: value, loyalty and trust 301
13 Stakeholders: channels, business-to-business and international
communications 329
14 The industry: structure, budgets and control 355
15 Agency operations: selection, personnel and practice 378
Part 4 summary 395
Preface xvi
Acknowledgements xxii
^^^^^^^^^^H Introduction 1
^^H Marketing communications: an introduction 3
Aims and objectives 3
Introduction 4
The concept of marketing as an exchange 5
The tasks of marketing communications 6
Defining marketing communications 8
The role of marketing communications 10
Marketing communications and the environment 11
The marketing communications mix 14
Effectiveness of the communication tools 19
Selection criteria 20
Branding and the role of marketing communications 22
Communication differences in consumer and business markets 24
Summary of key points 27
Review guestions 27
References 28
^^B Communication: theory, interactivity and people 29
Aims and objectives 29
An introduction to the communications process 30
Linear model of communications 30
Factors influencing the communications process 35
Word-of-mouth communications 42
Process of adoption 46
Process of diffusion 48
Interactional communications 50
Engaging audiences through dialogue 52
Summary of key points 53
Review questions 53
References 54
^^M Audiences: behaviour, attitudes and decision-making 56
Aims and objectives 56
Introduction 57
Audience information processing 57
Decision-making 66
Types of consumer decision-making 68
Perceived risk 69
Involvement theory 70
Two approaches to decision-making 71
Organisational buying-decision processes 74
Summary of key points 79
Review questions 80
References 80
Part 1 summary 81
Review 81
Questions and exercises 82
Mini case study: adidas Originals training shoes 82
Mini case study: Creme 85
Managing marketing communications 87
^^H Strategy: approaches, integration and planning 89
Aims and objectives 89
Introduction 90
The 3Ps of marketing communications strategy 90
Integrated marketing communications 97
What is to be integrated? 98
Reasons for the developing interest in IMC 102
Resistance to integration 104
Implementing IMC 106
Planning for marketing communications 108
A framework for integrated marketing communications plans 108
Links and essential points 113
Summary of key points 114
Review questions 115
References 115
H Targeting audiences: segmentation, targeting, positioning
and objectives 116
Aims and objectives 116
Introduction 117
Segmentation 117
Targeting 120
Positioning 120
The positioning concept 121
Developing and managing a position 123
Positioning strategies 124
Repositioning 126
Marketing communications objectives 128
Derivation of promotional objectives 132
SMART objectives 133
Summary of key points 134
Review questions 135
References 135
^^H Using technology: scope, applications and websites 136
Aims and objectives 136
Introduction 137
The breadth of technological applications 137
The influence of technology on marketing communications 139
e-commerce 144
Websites 147
Website design 149
Websites - visitor behaviour 150
Online communities 152
Affiliate marketing 153
The marketing communications mix - online 154
Online advertising 154
Online sales promotions 157
Online direct marketing 158
Online public relations 159
Online personal selling 159
Summary of key points 161
Review questions 162
References 162
Part 2 summary 164
Review 164
Questions and exercises 165
Mini case study: Polder Locks 165
Mini case study: Flowersbypost.com 167
^H Elements of the marketing communications mix 169
^^M Advertising: frameworks, messages and evaluation 171
Aims and objectives 171
Introduction 172
Emotion in advertising 173
Advertising models and concepts 174
The strong and the weak theories of advertising 177
Advertising to engage 179
Advertising messages 180
Message balance 130
Message structure 181
Message presentation 182
Evaluating advertising 186
What is to be measured? 187
Methods used to evaluate advertising effectiveness 188
Online advertising 191
Summary of key points 192
Review questions 193
References 193
|9| Media: traditional, digital and planning 195
Aims and objectives 195
Introduction 196
Evaluative criteria 197
Print media 199
Broadcast media 201
Outdoor media 203
Cinema 204
In-store media 205
Ambient media 207
Direct-response media 207
Digital media 208
Media planning 212
Media planning concepts 212
Media-source effects 215
Scheduling 216
Summary of key points 218
Review questions 219
References 219
^^H Sales promotion: principles, techniques and evaluation 220
Aims and objectives 220
Introduction 221
Understanding the value of sales promotions 221
The role of sales promotion 223
Sales promotion plans: the objectives 225
The strategic use of sales promotions 226
Sales promotion: methods 227
Sales promotions: manufacturers to consumers 229
Evaluating sales-promotion activities 235
Using technology to evaluate sales promotions 236
Summary of key points 237
Review questions 238
References 238
^^S Public relations and sponsorship 240
Aims and objectives 240
Introduction 241
Characteristics of public relations 241
Audiences 242
A framework of public relations 244
Corporate public relations and marketing public relations 247
The roles of public relations 248
Public relations methods and techniques 249
Sponsorship 251
Sponsorship objectives 252
Types of sponsorship 253
The role of sponsorship in the communications mix 258
Evaluating the performance of public relations 259
Evaluating the performance of sponsorship 262
Summary of key points 263
Review questions 263
References 264
^^^J Direct marketing, personal selling and evaluation 266
Aims and objectives 266
Introduction 267
The role of direct marketing 267
Types of direct brand 268
The growth of direct marketing 269
The role of the database 270
Direct-response media 271
Personal selling 276
The tasks of personal selling 277
The role of personal selling 278
Strengths and weaknesses of personal selling 280
Team selling 280
When personal selling should be a major part of the
communications mix 282
Integration and supporting the sales force 284
Multichannel selling 285
Evaluating performance 288
Summary of key points 290
Review questions 291
References 291
Part 3 summary 293
Review 293
Questions and exercises 294
Mini case study: On the road to recovery 295
Mini case study: Farmers Kitchens 296
^H Industry, relationships and operations 299
^^1 Relationships: value, loyalty and trust 301
Aims and objectives 301
Introduction 302
The value concept 303
Development of the relationship-marketing concept 304
Principles of retention 306
The customer life cycle 306
Trust, commitment and loyalty 309
Loyalty and retention programmes 314
The role of marketing communications in relationships 317
Internal relationships 320
The purpose of internal marketing 320
Organisational identity 322
Organisational culture 322
Internal engagement 323
Client/agency relationships 324
Summary of key points 325
Review guestions 326
References 326
B Stakeholders: channels, business-to-business and
international communications 329
Aims and objectives 329
Introduction 330
The stakeholder concept 330
Marketing channels 332
Multichannel marketing 334
Coordination, conflict and power 336
Marketing communications in the channels 341
The b2b communications mix 342
Key account management 344
International marketing communications 347
Key variables affecting international marketing communications 348
Cross-border marketing communications strategy 349
Summary of key points 352
Review questions 353
References 353
^^M The industry: structure, budgets and control 355
Aims and objectives 355
Introduction 356
Dimensions of the UK marketing communications industry 356
Structure and development of the UK marketing communications industry 358
One-stop shopping 361
Agency structures and IMC 363
Client, agency and industry issues 365
Marketing communications budgets 366
The role of the promotional budget 367
Techniques and approaches 368
Ethical issues in marketing communications 371
The importance of context 372
Regulating marketing communications 374
Self-regulation 374
Summary of key points 375
Review questions 376
References 376
^^9 Agency operations: selection, personnel and practice 378
Aims and objectives 378
Introduction 379
Agency selection 380
Agency personnel 383
Agency operations 385
Centralised media buying 389
The role of technology within agency operations 390
Agency remuneration 392
Summary of key points 393
Review questions 394
References 394
Part 4 summary 395
Review 395
Questions and exercises 396
Mini case study: GardenPowerMachines 397
Mini case study: EasyHome 398
Author index 400
Subject index 403
Supporting resources
Visit www.pearsoned.co.uk/fill to find valuable online resources
Companion Website for students
• Multiple choice questions with feedback to test your knowledge
• Links to relevant sites on the World Wide Web
• Link to a regularly-updated website containing interesting journal articles,
news and events
• Extra mini case studies from recent Chartered Institute of Marketing
Diploma examinations
For instructors
• Complete, downloadable Instructor s Manual
• PowerPoint slides that can be downloaded and used as OHTs
• Teaching schemes
• Additional mini case studies
Also: The Companion Website provides the following features:
• Search tool to help locate specific items of content
• E-mail results and profile tools to send results of quizzes to instructors
• Online help and support to assist with website usage and troubleshooting
For more information please contact your local Pearson Education sales
representative or visit www.pearsoned.co.uk/fifl
|
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| spelling | Fill, Chris 1953- Verfasser (DE-588)17306549X aut Simply marketing communications Chris Fill Harlow, England Financial Times Prentice Hall 2006 xxiii, 410 p. col. ill. 27 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and indexes Includes Web resources This title seeks to provide a suitably consistant appraisal of the ever-expanding world of marketing communications. The two main themes running through the text concern relationship marketing and integrated communications Communication in marketing HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024509772&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Fill, Chris 1953- Simply marketing communications Communication in marketing |
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| topic | Communication in marketing |
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