Marketing communications: objectives, strategy, tactics
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Los Angeles ; London ; New Delhi ; Singapore ; Washington, DC ; Melbourne
Sage
2018
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | xi, 566 Seiten Illustrationen, Diagramme |
| ISBN: | 9781526438652 9781526438645 |
Staff View
MARC
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Record in the Search Index
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| adam_text | CONTENTS
About the Authors vii
A cknowledgments viii
Preface ix
Online Resources Material xii
Part I Marcoms and Branding 1
1 Marketing Communications and Campaign Planning 3
2 Branding and Brand Positioning 29
Part II Marcoms Campaign Objectives 67
3 Campaign Target Audience Selection and Action Objectives 69
4 Campaign Communication Objectives 94
Part III Creative Strategy 125
5 Key Benefit Claim and the Creative Idea 127
6 Brand Awareness and Brand Attitude (Grid) Tactics 165
7 Attention Tactics and Pretesting 220
Part IV Sales Promotion Strategy 267
8 Manufacturer and Retailer Promotions 269
Part V Media Strategy 307
9 Media-Type Selection and the Reach Pattern
309
VI MARKETING COMMUNICATIONS
10 Effective Frequency and Strategic Scheduling Rules 339
Part VI: Campaign Management 369
11 Setting the Campaign Budget 371
12 Campaign Tracking 394
Part VII: Other Marcoms 427
13 Corporate Image Advertising, Sponsorships, and PR 429
14 Personal Selling and Customer Database Marketing 454
15 Social Marketing and Ethics 493
Topic Index 556
Company and Brand Index 560
Main Name Index 564
|
| any_adam_object | 1 |
| author | Rossiter, John R. Percy, Larry Bergkvist, Lars |
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| author_sort | Rossiter, John R. |
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| building | Verbundindex |
| bvnumber | BV045078883 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)1055869967 (DE-599)OBVAC15080212 |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| genre_facet | Lehrbuch |
| id | DE-604.BV045078883 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T08:08:00Z |
| institution | BVB |
| isbn | 9781526438652 9781526438645 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-030469902 |
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| physical | xi, 566 Seiten Illustrationen, Diagramme |
| publishDate | 2018 |
| publishDateSearch | 2018 |
| publishDateSort | 2018 |
| publisher | Sage |
| record_format | marc |
| spelling | Rossiter, John R. Verfasser (DE-588)143307428 aut Marketing communications objectives, strategy, tactics John R. Rossiter, Larry Percy, Lars Bergkvist Los Angeles ; London ; New Delhi ; Singapore ; Washington, DC ; Melbourne Sage 2018 xi, 566 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Kommunikationspolitik (DE-588)4232471-3 gnd rswk-swf Werbekampagne (DE-588)4134093-0 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Unternehmen (DE-588)4061963-1 s Marketing (DE-588)4037589-4 s Kommunikationspolitik (DE-588)4232471-3 s DE-188 Marktkommunikation (DE-588)4131075-5 s Werbekampagne (DE-588)4134093-0 s Percy, Larry Verfasser (DE-588)170799492 aut Bergkvist, Lars Verfasser (DE-588)171320026 aut Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030469902&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rossiter, John R. Percy, Larry Bergkvist, Lars Marketing communications objectives, strategy, tactics Kommunikationspolitik (DE-588)4232471-3 gnd Werbekampagne (DE-588)4134093-0 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd |
| subject_GND | (DE-588)4232471-3 (DE-588)4134093-0 (DE-588)4131075-5 (DE-588)4037589-4 (DE-588)4061963-1 (DE-588)4123623-3 |
| title | Marketing communications objectives, strategy, tactics |
| title_auth | Marketing communications objectives, strategy, tactics |
| title_exact_search | Marketing communications objectives, strategy, tactics |
| title_full | Marketing communications objectives, strategy, tactics John R. Rossiter, Larry Percy, Lars Bergkvist |
| title_fullStr | Marketing communications objectives, strategy, tactics John R. Rossiter, Larry Percy, Lars Bergkvist |
| title_full_unstemmed | Marketing communications objectives, strategy, tactics John R. Rossiter, Larry Percy, Lars Bergkvist |
| title_short | Marketing communications |
| title_sort | marketing communications objectives strategy tactics |
| title_sub | objectives, strategy, tactics |
| topic | Kommunikationspolitik (DE-588)4232471-3 gnd Werbekampagne (DE-588)4134093-0 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | Kommunikationspolitik Werbekampagne Marktkommunikation Marketing Unternehmen Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030469902&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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