A reader in marketing communications
Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing comm...
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Format: | Book |
Language: | English |
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New York
Routledge
2005
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Table of Contents:
- Introduction and overview of marketing communications
- From advertising to integrated marketing communications
- Reading: ?conceptualising the integrated marketing communications phenomenon: an
- Examination of its impact on advertising practicesand its implications for advertising research? / by Glen L. Nowak and Joseph Phelps
- Advertising: what to say, when
- Reading: ?what to say when: advertising appeals in evolving markets? / by Rajesh K. Chandy, Gerald J. Tellis, Deborah J. McInnis, and Pattana Thaivanich
- Sales promotion
- Reading: ?pursuing the value conscious consumer: store brands versus national brand
- Promotions? / by Kusum L. Alawadi, Scott A. Nelsin, and Karen Gedenk
- From direct mail to direct response marketing
- Readings: 1 & 2. ?the great marketing turnaround? part 1 and part 2 special
- Reports concerning Stan Rapp and Tom Collins book on direct marketing
- Marketing pr
- Reading: ?marketing public relations: conceptual legitimacy or window dressing?? / by Philip J. Kitchen and Ioanna Papalomou
- Sponsorship
- Reading: ?maximising the marketing potential of sponsorship for global brands? / by Julie Verity
- Personal selling
- Reading: ?transformation of the traditional salesforce: imperatives for intelligence
- Interface, and integration? / by Nigel F. Piercy and Nikala Lane
- Internet and the World Wide Web
- Reading: ?the impact of content and design elements on banner advertising click through rates / by Ritu Lohtia, Naveen Donthu, and Edmund K. Hershberger
- Roots of relationship marketing
- Reading: ?quo vadis, marketing? toward a relationship marketing paradigm? / by Christian Groonroos
- Measuring the success rate of marketing communications
- Reading: ?market-based assets and shareholder value: a framework for analysis? / by Rajendra J. Srivastava, Tasadduq A. Shervani, and Liam Fahey
- Summary and conclusion