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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Bibliographic Details
Other Authors: Kitchen, Philip J
Format: Book
Language:English
Published: New York Routledge 2005
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Online Access:Click Here to View Status and Holdings.
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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