A reader in marketing communications

• Other Authors: Kitchen, Philip J
• Format: Unknown
• Language: English
• Published: New York Routledge 2005
• Subjects: Advertising; Marketing; Communication in marketing
• Online Access: Click Here to View Status and Holdings.

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...

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