Marketing Communication
New Approaches, Technologies, and Styles
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47 297 Ft
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Product details:
- Publisher OUP Oxford
- Date of Publication 17 November 2005
- ISBN 9780199276943
- Binding Hardback
- No. of pages320 pages
- Size 242x163x27 mm
- Weight 632 g
- Language English
- Illustrations Tables and line drawings 0
Categories
Short description:
This book provides an in-depth focus on new and emerging developments in marketing communication, including advertising, public relations, and sales promotions. Twenty-five of the most prominent contemporary marketing experts from the United States and Europe share their specialized knowledge and views, making this essential reading for anyone interested in keeping pace with the rapidly changing marketing techniques and communication technologies of the 21st Century.
MoreLong description:
Styles brings together leading authorities from both academia and the marketing industry to provide a comprehensive overview and analysis of the rapidly changing world of marketing communication in the 21st Century. Containing a broad tableau of perspectives, the book reflects the insights and experiences of academics and practitioners from both sides of the Atlantic.
With its timely and in-depth focus on contemporary and evolving trends in marketing communication, this book will be of interest to a diverse audience of academics, students, and marketing professionals. Primarily intended as a supplemental reader for undergraduate, graduate, and MBA courses, the focus on emerging developments in the field will also appeal to a broad range of researchers and marketing professionals.
Table of Contents:
Introduction: Marketing Communication in the New Millennium
Part I: New Approaches to Marketing Communication
New Trends in the Promotion of Companies and Brands to Stakeholders: A Holistic Approach
Past, Current, and Future Trends in Mass Communication Research
The 21st Century Consumer Society
Marketing Communications in a World of Consumption and Brand Communities
Marketing Communications Trends in the Emerging Global Marketplace
Part II: Developments in Marketing Communication Technologies
The Future of Television Advertising
Electronic Marketing and Marketing Communications: The Role of Technology
The Influence of Technology on Below-the-Line Marketing Communications
Integrated Marketing Communications and the Emerging Role of the Web Site
Word of Mouth: The Oldest, Newest Marketing Medium
Part III: Rethinking Marketing Communication Styles
Marketing Communication in a Postmodern World
Hypermodernity and the New Millennium: Scientific Language as a Tool for Marketing Communications
Identity in Marketing Communications: An Ethics of Visual Representation
The Communication of Marketing: A Critical Analysis of Discursive Practice
