Marketing Communications

Marketing Communications

 
Kiadás sorszáma: 2, New edition
Kiadó: Routledge
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GBP 39.99
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A termék adatai:

ISBN13:9780429447044
ISBN10:0429447043
Kötéstípus:Puhakötés
Terjedelem:420 oldal
Méret:246x174 mm
Súly:720 g
Nyelv:angol
Illusztrációk: 64 Illustrations, black & white; 38 Line drawings, black & white; 26 Tables, black & white
256
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Rövid leírás:

Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets.

Hosszú leírás:

Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications.


Marketing Communications applies a uniquely practical approach to the topic, providing a structured overview of planning, development, implementation and evaluation of marketing communications, alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated, the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms, changing media consumption patterns and consumers? strategies to cope with information overload. It also reflects upon consumer scepticism, a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors, such as social marketing and political marketing, as well as the cross-cultural aspect of marketing communications.


This textbook is essential reading for both students and professionals in marketing, communications and public relations. Online resources include an extensive instructors? guide, which provides answer checklists to all Think boxes, Ethical issues and end-of-chapter cases within the book. The text is also supported by PowerPoint slides and test banks for all chapters and major cases.

Tartalomjegyzék:

1. Marketing communications as a strategic marketing tool  2. Introducing communication  3. Ethical issues and current challenges  4. Analysing the integrated marketing communications environment  5. Creativity and creativity tactics  6. The IMC client?agency relationship  7. IMC and branding  8. Traditional media  9. Electronic, new and social media  10. Emerging, hybrid media and experiential marketing  11. Integrated campaign development: Advertising  12. Integrated campaign development: Sales promotion  13. Integrated campaign development: Direct and database marketing, outdoor and point of purchase  14. Integrated campaign development: marketing PR and sponsorship  15. Integrated campaign development: Personal selling and sales management, retail key account liaison, exhibitions and shows  16. Marketing Communications for not-for-profit audiences: Social marketing and political marketing  17. Marketing communications in a global marketplace  18. Evaluation and control: Evidence of effectiveness and the challenge of measuring return on investment