Marketing Communications: An Integrated ApproachKogan Page Publishers, 2004 - 696 pagini Marketing Communications rapidly established itself as an international best-seller and has been listed as a "marketing classic" by the Marketing Society and as a "marketing major" by the Chartered Institute of Marketing. The book is recommended reading for the CIM's Marketing Communications module in the new Professional Diploma in Marketing. The authors' real business understanding of marketing communications is universally acclaimed and has proved popular with students and practitioners alike. In addition, the unique SOSTAC® Planning System is applied throughout the book.This latest edition has been completely updated with new cases, statistics and communications techniques, fresh "shock" stories and a new "e" theme on each communication tool. New illustrations and full-colour photographs all combine to bring the book right up to date with the current international business scene.A free CD-ROM containing video clips of some of the world's leading marketing experts, pictures, documents and prepared Power Point lectures is available to lecturers from the publisher on request. |
Cuprins
Situation analysis | 36 |
Strategy | 46 |
16 | 63 |
Buying behaviour | 90 |
Exhibitions | 102 |
Appendix 4 1 | 117 |
Information overload | 126 |
17 | 143 |
Controlled integration of publicity | 458 |
Case study 14 3 | 467 |
Packaging | 542 |
The communication functions of the pack | 548 |
Industrial packaging | 565 |
Word of mouth | 581 |
Word of mouth | 590 |
Customer Relationship Management | 596 |
The market research process | 146 |
Packaging | 152 |
18 | 154 |
Selling and sales management | 289 |
Merchandising | 297 |
Advertising | 311 |
19 | 346 |
Sales promotions | 355 |
Direct marketing | 385 |
Publicity and public relations | 445 |
Making the strategic shift to CRMCEM | 605 |
21 | 610 |
Appendix 19 1 | 612 |
eMarketing | 619 |
Corporate identity | 653 |
685 | |
690 | |
693 | |
696 | |
Alte ediții - Afișează-le pe toate
Marketing Communications: Integrating Offline and Online with Social Media PR Smith,Jonathan Taylor Nu există previzualizare disponibilă |
Termeni și expresii frecvente
ABC1 activity adver advertising agency advertising campaign analysis Appendix awareness brand brief budget buyers cent Chapter cinema client Coca-Cola colour communications mix communications tools competition competitors concept consumer cost cost per thousand coverage create creative customers database detail direct mail direct marketing effective European example exhibition Figure global groups Guinness increase Independent Television Commission integrated Integrated Marketing Communications Internet launch levels lifestyle London Lucozade magazines market research marketing communications marketing managers marketing mix million Moments.com objectives Ofcom offer pack packaging pitch point-of-sale product or service programme public relations purchase radio response Rimmel sales promotion salesforce segments selling sponsor sponsorship stages strategy supplier tactical Tango target audience target market telemarketing Telephone Preference Service telesales television types users World Vision
Referințe la această carte
Marketing Communication: Principles and Practice Richard J. Varey Nu există previzualizare disponibilă - 2002 |
Strategic Marketing Communications: New Ways to Build and Integrate ... Paul Russell Smith,Paul Smith,Chris Berry,Alan Pulford Previzualizare limitată - 1999 |