- Item type
- Book
- Language
- anglais
- Pages
- xxxii, 790 p.
- Edition
- 3rd ed.
- Publication year
- 2002
- ISBN
- 0-273-65500-0
- Content notes
- PART ONE: INTRODUCTION AND SETTING THE SCENE --- 1. An introduction to marketing communications --- 2. Communication theory --- PART TWO: CONTEXTS --- 3. Understanding how customers process information --- 4. Customer decision-making --- 5. Purpose and audiences --- 6. Ethics in marketing communications --- 7. Internal marketing communication --- 8. Financial resources --- 9. Environmental influences on marketing communications --- 10. Stakeholders, supply chains and interorganisational relationships --- 11. The communications industry --- PART THREE: STRATEGIES --- 12. Marketing communication strategies and planning --- 13. Promotional objectives and positioning --- 14. Branding and the role of marketing communications --- 15. Business-to-business marketing communication --- 16. Corporate identity and reputation --- 17. Marketing communications across borders --- 18. Interactive communication strategy --- 19. Integrated marketing communications --- PART FOUR: APPLICATIONS AND METHODS OF MARKETING COMMUNICATIONS --- 20. Advertising: how it might work --- 21. Advertising messages and creative approaches --- 22. Media and media-planning --- 23. Sales promotion --- 24. Sales promotion techniques --- 25. On-line marketing communications --- 26. Public relations --- 27. Sponsorship --- 28. Direct marketing --- 29. Personal selling --- 30. Exhibitions, packaging and field marketing --- 31. Evaluating marketing communications.
"“Marketing Communications: Contexts, Strategies and Applications, 3rd Edition, uses theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to this subject. With a primarily academic orientation, three sections cover contextual issues, strategy and the elements of the promotional mix. Relationship marketing concepts underpin the integrated approach to communications.” – from back cover.
PART ONE: INTRODUCTION AND SETTING THE SCENE --- 1. An introduction to marketing communications --- 2. Communication theory --- PART TWO: CONTEXTS --- 3. Understanding how customers process information --- 4. Customer decision-making --- 5. Purpose and audiences --- 6. Ethics in marketing communications --- 7. Internal marketing communication --- 8. Financial resources --- 9. Environmental influences on marketing communications --- 10. Stakeholders, supply chains and interorganisational relationships --- 11. The communications industry --- PART THREE: STRATEGIES --- 12. Marketing communication strategies and planning --- 13. Promotional objectives and positioning --- 14. Branding and the role of marketing communications --- 15. Business-to-business marketing communication --- 16. Corporate identity and reputation --- 17. Marketing communications across borders --- 18. Interactive communication strategy --- 19. Integrated marketing communications --- PART FOUR: APPLICATIONS AND METHODS OF MARKETING COMMUNICATIONS --- 20. Advertising: how it might work --- 21. Advertising messages and creative approaches --- 22. Media and media-planning --- 23. Sales promotion --- 24. Sales promotion techniques --- 25. On-line marketing communications --- 26. Public relations --- 27. Sponsorship --- 28. Direct marketing --- 29. Personal selling --- 30. Exhibitions, packaging and field marketing --- 31. Evaluating marketing communications..
