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Essentials of Marketing Communications: Touchpoints, Sharing And Disruption [Minkštas viršelis]

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  • Formatas: Paperback / softback, 440 pages, aukštis x plotis x storis: 265x195x22 mm, weight: 960 g
  • Išleidimo metai: 12-May-2011
  • Leidėjas: Financial Times Prentice Hall
  • ISBN-10: 0273738445
  • ISBN-13: 9780273738442
Kitos knygos pagal šią temą:
Essentials of Marketing Communications: Touchpoints, Sharing And DisruptionDidesnis paveikslėlis
  • Formatas: Paperback / softback, 440 pages, aukštis x plotis x storis: 265x195x22 mm, weight: 960 g
  • Išleidimo metai: 12-May-2011
  • Leidėjas: Financial Times Prentice Hall
  • ISBN-10: 0273738445
  • ISBN-13: 9780273738442
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780273738442.html
Raktažodžiai:
Essentials of Marketing Communications offers a concise and student-friendly introduction to the principles and theories of marketing communications.

Written in a lively and engaging style, the book provides you with a coherent and consistent text, blending marketing communications principles and theory with practice. Divided into three parts, the book considers the strategic issues associated with managing marketing communications activities before moving on to look at branding, budgeting and evaluation issues and concluding with chapters on  stakeholders, international marketing communications, and the operations and personnel involved in the industry.

The book is the essential companion for undergraduate and postgraduate students studying Marketing Communications. It is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by the Chartered Institute of Marketing.
Guided tour xiv
Guided tour of the companion website xvi
Preface xix
Acknowledgements xxv
Part One Introduction to marketing communications
2(80)
Chapter 1 The scope of marketing communications
4(28)
Aims and learning objectives
4(1)
Introduction
5(2)
The scope of marketing communications
7(2)
The role of marketing communications
9(2)
The tasks of marketing communications
11(3)
Environmental influences
14(2)
The marketing communications mix
16(2)
The tools of the MCs mix
18(3)
The key characteristics of the communication tools
21(1)
Media and the MCs mix
21(2)
Messages and the MCs mix
23(4)
Communication differences
27(2)
Summary
29(1)
Review questions
30(1)
References
31(1)
Chapter 2 Communication: interactivity and conversations
32(25)
Aims and learning objectives
32(1)
Introduction
33(1)
A linear model of communication
33(4)
Realms of understanding
37(1)
Factors that influence the communication process
37(1)
The influencer model of communication
38(4)
Word-of-mouth communications
42(5)
Developing brands with word-of-mouth communication
47(2)
Process of adoption
49(2)
Process of diffusion
51(2)
Summary
53(1)
Review questions
54(1)
References
54(3)
Chapter 3 Audiences: attitudes, behaviour and decision-making
57(25)
Aims and learning objectives
57(1)
Introduction
58(1)
Information processing
58(6)
Changing attitudes with marketing communications
64(3)
Decision-making
67(2)
Types of consumer decision-making
69(1)
Perceived risk
70(1)
Involvement theory
71(1)
Two approaches to decision-making
72(1)
Impact on communications
73(2)
Organisational buying decision processes
75(4)
Summary
79(1)
Review questions
80(1)
References
80(2)
Minicases
1.1 Because it works!
82(1)
1.2 Unlocking the secrets of the male shopper
83(2)
1.3 Helping Hands
85(3)
Part Two Managing marketing communications
88(128)
Chapter 4 Strategies, objectives and positioning
90(25)
Aims and learning objectives
90(1)
Introduction
91(1)
Understanding strategy
91(1)
Segmentation, targeting and positioning
92(3)
Marketing communications strategy
95(2)
The 3Ps of marketing communications strategy
97(7)
Strategic balance
104(1)
Marketing communication objectives
105(3)
Positioning
108(4)
Summary
112(1)
Review questions
113(1)
References
113(2)
Chapter 5 Integration and planning
115(25)
Aims and learning objectives
115(1)
Introduction
116(1)
What is it that should be integrated?
117(4)
Content and process perspectives of IMC
121(2)
Managing IMC
123(2)
Implementing IMC
125(1)
Planning to achieve sustainable competitive advantage
125(3)
Planning for marketing communications
128(1)
The marketing communications planning framework
129(7)
Summary
136(1)
Review questions
137(1)
References
138(2)
Chapter 6 Branding, budgeting and evaluation
140(24)
Aims and learning objectives
140(1)
Introduction
141(1)
Brand characteristics
142(1)
The role of marketing communications in branding
143(5)
Marketing communications budgets
148(5)
Evaluation
153(6)
Summary
159(2)
Review questions
161(1)
References
161(3)
Chapter 7 Agencies: practice, regulation and international communications
164(23)
Aims and learning objectives
164(1)
Introduction
165(1)
Agency types and structures
166(3)
Selecting an agency
169(1)
Agency operations
170(2)
Agency remuneration
172(1)
Regulating marketing communications
173(4)
International marketing communications
177(3)
International communication strategy
180(4)
Summary
184(1)
Review questions
185(1)
References
185(2)
Chapter 8 Shaping relationships with marketing communications
187(29)
Aims and learning objectives
187(1)
Introduction
188(1)
Development of the relationship marketing concept
189(4)
Trust, commitment and loyalty
193(9)
The role of marketing communications in relationships
202(4)
Employee relationships and marketing communications
206(2)
Organisational culture
208(1)
Internal engagement
208(2)
Client---agency relationships
210(1)
Summary
211(1)
Review questions
212(1)
References
213(3)
Minicases
2.1 `Get on your bike!'
216(1)
2.2 The Thoroughly Delicious Ice Cream Company
217(2)
2.3 Seaport Communications
219(1)
Part Three The marketing communications mix
220(181)
Chapter 9 Advertising
222(27)
Aims and learning objectives
222(1)
Introduction
223(1)
The role of advertising
223(3)
Selling propositions
226(1)
Shock advertising
227(4)
Advertising models and concepts
231(1)
Difficulties with the sequential approach
232(1)
Eclectic models of advertising
233(3)
The strong and weak theories of advertising
236(2)
Cognitive processing
238(2)
Emotion in advertising
240(1)
The elaboration likelihood model
240(4)
Summary
244(2)
Review questions
246(1)
References
246(3)
Chapter 10 Public relations and sponsorship
249(28)
Aims and learning objectives
249(1)
Introduction
250(1)
Characteristics of public relations
250(2)
Who are the audiences?
252(1)
Corporate responsibility
253(2)
A framework of public relations
255(1)
Public relations: methods and techniques
256(1)
Media relations
257(4)
Lobbying
261(1)
Corporate advertising
262(1)
Crisis communications
262(3)
Sponsorship
265(3)
Types of sponsorship
268(3)
The role of sponsorship in the communications mix
271(2)
Summary
273(1)
Review questions
274(1)
References
274(3)
Chapter 11 Direct marketing and personal selling
277(24)
Aims and learning objectives
277(1)
Introduction
278(1)
The role of direct marketing
278(1)
Types of direct brand
279(1)
The growth of direct marketing
280(1)
The role of the database
281(2)
Permissions marketing
283(1)
Direct response media
284(5)
Personal selling
289(6)
Multichannel selling
295(2)
Summary
297(2)
Review questions
299(1)
References
299(2)
Chapter 12 Sales promotion, exhibitions and product placement
301(24)
Aims and learning objectives
301(1)
Introduction
302(1)
Understanding the value of sales promotions
302(3)
The role of sales promotion
305(2)
Sales promotion plans: the objectives
307(1)
The strategic use of sales promotions
308(2)
Sales promotion methods
310(2)
Trade shows and exhibitions
312(5)
Product placement
317(4)
Summary
321(1)
Review questions
322(1)
References
322(3)
Chapter 13 Media: conventional and digital
325(25)
Aims and learning objectives
325(1)
Introduction
326(1)
Evaluative criteria
327(1)
Conventional media
328(8)
Digital media
336(3)
Key differences between conventional and digital media
339(2)
Media planning
341(5)
Scheduling
346(1)
Summary
347(1)
Review questions
348(1)
References
348(2)
Chapter 14 Interactive marketing communications
350(25)
Aims and learning objectives
350(1)
Introduction
351(1)
Search engine marketing
351(6)
Email marketing
357(1)
Short message services (SMS)
358(1)
Apps
358(1)
Widgets
359(1)
Affiliate marketing
359(1)
Augmented reality
360(2)
Word-of-mouth communication
362(1)
Viral marketing
362(2)
Social media
364(1)
Social networks
364(2)
Web logs
366(1)
Microblogging
367(1)
Podcasting
368(1)
RSS
368(1)
Interactive online communities
369(2)
Summary
371(1)
Review questions
372(1)
References
372(3)
Chapter 15 Content: credibility, messages and creative approaches
375(26)
Aims and learning objectives
375(1)
Introduction
376(1)
Message source
376(1)
Establishing credibility
376(6)
User-generated content
382(2)
Message framing
384(2)
Storytelling
386(2)
Message appeal
388(4)
Advertising tactics
392(5)
Summary
397(1)
Review questions
398(1)
References
398(3)
Minicases
3.1 Tapping into a new zeitgeist
401(2)
3.2 EasyPack, EasyComms
403(1)
3.3 ZipZap Channels
404(1)
3.4 Jol Yoghurt
405(2)
Index 407
Chris Fill is the founder and Managing Director of Fillassociates (www.fillassociates.co.uk). The company develops learning materials related to marketing and corporate communications, provides training, evaluation and consultancy for organisations wishing to manage their marketing communications and corporate reputation. Formerly a Principal Lecturer at the University of Portsmouth, Chris is a Visiting Professor at several European Business Schools and a Fellow of The Chartered Institute of Marketing where he is the Senior Examiner responsible for the Professional Postgraduate Diploma module, Managing Corporate Reputation.