A Reader in Marketing Communications

ISBN-13: 9780415356497 / Angielski / Miękka / 2005 / 296 str.

Professor Philip J. Kitchen; Kitchen Kitchen; Professor Philip J. Kitchen

Opis

"Marketing Communications: A Reader"is an international and multidisciplinary collection that reflects the complex and diverse range of information available on marketing communications today.
Features include:
* Editors' analysis and commentary
* Case studies
* Discussion questions
* Each chapter is dedicated to a key element of the promotional mix
The editors provide pathways of understanding to enable readers to develop their knowledge and comprehension of the various tools, concepts and practice of marketing communications.
Engaging and illuminating, the editors have created a wonderful resource that spans this complex and important subject offering a thoughtful analysis and explanation that will prove invaluable to anybody with an interest in marketing communications.

Spis treści

About the Editors.  Acknowledgements.  Introduction and Overview of Marketing Communications.   From Advertising to Integrated Marketing Communications.  Reading 1. Advertising: What to Say, When.  Reading 2.  Sales Promotion. Reading 3.  From Direct Mail to Direct Response Marketing.  Readings 4 and 5.  Marketing PR.  Reading 6. Sponsorship.  Reading 7.  Personal Selling.  Reading 8.  Internet and the World Wide Web.  Reading 9.  Roots of Relationship. Marketing.  Reading 10.  Measuring the Success Rate of Marketing Communications.  Reading 11.  Summary and Conclusion

O autorze

Philip Kitchen (Edited by) , Patrick de Pelsmacker (Edited by) , Lynne Eagle (Edited by) , Don E. Schultz (Edited by)