Corporate Globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications across borders. This book answers that need by supplying the knowledge and skills required, from how global integrated marketing communications works to strategic planning and creative execution. It includes discussions on compensation, measuring consumer response, and on the corporate blocks to integration. The authors not only explain the latest marketing communications theories, but also illustrate them with ample examples, vignettes and 5...
Corporate Globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications acro...
Corporate Communications is now in the success of companies and organizations. Raising the Corporate Umbrella is a review of the key issues that are critical to master if your corporate communications and public relations strategy is to be a success. The authors introduce the theoretical framework necessary to analyzing corporate communications strategies, but throughout they draw also on the experiences and opinions of leading practitioners worldwide and provide clear practical guidelines for successful implementation. Cases and examples from internationally recognized companies, such as...
Corporate Communications is now in the success of companies and organizations. Raising the Corporate Umbrella is a review of the key issues that are c...
A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and evaluation, how the component parts of integrated brand marketing are working. This book explores this criteria.
A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and ev...
Marketing has become the dominant connecting mode of expression between business and non-business organisations and customers and consumers. However, there are some misgivings about marketing in the 21st century. This volume addresses the positive and negative elements of marketing and questions 'Is marketing a leviathan in today's societies?'
Marketing has become the dominant connecting mode of expression between business and non-business organisations and customers and consumers. However, ...
This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together.
Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work....
This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketin...
Philip J. Kitchen Kitchen Kitchen Philip J. Kitchen
"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...
"Marketing Communications: A Reader"is an international and multidisciplinary collection that reflects the complex and diverse range of information av...
Don Schultz Charles H. Patti Philip J., Professor Kitchen
This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have...
This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC)...
Metaphors are widely used within marketing literature, yet so far have remained unacknowledged. This book aims to redress that omission. Such widely known topics such as globalization of markets, viral marketing and many others are in fact metaphors; moreover, marketing itself may be a metaphor, underlying many exchanges and relationships.
Metaphors are widely used within marketing literature, yet so far have remained unacknowledged. This book aims to redress that omission. Such widely k...
This text examines the theory behind the principles and practice of public relations. It draws on the opinions, views, expertise and understanding of a range of practitioners and theorists. To tackle the issues involved in the principles of public relations as we approach a new millennia, information is supported by case vignettes, detailed cased studies and end-of-chapter questions.
This text examines the theory behind the principles and practice of public relations. It draws on the opinions, views, expertise and understanding of ...
This book compares and contrasts how different firms approach marketing within the same country. It concerns issues revolving around marketing as a form of rhetoric and marketing as a living reality for firms who practice it and contains cutting edge thinking from expert commentators on the marketing scene worldwide. It uses 16 case study examples of marketing practice in eight countries and shows whether marketing allegiance is openly proclaimed but in practice merely a rhetorical device or whether it is deeply embedded in organizational culture.
This book compares and contrasts how different firms approach marketing within the same country. It concerns issues revolving around marketing as a fo...