Modern Marketing Communications

Author : Frank Jefkins
Publisher : Springer Science & Business Media
Page : 241 pages
File Size : 53,9 Mb
Release : 2012-12-06
Category : Business & Economics
ISBN : 9789401168687

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Modern Marketing Communications by Frank Jefkins Pdf

Marketing communications is a subject which has become popular in both marketing and public relations circles, but sometimes with different parameters. There are those who prefer to confine marketing communications to promotional activities, which is mostly an academic point of view, and there are those who see the subject in broader terms, embracing every form of communication used in marketing, which is how the subject is practised in the business world. While the author has long experience as a teacher and examiner, he also continues to be a professional practitioner. Consequently, the book aims to serve those concerned with both the academic and the professional in terpreta tions of marketing comm unica tions. I t is of course hoped that those who adopt the academic approach to the subject will eventually acknowledge that there is more to marketing communi cations than advertising, sales promotion, selling, marketing research and public relations. It is also necessary to realise that public relations embraces much more than the 'publicity' in the 4Ps promotion box. Without wishing to be contentious, this broad approach is proposed so that communications of all kinds throughout the marketing strategy can have maximum effect. Very little has been published on this subject, and the book is therefore a pioneer attempt to establish the practical parameters of modern marketing communications. There are so many broad and narrow interpretations of marketing communications, but it is hoped that this book will be useful to teachers, students and practitioners of the subject.

Author : Ogechi Adeola,Robert E. Hinson,A M Sakkthivel
Publisher : Springer Nature
Page : 322 pages
File Size : 43,5 Mb
Release : 2022-05-04
Category : Business & Economics
ISBN : 9783030886783

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Marketing Communications and Brand Development in Emerging Economies Volume I by Ogechi Adeola,Robert E. Hinson,A M Sakkthivel Pdf

Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.

Author : Dean M. Krugman
Publisher : Unknown
Page : 662 pages
File Size : 52,6 Mb
Release : 1994
Category : Business & Economics
ISBN : IND:30000044765828

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Advertising by Dean M. Krugman Pdf

Author : Scott McCabe
Publisher : Routledge
Page : 322 pages
File Size : 53,8 Mb
Release : 2010-08-31
Category : Business & Economics
ISBN : 9781136437410

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Marketing Communications in Tourism and Hospitality by Scott McCabe Pdf

The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies. How can marketing communication strategies meet the changing and challenging demands of modern consumers, and maintain a company’s competitive edge? Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically for the tourism and hospitality industry. Using contemporary case studies such as South African Tourism, Travelocity and Virgin Trains, it explains and critiques the practice and theory in relation to this industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a management context. This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource for marketing practitioners in this growing area.

Author : Mark Bartholomew
Publisher : Stanford University Press
Page : 248 pages
File Size : 49,8 Mb
Release : 2017-05-23
Category : Law
ISBN : 9781503602182

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Adcreep by Mark Bartholomew Pdf

Advertising is everywhere. By some estimates, the average American is exposed to over 3,000 advertisements each day. Whether we realize it or not, "adcreep"—modern marketing's march to create a world where advertising can be expected anywhere and anytime—has come, transforming not just our purchasing decisions, but our relationships, our sense of self, and the way we navigate all spaces, public and private. Adcreep journeys through the curious and sometimes troubling world of modern advertising. Mark Bartholomew exposes an array of marketing techniques that might seem like the stuff of science fiction: neuromarketing, biometric scans, automated online spies, and facial recognition technology, all enlisted to study and stimulate consumer desire. This marriage of advertising and technology has consequences. Businesses wield rich and portable records of consumer preference, delivering advertising tailored to your own idiosyncratic thought processes. They mask their role by using social media to mobilize others, from celebrities to your own relatives, to convey their messages. Guerrilla marketers turn every space into a potential site for a commercial come-on or clandestine market research. Advertisers now know you on a deeper, more intimate level, dramatically tilting the historical balance of power between advertiser and audience. In this world of ubiquitous commercial appeals, consumers and policymakers are numbed to advertising's growing presence. Drawing on a variety of sources, including psychological experiments, marketing texts, communications theory, and historical examples, Bartholomew reveals the consequences of life in a world of non-stop selling. Adcreep mounts a damning critique of the modern American legal system's failure to stem the flow of invasive advertising into our homes, parks, schools, and digital lives.

Author : Micael Dahlen,Fredrik Lange,Terry Smith
Publisher : John Wiley & Sons
Page : 613 pages
File Size : 50,7 Mb
Release : 2009-12-21
Category : Business & Economics
ISBN : 9780470319925

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Marketing Communications by Micael Dahlen,Fredrik Lange,Terry Smith Pdf

Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***

Author : Frank William Jefkins
Publisher : Unknown
Page : 128 pages
File Size : 47,9 Mb
Release : 1992
Category : Electronic
ISBN : OCLC:802664019

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Modern Marketing by Frank William Jefkins Pdf

Author : Harry Beckwith
Publisher : Grand Central Publishing
Page : 157 pages
File Size : 43,7 Mb
Release : 1999-06-14
Category : Business & Economics
ISBN : 9780446930031

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Selling the Invisible by Harry Beckwith Pdf

SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as: Greatness May Get You Nowhere Focus Groups Don'ts The More You Say, the Less People Hear & Seeing the Forest Around the Falling Trees.

Author : Allan J. Kimmel
Publisher : OUP Oxford
Page : 321 pages
File Size : 40,5 Mb
Release : 2005
Category : Business & Economics
ISBN : 9780199276950

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Marketing Communication by Allan J. Kimmel Pdf

Divided into three parts, this book provides cutting edge perspectives from both academics and practitioners on the analysis of developments in all areas of marketing communication.

Author : Richard Varey
Publisher : Routledge
Page : 418 pages
File Size : 49,7 Mb
Release : 2002-09-11
Category : Business & Economics
ISBN : 9781134581597

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Marketing Communication by Richard Varey Pdf

Providing a fresh and innovative framework for the management of marketing communication processes, this textbook uses references to communication studies, cultural studies and critical management studies to shift the focus from message-making to relationship-building. Providing a contemporary examination of marketing as a social process, author Varey focuses on a planned, integrated marketing communication programme. He combines a managerial perspective with current communication and marketing theory, to develop a contemporary set of principles, incorporating such recent developments as e-communication and new media. It investigates the issues of: organizing and locating marketing in a business corporation management responsibility for planning and decision making the role of the marketing communication manager in contemporary society. With a good balance of theory and practice and UK and European case studies, this noteworthy book covers a range of issues of significance to both the public and private sectors, and large, medium and small businesses.

Author : Philip J. Kitchen,Marwa E. Tourky
Publisher : Springer Nature
Page : 379 pages
File Size : 41,9 Mb
Release : 2022-01-03
Category : Business & Economics
ISBN : 9783030764166

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Integrated Marketing Communications by Philip J. Kitchen,Marwa E. Tourky Pdf

Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.

Author : Frederick E. Webster
Publisher : Unknown
Page : 786 pages
File Size : 55,6 Mb
Release : 1971
Category : Business & Economics
ISBN : UVA:X001444554

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Marketing Communication by Frederick E. Webster Pdf

Author : Thomas Anning-Dorson,Robert E. Hinson,Henry Boateng,Albert Anani-Bossman,Ayça Can Kirgiz,Meenakshi Gujral
Publisher : Springer Nature
Page : 318 pages
File Size : 44,8 Mb
Release : 2021-10-28
Category : Business & Economics
ISBN : 9783030813291

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Marketing Communications in Emerging Economies, Volume I by Thomas Anning-Dorson,Robert E. Hinson,Henry Boateng,Albert Anani-Bossman,Ayça Can Kirgiz,Meenakshi Gujral Pdf

The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.

Author : Amaury Capdeville Chapuzet,Suryaning Bawono
Publisher : BookRix
Page : 222 pages
File Size : 40,7 Mb
Release : 2021-07-03
Category : Business & Economics
ISBN : 9783748787228

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New Way Modern Marketing by Amaury Capdeville Chapuzet,Suryaning Bawono Pdf

This book discusses strategy and understanding of marketing, marketing communications, and digital marketing. In understanding marketing in today's digital era, it is only natural that the marketing of a business can utilize the internet as a marketing medium. Not only promotional media but marketing as a whole, including maintaining and caring for consumer loyalty. So this book discusses 3 things about the substance of marketing in the digital era, namely: Marketing Digital Marketing Marketing Communication This book teaches how to understand marketing in a true sense not just to increase sales but how to develop loyalty and build a massive and widespread positioning of a product or business using the internet. We hope that this book will provide readers with practical knowledge to develop more effective business marketing and increase competitiveness in today's digital era.

Author : Ze Zook,PR Smith
Publisher : Kogan Page Publishers
Page : 600 pages
File Size : 54,8 Mb
Release : 2016-02-03
Category : Business & Economics
ISBN : 9780749473419

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Marketing Communications by Ze Zook,PR Smith Pdf

Marketing Communications provides a comprehensive overview of every aspect of marketing communications, from social media, advertising, PR and sponsorship to direct selling and merchandizing. It presents modern marketing communications theories and tools in an accessible way so readers can fully understand the landscape and achieve better results. With a plethora of examples and case studies, as well as online support material for lecturers and students, this essential textbook will guide students and practitioners through everything they need to know about the changing face of marketing. This fully updated 6th edition of Marketing Communications features more of the underpinning theory whilst building on its impressive reputation as a leading practical textbook on the subject. Case studies and anecdotes from companies such as Campbell's Soup, Spotify, Paypal, Kraft and Nike focus on recent digital developments to bring the latest marketing tools to life. With a particular emphasis on analytics, engagement and integration, it addresses the integrated offline and online with social media approach to reflect the current state of play for marketing communications experts. This edition is also supported by a wealth of online resources, including lecture slides for every chapter and self-tests for students.