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Author : Terence A. Shimp
Publisher : Unknown
Page : 732 pages
File Size : 42,8 Mb
Release : 1993
Category : Business & Economics
ISBN : 0030767482
Author : SPCK Publishing,Terence A. Shimp
Publisher : Unknown
Page : 682 pages
File Size : 50,7 Mb
Release : 1993
Category : Communication in marketing
ISBN : 0030974895
Author : Terence A. Shimp
Publisher : Unknown
Page : 128 pages
File Size : 47,8 Mb
Release : 1989
Category : Advertising
ISBN : 0030471133
Author : John R. Rossiter,Larry Percy
Publisher : Unknown
Page : 640 pages
File Size : 55,6 Mb
Release : 1998
Category : Advertising
ISBN : 0071155147
This edition of this bestselling advertising and promotion management text contains a wealth of radically new material, although it is still based on the highly-regarded Rossiter and Percy framework. It is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates taking descriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.
Author : Terence A. Shimp
Publisher : Unknown
Page : 491 pages
File Size : 41,9 Mb
Release : 1993-01
Category : Advertising
ISBN : 0030970768
Author : Jerome M. Juska
Publisher : Routledge
Page : 289 pages
File Size : 43,6 Mb
Release : 2021-11-29
Category : Business & Economics
ISBN : 9781000485684
Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.
Author : William G. Nickels
Publisher : Unknown
Page : 554 pages
File Size : 45,5 Mb
Release : 1980
Category : Comminication in marketing
ISBN : UOM:39076006202340
Author : Umut Ayman,Anıl Kemal Kaya
Publisher : BoD – Books on Demand
Page : 208 pages
File Size : 46,7 Mb
Release : 2020-07-08
Category : Business & Economics
ISBN : 9781838802271
This edited Promotion and Marketing Communications book is an original volume that presents a collection of chapters authored by various researchers and edited by marketing communication professionals. To survive in the competitive world, companies feel an urge to achieve a competitive advantage by applying accurate marketing communication tactics. Understanding marketing communication is an essential aspect for any field and any country. Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. This book does not only contribute to the marketing and marketing communication intellectuals but also serves different sector company managerial positions and provides a guideline for people who want to attain a career in this field, giving them a chance to acquire the knowledge regarding consumer behavior, public relations, and digital marketing themes.
Author : Paul Copley
Publisher : Routledge
Page : 447 pages
File Size : 42,7 Mb
Release : 2007-03-30
Category : Business & Economics
ISBN : 9781136380433
Marketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, 'stop points', vignettes, and case studies, and a summary of key points concludes each chapter. Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship.
Author : James F. Engel,Martin R. Warshaw,Thomas C. Kinnear
Publisher : Irwin Professional Publishing
Page : 642 pages
File Size : 50,6 Mb
Release : 1987
Category : Business & Economics
ISBN : MINN:31951P004852971
Author : John R. Rossiter,Larry Percy
Publisher : Unknown
Page : 189 pages
File Size : 53,7 Mb
Release : 1997-03
Category : Electronic
ISBN : 0070539448
This edition of this bestselling advertising and promotion management text contains a wealth of radically new material, although it is still based on the highly-regarded Rossiter and Percy framework. It is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates taking descriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.
Author : Norman A. P. Govoni
Publisher : SAGE
Page : 257 pages
File Size : 43,6 Mb
Release : 2004
Category : Business & Economics
ISBN : 9780761927716
With over 4000 entries, including key terms and concepts covering advertising, sales promotion, public relations, direct marketing, personal selling and e-marketing, this text reflects the changing dynamics of the marketing profession.
Author : Philip J. Kitchen,Patrick de Pelsmacker
Publisher : Psychology Press
Page : 216 pages
File Size : 41,7 Mb
Release : 2004
Category : Business & Economics
ISBN : 0415314208
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. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.
Author : Geraldine Bell,Babek Taheri
Publisher : Goodfellow Publishers Ltd
Page : 238 pages
File Size : 46,9 Mb
Release : 2017-09-30
Category : Business & Economics
ISBN : 9781910158968
Marketing Communications is a must have text that acknowledges the most important task faced by any marketing communications practitioner is to identify and select an optimum promotions mix to help achieve an organisation’s business objectives.
Author : Chris Hackley
Publisher : SAGE
Page : 362 pages
File Size : 46,7 Mb
Release : 2010-02-15
Category : Business & Economics
ISBN : 9781446241226
'Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage' - Ros Masterson, De Montfort University, Leicester, UK 'Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotions' - Leslie de Chernatony Professor of Brand Marketing, Università della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK The eagerly-awaited Second Edition of Advertising and Promotion continues to provide a highly readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context. NEW to this edition: - A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling. - Expanded coverage of contemporary topics, including: integrating e-marketing, Web 2.0, mobile advertising, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation. - A focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result. - A companion website including a full instructors' manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students (www.sagepub.co.uk/hackley) Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating guide to the rapidly evolving advertising environment.