Marketing Communications
Principles and Practice
Format:Paperback
Publisher:Cengage Learning EMEA
Published:19th Nov '98
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Marketing Communications provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. Illustrated by numerous case vignettes, the book draws on the opinions, views, expertise and understanding of a large number of authors/contributors, who are recognised experts in their respective domains. Marketing Communications explores an area of exciting diversity and significant growth, especially as the 21st century unfolds. This is a comprehensive book, with excellent coverage of all key functional areas - from advertising to direct marketing, from marketing public relations to the Internet. But it also contains key theoretical chapters - from information processing to elaboration likelihood, from audience analysis to measuring the success rate.
Preface 1. Introduction and Overview of Marketing Communications 2. The Role and Function of Marketing Communications in Organisations 3. The Evolution of Marketing and Marketing Communications - Principles and Practice 4. Planning the Marketing Communications Process - Managerial Paradigm 5. The Need for Analysis as Part of the Planning and Implementation Process 6. Marketing Communications - Organisational Context 7. The Drive for Integrated Marketing Communications 8. Audience and Environment: Measurement and Media 9. The Communications Process and the Semiotic Boundary 10. CIP/Hem Models of Information Processing 11. The Elaboration Likelihood Model of Persuasive Communication 12. Adoption and Diffusion Processes 13. Environmental Issues in Marketing Communications 14. Marketing Communications Renaissance - A Time for Perfection 15. Marketing Communications Activities 16. Advertising 17. Sales Promotion 18. Direct Marketing 19. Personal Selling - Management and Organisation 20. Marketing Public Relations 21. Sponsorship 22. Internet (International Context) 23. Relationship Marketing 24. The Relationship Among Advertisers, Agencies Media and Target Audiences 25. The Argument for Advertising Agency Remuneration 26. Measuring the Success Rate: Evaluating the Marketing Communications Process and Marcom Programmes 27. Developing a Research Framework: Hints and Guides for Dissertations 28. Role and Function - Principles and Practice Revisited Bibliography Index
ISBN: 9781861521965
Dimensions: 241mm x 187mm x 30mm
Weight: 1044g
512 pages
New edition