| |
Reviews: "This is the single most comprehensive marketing communications text ... essential reading for anyone moving up the marketing ladder."
Prof Merlin Stone, IBM Professor of Relationship Marketing, Bristol Business School, UWE
"I recommend this book whether for a student getting to grips with the subject or a practitioner seeking to maximize ROI from the promotional budget."
Jorian Murray, Managing Director, DDB London
Description: Marketing Communications explores all aspects of marketing communications, including:
¢ social media ¢ PR ¢ direct selling
¢ advertising ¢ sponsorship ¢ websites
The fifth edition of this best-selling text has been significantly updated to include the new communication tools now available to marketing professionals. Heralding the emergence of social media as a "marketing revolution", this book integrates offline tools with online tools and, of course, social media. This book opens up new opportunities for marketers to raise their game, and, ultimately, deliver better results.
Marketing Communications covers every aspect of marketing communications in a unique, challenging, and often entertaining, style. This European text has been referred to by the Chartered Institute of Marketing as a "marketing major" alongside the world`s best American authors. With a plethora of examples and new case studies, as well as online support material for lecturers and students, this essential textbook will guide you through everything you need to know about the changing face of marketing.
Contents: PART ONE “ Communications Background and Theories ¢ New marketing communications ¢ The revolution has started ¢ Marketing utopia has arrived ¢ The ladder of engagement ¢ The race is on ¢ References and further reading ¢ Further information ¢ Branding ¢ Introduction to branding ¢ Brand components ¢ The branding process ¢ Brand summary and the challenges ahead ¢ Conclusion ¢ References and further reading ¢ Customer relationship management ¢ Introduction to CRM ¢ CRM components required ¢ CRM creation and maintenance ¢ CRM summary and challenges ¢ References and further reading ¢ Further information ¢ Customer psychology and buyer behavior ¢ Introduction to understanding customer buying behavior ¢ Models of buyer behaviour ¢ The intervening psychological variables ¢ Summary and conclusion ¢ Appendix - Hofacker`s online information processing ¢ Appendix - The post-PC customer ¢ References and further reading ¢ Further information ¢ Customer communications theory ¢ Introduction to communications theory ¢ Communications models ¢ Future communications models ¢ References and further reading ¢ Further information ¢ Marketing communications research ¢ Introduction to market research ¢ Types of research ¢ The market research process ¢ In conclusion ¢ References and further reading ¢ Further information ¢ Media buying and planning ¢ Introduction - the challenge of the media mix ¢ Which medium? ¢ Which media and which vehicle? ¢ Summary ¢ References and further reading ¢ Further information ¢ Marketing communications agencies ¢ Agency types ¢ Agency structure ¢ Agency remuneration ¢ Agency relationships - selection and retention ¢ References and further reading ¢ Further information ¢ International marketing communications ¢ The globalization of markets ¢ International difficulties ¢ International mistakes ¢ Strategic global options ¢ In conclusion ¢ References and further reading ¢ The marketing communications plan ¢ Outline marketing communications plan: the SOSTACa® planning system Situation analysis ¢ Objectives ¢ Strategy ¢ Tactics ¢ Action ¢ Control ¢ References and further reading Further information ¢ The changing communications environment ¢ Introduction ¢ Politics (regulations and laws) Economics ¢ Social change ¢ Technology ¢ Summary ¢ References and further reading Further information ¢ PART TWO “ Communications Tools ¢ Selling, sales management and key account management ¢ Introduction ¢ Managing the sales force ¢ Extending the sales force ¢ Advantages and disadvantages Summary ¢ References and further reading Further information ¢ Advertising online and offline ¢ Introduction ¢ New advertising ¢ Managing an advertising campaign ¢ Case study - T-Mobile ¢ Case study - HEA drug education Advantages and disadvantages ¢ References and further reading ¢ Further information ¢ Publicity and public relations - online and offline ¢ Introduction ¢ New and old PR tools ¢ Advantages and disadvantages of PR ¢ Case study - Virgin Mobile`s new tariff ¢ Case study - Meet the Stars in a Muzu.TV intimate environment ¢ Advantages and disadvantages summary ¢ References and further reading ¢ Further information ¢ Sponsorship “ online and offline ¢ Introduction ¢ New and old sponsorship tools ¢ Managing a sponsorship programme Advantages and disadvantages of sponsorship Case study - TSB`s Roy of the Rovers Advantages and disadvantages summary References and further reading ¢ Further information ¢ Sales promotions “ online and offline ¢ Introduction ¢ New sales promotions Managing a sales promotion ¢ Case study - The V&A digital art promotion Case study - Rap anti-knife campaign ¢ Case study - Muzu.TV film soundtrack promotion Advantages and disadvantages ¢ References and further reading ¢ Further information ¢ Direct mail “ online and offline ¢ Introduction to direct mail (and e-mail) Opt-in e-mail and mobile messaging Managing a direct mail campaign ¢ Case study - Acronis automated marketing campaign Advantages and disadvantages ¢ References and further reading ¢ Further information ¢ Exhibitions “ online and offline ¢ Introduction Managing exhibitions ¢ 12 reasons for poor performance ¢ Case study - Sedgwick at RIMS Monte Carlo Advantages and disadvantages ¢ References and further reading ¢ Further information ¢ Merchandising and point of sale ¢ Introduction Merchandising tools Retail strategies ¢ Measuring merchandising effectiveness Case study - Thomson Tours Advantages and disadvantages References and further reading ¢ Further information ¢ Packaging ¢ Introduction ¢ The designer`s tools ¢ The packaging design process ¢ Case study - Brand range development in India Advantages and disadvantages ¢ References and further reading ¢ Further information ¢ Websites and Social media ¢ Successful websites ¢ Case study - Times Online microsite - Brian Clough, The Damned United ¢ Case study - American Greetings e-cards - the LiveBall system Successful social media ¢ Case study - Using social media (and UGC movies) to help 11-to-15-year-olds to stop smoking ¢ Case study - Minime - a new social networking app to reduce cancer from sun bed abuse ¢ Advantages and disadvantages ¢ Conclusion ¢ References and further reading ¢ Further information
About the Authors: PR Smith is a marketing consultant, best-selling business author and inspirational speaker. Paul has helped hundreds of businesses, including innovative start-ups and established blue chip companies to boost their results with better marketing. He is also the author of Strategic Marketing Communications and Great Answers to Tough Marketing Questions (both published by Kogan Page), and www.GreatMomentsOfSportsmanship.com, his personal social media campaign.
Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in the creative industries. He has worked with ballet, film and music, working with sponsors such as Sainsbury`s and The Prince`s Trust. He helps creative businesses to fulfil both their missions and their business goals, and he has written on media and digital marketing for Cambridge Marketing College.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749461935
|
| |
Pages : 504
|