An edition of A reader in marketing communications
(2005)
A reader in marketing communications
by Philip J. Kitchen
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Subjects
Marketing, Communication in marketing, Advertising| Edition | Availability |
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A READER IN MARKETING COMMUNICATIONSr
January 13, 2006, Routledge
in English
0415356490 9780415356497
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Book Details
Table of Contents
Introduction and overview of marketing communications
From advertising to integrated marketing communications
Reading: ?conceptualising the integrated marketing communications phenomenon: an
Examination of its impact on advertising practices and its implications for advertising research? / by Glen L. Nowak and Joseph Phelps
Advertising: what to say, when
Reading: ?what to say when: advertising appeals in evolving markets? / by Rajesh K. Chandy, Gerald J. Tellis, Deborah J. McInnis, and Pattana Thaivanich
Sales promotion
Reading: ?pursuing the value conscious consumer: store brands versus national brand
Promotions? / by Kusum L. Alawadi, Scott A. Nelsin, and Karen Gedenk
From direct mail to direct response marketing
Readings: 1 & 2. ?the great marketing turnaround? part 1 and part 2 special
Reports concerning Stan Rapp and Tom Collins book on direct marketing
Marketing pr
Reading: ?marketing public relations: conceptual legitimacy or window dressing?? / by Philip J. Kitchen and Ioanna Papalomou
Sponsorship
Reading: ?maximising the marketing potential of sponsorship for global brands? / by Julie Verity
Personal selling
Reading: ?transformation of the traditional salesforce: imperatives for intelligence
Interface, and integration? / by Nigel F. Piercy and Nikala Lane
Internet and the World Wide Web
Reading: ?the impact of content and design elements on banner advertising click through rates / by Ritu Lohtia, Naveen Donthu, and Edmund K. Hershberger
Roots of relationship marketing
Reading: ?quo vadis, marketing? toward a relationship marketing paradigm? / by Christian Groonroos
Measuring the success rate of marketing communications
Reading: ?market-based assets and shareholder value: a framework for analysis? / by Rajendra J. Srivastava, Tasadduq A. Shervani, and Liam Fahey
Summary and conclusion.
Edition Notes
Includes bibliographical references.
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| March 11, 2019 | Created by MARC Bot | import existing book |