Marketing Communications Classics : An International Collection of Classic and Contemporary Papers

by Fitzgerald, Maureen; Arnott, David

• ISBN13: 9781861525079
• ISBN10: 1861525079
• Edition: 1st
• Format: Paperback
• Copyright: 1999-09-30
• Publisher: Cengage Learning EMEA

Summary

Marketing Communications Classics brings together, for the first time, a selection of classic and contemporary articles into a single user-friendly volume. With contributions from a range of experts this text includes many of the most important and influential articles in the field of marketing communications.

Table of Contents

List of Contributors	xi
Acknowledgements	xv
Foreword	xvii
Terry Shimp
Introduction	xix
Section 1 Towards Integrated Marketing Communications	1	(72)
Introduction	1	(2)
Client perceptions of integrated communications	3	(12)
Duncan, T.R.
Everett, S.E.
Integrated marketing communications in U.S. advertising agencies: an exploratory study	15	(14)
Schultz, D.
Kitchen, P.J.
Understanding demographic effects on marketing communications in services	29	(28)
FitzGerald, M.
and Arnott, D.C.
A framework for marketing image management	42
Barich, H.
Kotler, P.
Global corporate visual identity systems: standardization, control and benefits	57	(16)
Melewar, T.C.
Saunders, J.
Section 2 Advertising - Creativity and Effectiveness	73	(86)
Introduction	73	(2)
How advertising works: a planning model revisited	75	(9)
Vaughn, R.
A better advertising planning grid	84	(14)
Rossiter, J.R.
Percy, L.
Donovan, R.J.
A review and critique of the hierarchy of effects in advertising	98	(14)
Barry, T.E.
Howard, D.J.
A model for predictive measurements of advertising effectiveness	112	(5)
Lavidge, R.J.
Steiner, G.A.
Getting the most out of advertising and promotion	117	(9)
Abraham, M.
Lodish, L.
Measuring the impact of advertising	126	(7)
Stone, R.
Duffy, M.
International advertising campaigns: the example of the European food and beverage sector	133	(17)
Appelbaum, U.
Halliburton, C.
Impact on purchase intent of sex-role identity and product positioning	150	(9)
Jaffe, L.J.
Berger, P.D.
Section 3 Advertising - Media Channel Management	159	(34)
Introduction	159	(2)
The advertising agency selection process	161	(10)
Marshall, R.
Na, W.B.
Establishing the causes of disaffection in agency-client relations	171	(10)
Michell, P.C.N.
Cataquet, H.
Hague, S.
Modeling linkage-advertising: going beyond better media comparisons	181	(12)
Woodside, A.G.
Section 4 Direct Marketing	193	(66)
Introduction	193	(2)
Database marketing: past, present and future	195	(23)
Petrison, L.A.
Blattberg, R.C.
Wang, P.
Database marketing: a channel, a medium, or a strategic approach?	218	(11)
Fletcher, K.
Wheeler, C.
Wright, J.
Issues in customer information management	229	(30)
Fletcher, K.
Peters, L.
The role of organizational factors in the adoption and sophistication of database marketing in the UK financial services industry	244
Fletcher, K.
Wright, G.
Desai, C.
Section 5 Electronic Media	259	(90)
Introduction	259	(2)
Marketing in hypermedia computer-mediated environments: conceptual foundations	261	(30)
Hoffman, D.
Novak, T.P.
Marketing to the digital consumer	291	(16)
Kierzkowski, A.
McQuade, S.
Waitman, R.
Zeisser, M.
Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces	307	(27)
Alba, J.
Lynch, J.
Weitz, B.
Janiszewski, C.
Lutz, R.
Sawyer, A.
Wood, S.
Interactive media face artificial consumers and marketing theory must re-think	334	(15)
Gatarski, R.
Lundkvist, A.
Section 6 Public Relations, Publicity and Crisis Management	349	(84)
Introduction	349	(2)
Marketing and public relations - Should they be partners or rivals?	351	(12)
Kotler, P.
Mindak, W.
Public relations: a rationale for its development and usage within UK fast-moving consumer goods firms	363	(21)
Kitchen, P.J.
Competition, strategy, technology and people: the challenges facing PR	384	(11)
Dibb, S.
Simkin, L.
Vancini, A.
Consumer and non-consumer stakeholder orientation in U.K. companies	395	(16)
Greenley, G.E.
Foxall, G.R.
Consumer reaction to company-related disasters: the effect of multiple versus single explanations, in: C.T. Allen and D. Roedder John (editors)	411	(9)
Jorgensen, B.K.
The role of sponsorship in the marketing communications mix	420	(13)
Meenaghan, T.
Section 7 Sales Promotion	433	(48)
Introduction	433	(2)
The double jeopardy of sales promotions	435	(11)
Jones, J.P.
Sales promotions: practice, regulation and self-regulation around the world	446	(10)
Boddewyn, J.J.
Leardi, M.
Sales promotion - playing to win?	456	(14)
Peattie, K.
Peattie, S.
The effects of a direct mail coupon on brand choice behavior	470	(11)
Bawa, K.
Shoemaker, R.W.
Section 8 Personal Selling	481	(34)
Introduction	481	(2)
New selling methods are changing industrial sales management	483	(8)
Cardozo, R.
Shipp, S.
Why salespeople fail	491	(8)
Ingram, T.N.
Schwepker, C.H., Jr
Hutson, D.
A framework for personal selling to organizations	499	(9)
Plank, R.E.
Dempsey, W.A.
Should you increase sales promotion or add salespeople?	508	(7)
Powers, T.L.
Index	515