Marketing Communications

by Pelsmacker, Patrick De; Geuens, Maggie; Bergh, Joeri Van Den

• ISBN13: 9780273638711
• ISBN10: 0273638718
• Format: Paperback
• Copyright: 2000-02-01
• Publisher: Ft Pr

Summary

Marketing Communication is not only one of the most visible and widely discussed instruments of the marketing mix, with an overwhelming impact on both society and business, it is also one of the most fascinating. This textbook offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context Separate chapters cover all elements of the marketing mix, including public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the internet. Full attention is given to the role of these elements within the marketing communications plan ensuring that students now which tools to employ at what point. In addition Marketing Communications is extremely user-friendly, including a wealth of examples, mini-cases, chapter summaries, review questions and suggested further reading.

Table of Contents

Marketing Management, the Marketing Environment, and Marketing Communications

Strategic marketing management and the communication mix

Environmental, regulatory and ethical issues

How Communication Works

Consumer behaviour and marketing communications

How marketing communication persuades customers

The Marketing Communications Plan

Communication objectives

Target groups

Communication research: preparation, evaluation and control

Communication budget

Communication tools in perspective

Communication Tools in Focus

Advertising

Advertising media and media selection

Sponsorship

Sales promotions

Publicity and public relations

Direct marketing

Point-of-purchase communication

Exhibitions and trade fairs

Personal selling

Special Topics in Marketing Communications

Interactive media and marketing communications

Corporate communications

Integrated communications

Services communications

Business-to-business communications

International communications

Communicating with special target groups

Table of Contents provided by Publisher. All Rights Reserved.