A Reader in Marketing Communications

by Kitchen; Philip J.

• ISBN13: 9780415356497
• ISBN10: 0415356490
• Edition: 1st
• Format: Nonspecific Binding
• Copyright: 2006-01-13
• Publisher: Routledge

Summary

Marketing Communications: A Readeris an international and multidisciplinary collection that reflects the complex and diverse range of information available on marketing communications today. Features include: * Editors' analysis and commentary * Case studies * Discussion questions * Each chapter is dedicated to a key element of the promotional mix The editors provide pathways of understanding to enable readers to develop their knowledge and comprehension of the various tools, concepts and practice of marketing communications. Engaging and illuminating, the editors have created a wonderful resource that spans this complex and important subject offering a thoughtful analysis and explanation that will prove invaluable to anybody with an interest in marketing communications.

Table of Contents

List of illustrations	p. ix
List of tables	p. xi
About the editors	p. xiii
Acknowledgments	p. xvii
Marketing Communications	p. 1
From Advertising to Integrated Marketing Communications	p. 10
Reading 'Conceptualizing the Integrated Marketing Communications Phenomenon: an Examination of its Impact on Advertising Practices and its Implications for Advertising Research' by Glen J. Nowak and Joseph Phelps	p. 12
Advertising: What to Say, When	p. 41
Reading 'What to Say When: Advertising Appeals in Evolving Markets' by Rajesh K. Chandy, Gerard J. Tellis, Deborah J. MacInnis and Pattana Thaivanich	p. 42
Sales Promotion	p. 78
Reading 'Pursuing the Value-conscious Consumer: Store Brands versus National Brand Promotions' by Kusum L. Ailawadi, Scott A. Neslin and Karen Gedenk	p. 79
From Direct Mail to Direct Response Marketing	p. 116
Readings 'The Great Marketing Turnaround' 1-2 from 'Direct Marketing by Stan Rapp and Tom Collins	p. 118
Marketing Public Relations	p. 133
Reading 'Marketing Public Relations: Conceptual Legitimacy or Window Dressing?' by Philip J. Kitchen and Ioanna C. Papasolomou	p. 135
Sponsorship	p. 157
Reading 'Maximising the Marketing Potential of Sponsorship for Global Brands' by Julie Verity	p. 158
Personal Selling	p. 178
Reading 'Transformation of the Traditional Salesforce: Imperatives for Intelligence, Interface and Integration' by Nigel F. Piercy and Nikala Lane	p. 179
The Internet and the World Wide Web	p. 199
Reading 'The Impact of Content and Design Elements on Banner Advertising Click-through Rates' by Ritu Lohtia, Naveen Donthu and Edmund K. Hershberger	p. 201
The Roots of Relationship Marketing	p. 215
Reading 'Quo vadis, Marketing? Toward a Relationship Marketing Paradigm' by Christian Gronroos and Michael J. Baker	p. 217
Marketing Metrics: From Tactical to Strategic Measures	p. 236
Reading 'Market-based Assets and Shareholder Value: a Framework for Analysis' by Rajendra K. Srivastava, Tasadduq A. Shervani and Liam Fahey	p. 239
Conclusion	p. 272
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