A Reader In Marketing Communications

by Kitchen; Philip J.

• ISBN13: 9780415356480
• ISBN10: 0415356482
• eBook ISBN(s): 9781000143263
• Format: Hardcover
• 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	ix
List of tables	xi
About the editors	xiii
Acknowledgements	xvii
Marketing Communications	1	(9)
Philip J. Kitchen
From Advertising to Integrated Marketing Communications	10	(31)
Don E. Schultz
Reading `Conceptualizing the Integrated Marketing Communications Phenomenon: an Examination of its Impact on Advertising Practices and its Implications for Advertising Research'	12	(29)
Glen J. Nowak
Joseph Phelps
Advertising: What to Say, When	41	(37)
Patrick de Pelsmacker
Reading `What to Say When: Advertising Appeals in Evolving Markets'	42	(36)
Rajesh K. Chandy
Gerard J. Tellis
Deborah J. Maclnnis
Pattana Thaivanich
Sales Promotion	78	(38)
Patrick de Pelsmacker
Reading `Pursuing the Value-conscious Consumer: Store Brands versus National Brand Promotions'	79	(37)
Kusum L. Ailawadi
Scott A. Neslin
Karen Gedenk
From Direct Mail to Direct Response Marketing	116	(17)
Don E. Schultz
Readings `The Great Marketing Turnaround' 1--2 from Direct Marketing	118	(15)
Stan Rapp
Tom Collins
Marketing Public Relations	133	(24)
Philip J. Kitchen
Reading `Marketing Public Relations: Conceptual Legitimacy or Window Dressing?'	135	(22)
Philip J. Kitchen
Ioanna C. Papasolomou
Sponsorship	157	(21)
Lynne Eagle
Reading `Maximising the Marketing Potential of Sponsorship for Global Brands'	158	(20)
Julie Verity
Personal Selling	178	(21)
Lynne Eagle
Reading `Transformation of the Traditional Salesforce: Imperatives for Intelligence, Interface and Integration'	179	(20)
Nigel F. Piercy
Nikala Lane
The Internet and the World Wide Web	199	(16)
Patrick de Pelsmacker
Reading `The Impact of Content and Design Elements on Banner Advertising Click-through Rates'	201	(14)
Ritu Lohtia
Naveen Donthu
Edmund K. Hershberger
The Roots of Relationship Marketing	215	(21)
Don E. Schultz
Reading `Quo vadis, Marketing? Toward a Relationship Marketing Paradigm'	217	(19)
Christian Gronroos
Michael J. Baker
Marketing Metrics: From Tactical to Strategic Measures	236	(36)
Don E. Schultz
Reading `Market-based Assets and Shareholder Value: a Framework for Analysis'	239	(33)
Rajendra K. Srivastava
Tasadduq A. Shervani
Liam Fahey
Conclusion	272
Philip J. Kitchen