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| 005 | 20060710163634 | |
| 008 | 050202s2005 nyua b 000 0 eng | |
| 010 | ▼a 2005002957 | |
| 020 | ▼a 0415356482 (hard cover) | |
| 020 | ▼a 0415356490 (soft cover) | |
| 035 | ▼a (KERIS)REF000010942497 | |
| 040 | ▼a DLC ▼c DLC ▼d DLC ▼d 244002 | |
| 042 | ▼a pcc | |
| 050 | 0 0 | ▼a HF5415.123 ▼b .R43 2005 |
| 082 | 0 0 | ▼a 658.802 ▼2 22 |
| 090 | ▼a 658.802 ▼b R286 | |
| 245 | 0 2 | ▼a A reader in marketing communications / ▼c Philip J. Kitchen ... [et al.]. |
| 260 | ▼a New York : ▼b Routledge , ▼c 2005. | |
| 263 | ▼a 0510 | |
| 300 | ▼a xviii,273p : ▼b Ill ; ▼c 26cm. | |
| 504 | ▼a Includes bibliographical references. | |
| 505 | 0 | ▼a 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. |
| 650 | 0 | ▼a Communication in marketing. |
| 650 | 0 | ▼a Marketing. |
| 650 | 0 | ▼a Advertising. |
| 700 | 1 | ▼a Kitchen, Philip J. |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 세종학술정보원/사회과학실(4층)/ | 청구기호 658.802 R286 | 등록번호 151205708 | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix.
Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area ? the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers.
Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.
Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject.
정보제공 :
목차
About the Editors.Acknowledgements.Introduction and Overview of Marketing Communications. From Advertising to Integrated Marketing Communications. Reading 1. Advertising: What to Say, When. Reading 2. Sales Promotion. Reading 3. From Direct Mail to Direct Response Marketing. Readings 4 and 5. Marketing PR. Reading 6. Sponsorship. Reading 7. Personal Selling. Reading 8.Internet and the World Wide Web. Reading 9. Roots of Relationship. Marketing. Reading 10. Measuring the Success Rate of Marketing Communications. Reading 11. Summary and Conclusion
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