A Reader in Marketing Communications

Philip J. Kitchen, Patrick De Pelsmacker, Lynne Eagle, Don E. Schultz

274 pages, parution le 31/08/2005

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Résumé

A Reader in Marketing Communications is an international and multidisciplinary collection of papers and commentary 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.

L'auteur - Philip J. Kitchen

Philip J. Kitchen holds the Chair in Strategic Marketing at Hull University Business School, UK.

L'auteur - Patrick De Pelsmacker

Patrick de Pelsmacker is Professor of Marketing at the University of Antwerp Management School, Belgium.

L'auteur - Lynne Eagle

Lynne Eagle is Professor of Marketing at Middlesex University.

L'auteur - Don E. Schultz

Don E. Schultz is Professor Emeritus-in-Service of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, USA.

Sommaire

List of Illustrations
List of Tables
About the Editors
Acknowledgments
Marketing Communications
From Advertising to Integrated Marketing Communications
Advertising: What to Say, When
Sales Promotion
From Direct Mail to Direct Response Marketing
Marketing Public Relations
Sponsorship
Personal Selling
The Internet and the World Wide Web
The Roots of Relationship Marketing
Marketing Metrics: From Tactical to Strategic Measures
Conclusion

Voir tout

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Routledge
Auteur(s)	Philip J. Kitchen, Patrick De Pelsmacker, Lynne Eagle, Don E. Schultz
Parution	31/08/2005
Nb. de pages	274
Format	17,5 x 24,5
Couverture	Broché
Poids	525g
Intérieur	Noir et Blanc
EAN13	9780415356497
ISBN13	978-0-415-35649-7