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A Reader in Marketing Communications

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A Reader in Marketing Communications

A Reader in Marketing Communications

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

274 pages, parution le 31/08/2005

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

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