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Marketing Communications
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eBay-Artikelnr.:392867054402
Artikelmerkmale
- Artikelzustand
- PublishedOn
- 2018-08-25
- Title
- Marketing Communications: Objectives, Strategy, Tactics
- Artist
- Not Specified
- ISBN
- 9781526438652
Über dieses Produkt
Product Identifiers
Publisher
SAGE Publications, The Limited
ISBN-10
1526438658
ISBN-13
9781526438652
eBay Product ID (ePID)
8038415530
Product Key Features
Number of Pages
584 Pages
Publication Name
Marketing Communications : Objectives, Strategy, Tactics
Language
English
Publication Year
2018
Subject
Marketing / General, General
Type
Not Available
Subject Area
Reference, Business & Economics
Format
Book, Other
Dimensions
Item Height
1.2 in
Item Weight
39 Oz
Item Length
9.7 in
Item Width
7.5 in
Additional Product Features
LCCN
2018-932209
Dewey Edition
23
Reviews
I was already a big fan of the seminal Rossiter & Percy textbook. I read the first edition as a student and became fascinated by advertising. Later, I used the second edition in my classes. Unsurprisingly, the new Rossiter, Percy, & Bergkvist book is an excellent textbook: clearly structured, based on a sound theoretical approach, and highly relevant for marketing practice. This symbioses of theory and practice provides students with a perfect knowledge base for their later job in marketing management., This book, influenced by seasoned ad industry authorities, contains all you need to know about creating and managing a communication effort from brand positioning to and campaign objectives to campaign management. All students of communication in a tough environment should have this book on their shelf., I grew up with this book. And as the authors continue to refine and update it, Marketing Communications represents one of the truly great insights into advertising, marketing and consumers., Rossiter, Percy, and Bergkvist's Marketing Communications is a delightful guide full of essential concepts and theories for our students who are keen to learn modern "marcoms". The authors take readers a delightful journey into a magical world of branding and communication., This book represents a successful, meaningful synthesis of the thoughts and practical experiences of the authors. Readers will find strategy-based insights for marketing communications together with implementable tactics. This book could function as a stand-alone text for undergraduate and graduate students and as a resource for practitioners who desire additional perspectives on how to manage their marketing communication efforts., I was already a big fan of the seminal Rossiter & Percy textbook. I read the first edition as a student and became fascinated by advertising. Later, I used the second edition in my classes. Unsurprisingly, the new Rossiter, Percy, & Bergkvist book is an excellent textbook: clearly structured, based on a sound theoretical approach, and highly relevant for marketing practice. This symbioses of theory and practice provides students with a perfect knowledge base for their later job in marketing management. -- Professor Dr. Tobias Langner Rossiter, Percy, and Bergkvist's Marketing Communications is a delightful guide full of essential concepts and theories for our students who are keen to learn modern "marcoms". The authors take readers a delightful journey into a magical world of branding and communication. -- Shintaro Okazaki I grew up with this book. And as the authors continue to refine and update it, Marketing Communications represents one of the truly great insights into advertising, marketing and consumers. -- Professor Mark Ritson This book, influenced by seasoned ad industry authorities, contains all you need to know about creating and managing a communication effort from brand positioning to and campaign objectives to campaign management. All students of communication in a tough environment should have this book on their shelf. -- David Aaker This book represents a successful, meaningful synthesis of the thoughts and practical experiences of the authors. Readers will find strategy-based insights for marketing communications together with implementable tactics. This book could function as a stand-alone text for undergraduate and graduate students and as a resource for practitioners who desire additional perspectives on how to manage their marketing communication efforts. -- Dr Leslie Carlson
Illustrated
Yes
Dewey Decimal
658.8/02
Intended Audience
College Audience
Table Of Content
Part I: Marcoms and Branding Chapter 1: Marketing Communications and Campaign Planning Chapter 2: Branding and Brand Positioning Part II: Marcoms Campaign Objectives Chapter 3: Campaign Target Audience Selection and Action Objectives Chapter 4: Campaign Communication Objectives Part III: Creative Strategy Chapter 5: Key Benefit Claim and The Creative Idea Chapter 6: Brand Awareness and Brand Attitude (Grid) Tactics Chapter 7: Attention Tactics and Pretesting Part IV: Sales Promotion Strategy Chapter 8: Manufacturer and Retailer Promotions Part V: Media Strategy Chapter 9: Media-Type Selection and the Reach Pattern Chapter 10: Effective Frequency and Strategic Scheduling Rules Part VI: Campaign Management Chapter 11: Setting the Campaign Budget Chapter 12: Campaign Tracking Part VII: Other Marcoms Chapter 13: Corporate Image Advertising, Sponsorships, and PR Chapter 14: Personal Selling and Customer Database Marketing Chapter 15: Social Marketing and Ethics
Synopsis
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools - Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern - as well as by the London Business School, Oxford's Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics. Key features include: An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications. A managerial perspective, helping students to become a marketing manager and study as though they are in the role. Coverage of key new marketing communications topics such as branding and social media. In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota. The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels., Marcoms Planning Steps, Branding and positioning, Campaign objectives, Creative strategy, Promotion strategy, Media strategy, Campaign management, Marcoms Tools, Brand-building advertising, Direct-response advertising, Sales promotions, Sponsorships, PR, Personal selling, Social marketing and ethics Book jacket., Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective to provide students with a practical planning system and a seven-step approach enabling them to create a consistent and comprehensive marketing plan.
LC Classification Number
HF5415.123
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98,6% positive Bewertungen•1,4 Mio. Artikel verkauft
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Beliebte Kategorien in diesem Shop
Verkäuferbewertungen (566.702)
- 5***w (1177)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufThe book that was shown was not the book that I received. Nonetheless, when I informed the seller that it wasn't the item they advertised-/they were more than willing to make it right. Since they didn't have another copy of the title I was expecting, they promptly issued an apology; and refund full refund. I really appreciated the speed at which they were willing to make things right with this transaction. I will definitely not hesitate to do business with them again. Thank You!
- 7***e (33)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufAmazing price and super fast shipping. Book arrived exactly as described in the correct box meant to ship books. No bumps or dings in the corner because of the attention to packaging. I'll keep an eye on this seller for another purchase. Highly recommend this seller!!!!
- f***f (1664)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufExcellent Seller, Goes the Extra Mile. The Seller Was Incredibly Communicative. Smooth Transaction, Shipped Very Quickly, As Advertised; Good Price; Well Packaged & Delivered Within a Few Days. Item in Described Promised Condition, Thank You Very Much!!!!!!!!!!! A+Sam's Letters To Jennifer By James Patterson. 9780316000741 (Nr. 394523567865)