A Reader in Marketing Communications
1st Edition
Published on 26. August 2020
292 pages
978-1-000-10095-2 (ISBN)
Description
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.
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.
More details
Edition
1. Auflage
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
ISBN-13
978-1-000-10095-2 (9781000100952)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Book
12/2005
Routledge
€270.90
Shipment within 15-20 days
Book
12/2005
Routledge
€82.20
Shipment within 15-20 days
Persons
Philip Kitchen (Edited by) , Patrick de Pelsmacker (Edited by) , Lynne Eagle (Edited by) , Don E. Schultz (Edited by)
Content
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
