John R Rossiter: Marketing Communications

Cover: 9781526438652 | Marketing Communications | Objectives, Strategy, Tactics | Taschenbuch

Rückseite: 9781526438652 | Marketing Communications | Objectives, Strategy, Tactics | Taschenbuch

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Sprache: Englisch

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Beschreibung

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.

Über den Autor

John R. Rossiter, Professor of Marketing, University of Wollongong, Australia.

Inhaltsverzeichnis

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

Details

Erscheinungsjahr:	2018
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Kartoniert / Broschiert
ISBN-13:	9781526438652
ISBN-10:	1526438658
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Rossiter, John R Percy, Larry Bergkvist, Lars
Hersteller:	SAGE Publications Ltd
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	246 x 189 x 37 mm
Von/Mit:	John R Rossiter (u. a.)
Erscheinungsdatum:	25.08.2018
Gewicht:	1,657 kg