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Marketing Communications
Objectives, Strategy, Tactics
Taschenbuch von John R Rossiter (u. a.)
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.
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
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Autor: Rossiter, John R
Percy, Larry
Bergkvist, Lars
Hersteller: SAGE Publications Ltd
Verantwortliche Person für die EU: Books on Demand GmbH, In de Tarpen 42, D-22848 Norderstedt, info@bod.de
Maße: 246 x 189 x 37 mm
Von/Mit: John R Rossiter (u. a.)
Erscheinungsdatum: 25.08.2018
Gewicht: 1,657 kg
Artikel-ID: 113753027
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
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Autor: Rossiter, John R
Percy, Larry
Bergkvist, Lars
Hersteller: SAGE Publications Ltd
Verantwortliche Person für die EU: Books on Demand GmbH, In de Tarpen 42, D-22848 Norderstedt, info@bod.de
Maße: 246 x 189 x 37 mm
Von/Mit: John R Rossiter (u. a.)
Erscheinungsdatum: 25.08.2018
Gewicht: 1,657 kg
Artikel-ID: 113753027
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