bebooks.pl

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Książka to spojrzenie na marketing z praktycznej perspektywy managerskiej. Autor ilustruje setkami przykładów główne decyzje podejmowane przez osoby odpowiedzialne za marketing w swoich organizacjach. Wydanie dziesiąte zwraca szczególną uwagę na relacje marketera z otoczeniem: klientami, partnerami biznesowymi itp. Książka polecana dla wszystkich zajmujących się marketingiem.

Spis treści

I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.

1. Marketing: Managing Profitable Customer Relationships.
2. Company and Marketing Strategy: Partnering to Build Customer Relationships.
3. Marketing in the Digital Age: Making New Customer Connections.

II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.

4. The Marketing Environment.
5. Managing Marketing Information.
6. Consumer Markets and Consumer Buyer Behavior.
7. Business Markets and Business Buyer Behavior.
8. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.

III. DEVELOPING THE MARKETING MIX.

9. Product, Services, and Branding Strategies.
10. New-Product Development and Product Life-Cycle Strategies.
11. Pricing Considerations and Approaches.
12. Pricing Strategies.
13. Marketing Channels and Supply Chain Management.
14. Retailing and Wholesaling.
15. Integrated Marketing Communication Strategy.
16. Advertising, Sales Promotion, and Public Relations.
17. Personal Selling and Direct Marketing.

IV. MANAGING MARKETING.

18. Creating Competitive Advantage.
19. The Global Marketplace.
20. Marketing and Society: Social Responsibility and Marketing Ethics.

APPENDIXES.

1. Measuring and Forecasting Demand.
2. Marketing Arithmetic.
References.
Credits.
Glossary.
Index.

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.

The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools.

For marketing professionals and ad agency account executives.

Spis treści

Pt. 1 The IMC foundation 2

1 Integrated marketing communications 2
2 Corporate image and brand management 28
3 Buyer behaviors 60
4 Promotions opportunity analysis 94

Pt. 2 IMC advertising tools 130

5 Advertising management 130
6 Advertising design : theoretical frameworks and types of appeals 162
7 Advertising design : message strategies and executional frameworks 196
8 Advertising media selection 230

Pt. 3 IMC promotional tools 274

9 Trade promotions 274
10 Consumer promotions 306
11 Personal selling, database marketing, and customer relationship management 336
12 Public relations, sponsorship programs, and regulations 370

Pt. 4 IMC integration tools 406

13 Internet marketing 406
14 IMC for small businesses and entrepreneurial ventures 436
15 Evaluating an integrated marketing program 458

Stan

Niewielkie ślady używania na okładce (drobne pęknięcie wewnątrz przy grzbiecie książki). Wewątrz jedno lub dwa zaznaczenia.

Spis treści

Chapter 01 Consumer Behavior: Meeting Changes and Challenges

Chapter 02 The Consumer Research Process

Chapter 03 Market Segmentation and Strategic Targeting

Chapter 04 Consumer Motivation

Chapter 05 Personality and Consumer Behavior

Chapter 06 Consumer Perception

Chapter 07 Consumer Learning

Chapter 08 Consumer Attitude Formation and Change

Chapter 09 Communication and Consumer Behavior

Chapter 10 The Family and Its Social Class Standing

Chapter 11 Influence of Culture on Consumer Behavior

Chapter 12 Subcultures and Consumer Behavior

Chapter 13 Cross Cultural and Global Consumer Behavior

Chapter 14 Diffusion of Innovations

Chapter 15 Consumer Decision Making and Beyond

Chapter 16 Consumers Social Responsibility and Green Marketing

Stan

Oprócz dwóch pieczątek na wewnętrznych stronach okładki książka wygląda jak nowa. Wewnątrz bez zaznaczeń.

O książce

Tekst wyjaśnia różne aspekty reklamy, ze szczególnym naciskiem na marketing zintegrowany i wykorzystanie nowych technologii w reklamie. Autor pokazuje jak skoordynować reklamę z pozostałymi działaniami komunikacyjnymi firmy. Kolejne rozdziały dedykowane są takim zagadnieniom jak: omówienie funkcji i rodzajow reklamy, omówienie mediów, planowanie i zarządzanie kampanią, branding i inne.

Teskt polecany osobom rozpoczynającym karierę w reklamie.

Spis treści

Pt. 1 The Place of Advertising 1

1 Background of Today's Advertising 3
2 Roles of Advertising 22

Pt. 2 Planning the Advertising 53

3 The Advertising Spiral and Brand Planning 55
4 Target Marketing 76

Pt. 3 Managing the Advertising 111
5 The Advertising Agency, Media Services, and Other Services 113
6 The Advertiser's Marketing/Advertising Operation 134

Pt. 4 Media 155

7 Basic Media Strategy 157
8 Using Television 187
9 Using Radio 225
10 Using Newspapers 250
11 Using Magazines 286
12 Out-Of-Home Advertising 330
13 Direct-Response and Direct-Mail Advertising 356
14 Sales Promotion 396

Pt. 5 Creating the Advertising 435

15 Research in Advertising 437
16 Creating the Copy 459
17 The Total Concept: Words and Visuals 482
18 Print Production 502
19 The Television Commercial 532
20 The Radio Commercial 554
21 Trademarks and Packaging 568
22 The Complete Campaign 591

Pt. 6 Other Environments of Advertising 621

23 Retail Advertising 623
24 International Advertising 643
25 Legal and Other Restraints on Advertising 662
26 Economic and Social Effects of Advertising 693

Stan

Niewielkie ślady używania na okładce. Wewnątrz zaznacznenia na kilku stronach. Ten egzemplarz to tzw. economy edition.

O książce

Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications.

For marketing professionals who place special emphasis to creativity and imagination in marketing management.

Spis treści

Part I. Understanding Marketing Management

Chapter 1--Defining Marketing for the 21st Century
Chapter 2--Developing Marketing Strategies & Plans

Part II. Capturing Marketing Insights

Chapter 3--Gathering Information & Scanning the Environment
Chapter 4--Conducting Marketing Research & Forecasting Demand

Part III. Connecting with Customers

Chapter 5--Creating Customer Value, Satisfaction, & Loyalty
Chapter 6--Analyzing Consumer Markets
Chapter 7--Analyzing Business Markets
Chapter 8--Identifying Market Segments & Targets

Part IV. Building Strong Brands

Chapter 9--Creating Brand Equity
Chapter 10--Crafting the Brand Positioning
Chapter 11--Dealing with Competition

Part V. Shaping the Market Offerings

Chapter 12--Setting Product Strategy
Chapter 13--Designing & Managing Services
Chapter 14--Developing Pricing Strategies & Programs

Part VI. Delivering Value

Chapter 15--Designing & Managing Value Networks & Channels
Chapter 16--Managing Retailing, Wholesaling & Logistics

Part VII. Communicating Value

Chapter 17--Designing & Managing Integrated Marketing Communications
Chapter 18--Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations
Chapter 19--Managing Personal Communications: Direct Marketing & the Sales Force

Part VIII. Creating Long-Term Growth

Chapter 20--Introducing New Market Offerings
Chapter 21--Tapping into Global Markets
Chapter 22--Managing a Holistic Marketing Organization

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Contemporary Advertising to jeden z najpopularnijszych podręczników reklamy w USA. Książka jest ceniona za przystępny styl i przykłady najświeższych kampani reklamowych. Tekst to kompleksowe omównienie branży, teorii i narzędzi reklamy z perspektywy kreacji. Autor czerpie garściami z własnych doświadczeń zawodowych oraz omawia wagę komunikacji zintegrowanej i jej wpływu na strategię przedsiębiorstwa.

Spis treści

Pt. 1 Advertising Perspectives

1 The Dimensions of Advertising 4
2 The Economic, Social, and Regulatory Aspects of Advertising 42
3 The Scope of Advertising: From Local to Global 80

Pt. 2 Crafting Marketing and Advertising Strategies

4 Marketing and Consumer Behavior: The Foundations of Advertising 120
5 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy 148
6 Information Gathering: Inputs to Advertising Planning 182
7 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC 210
8 Planning Media Strategy: Finding Links to the Market 242

Pt. 3 Integrating Advertising with Other Elements of the Communications Mix

9 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion 278
10 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising 308

Pt. 4 Creating Advertisements and Commercials

11 Creative Strategy and the Creative Process 340
12 Creative Execution: Art and Copy 370
13 Producing Ads for Print, Electronic, and Digital Media 404

Pt. 5 Using Advertising Media

14 Using Print Media 442
15 Using Electronic Media: Television and Radio 472
16 Using Digital Interactive Media and Direct Mail 502
17 Using Out-of-Home, Exhibitive, and Supplementary Media 534

Epilogue: The Complete Campaign: Toyota Everyday 560
Advertising Resources
Reference Library

App. A Marketing Plan Outline
App. B Advertising Plan Outline
App. C Integrated Marketing Communications Plan Outline
App. D Career Planning in Advertising
App. E Industry Resources

Important Terms
End Notes
Credits and Acknowledgments
Name Index
Company and Brand Index
Subject Index

Stan

Niewielkie ślady używania na okładce. Wewątrz jedno lub dwa zaznaczenia.

O książce

Tekst wyjaśnia różne aspekty reklamy, ze szczególnym naciskiem na marketing zintegrowany i wykorzystanie nowych technologii w reklamie. Autor pokazuje jak skoordynować reklamę z pozostałymi działaniami komunikacyjnymi firmy. Kolejne rozdziały dedykowane są takim zagadnieniom jak: omówienie funkcji i rodzajow reklamy, omówienie mediów, planowanie i zarządzanie kampanią, branding i inne.

Teskt polecany osobom rozpoczynającym karierę w reklamie.

Spis treści

Chapter 1: Background of Today’s Advertising

Chapter 2: Roles of Advertising

Chapter 3: The Advertising Spiral and Brand Planning

Chapter 4: Target Marketing

Chapter 5: The Advertising Agency, Media Services, and Other Services

Chapter 6: The Advertiser’s Marketing/Advertising Operation

Chapter 7: Media Strategy

Chapter 8: Using Television

Chapter 9: Using Radio

Chapter 10: Using Newspapers

Chapter 11: Using Magazines

Chapter 12: Out-of-Home Advertising

Chapter 13: Internet and Direct Response Advertising

Chapter 14: Sales Promotion

Chapter 15: Research in Advertising

Chapter 16: Creating the Message

Chapter 17: The Total Concept: Words and Visuals

Chapter 18: Print Production

Chapter 19: The Television Commercial

Chapter 20: The Radio Commercial

Chapter 21: Trademarks and Packaging

Chapter 22: The Complete Campaign

Chapter 23: International Advertising

Chapter 24: Economic, Social, and Legal Effects of Advertising