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O książce

Autor omawia rolę marketingu zintegrowanego w budowie kapitału marki.

Spis treści

PART I. From Marketing Communications to IMC

Chapter 1. The Evolution of IMC
Chapter 2. Brands and Stakeholder Relationships
Chapter 3. IMC Partners and Cross-Functional Organization

PART II. Strategic Foundations of IMC

Chapter 4. The Brand Communication Process
Chapter 5. The Brand Decision Process
Chapter 6. IMC Planning
Chapter 7. Segmenting and Targeting
Chapter 8. IT and Database-Driven Communication

PART III. Creating, Sending, and Receiving Brand Messages

Chapter 9. IMC Message Strategy
Chapter 10. Brand Message Execution
Chapter 11. Media Characteristics
Chapter 12. The Internet and Interactive Media
Chapter 13. Media Planning

PART IV. Marketing Communication Functions

Chapter 14. Advertising: The Awareness Builder
Chapter 15. Public Relations: The Credibility Builder
Chapter 16. Sales Promotion: Intensifying Consideration
Chapter 17. Direct Response and Personal Sales: The Personal Connection
Chapter 18. Events, Sponsorships, and Customer Service: Experiential Contact

PART V. The Big Picture

Chapter 19. Social, Ethical, and Legal Issues
Chapter 20. International Marketing Communication
Chapter 21. Measurement, Evaluation, and Effectiveness

Index
Glossary

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Autor opisuje wszystkie metody komunikacji marketingowej, opisując rolę marketingu zintegrowanego w budowaniu kapitału marki. Test opisuje także wagę nowych technologii i Internetu w komunikacji marketingowej.

Spis treści

Preface 
Pt. 1 Integrated Marketing Communications and Its Role in Brand-Equity Enhancement 1

Ch. 1 Overview of Integrated Marketing Communications 2
Ch. 2 The Marketing Communications Process and Brand-Equity Enhancement 22

Pt. 2 IMC from the Customer's Perspective: Targeting, Communicating, and Persuading 50

Ch. 3 Positioning and Targeting for MarCom Efforts 50
Ch. 4 The Communication Process, Meaning Creation, and Fundamentals of Consumers' Use of MarCom Information 80
Ch. 5 Persuasion in Marketing Communications 114

Pt. 3 Communicating New Products, Brand Naming, Packaging, and Point-of-Purchase Advertising 153

Ch. 6 MarCom's Role in Facilitating Product Adoption 154
Ch. 7 Brand Names, Logos, Packages, and Point-of-Purchase Materials 180

Pt. 4 Advertising Management 223

Ch. 8 Overview of Advertising Management 224
Ch. 9 Creative Advertising Strategy 256
Ch. 10 Endorsers and Message Appeals in Advertising 292
Ch. 11 Assessing Ad Message Effectiveness 322
Ch. 12 Traditional Advertising Media 354
Ch. 13 Alternative Offline Advertising Media and Mass Online Advertising 386
Ch. 14 Offline and Online Direct Advertising 406
Ch. 15 Media Planning and Analysis 430

Pt. 5 Sales Promotion Management, Marketing-Oriented Public Relations, and Sponsorships 467

Ch. 16 Overview of Sales Promotion Management 468
Ch. 17 Trade-Oriented Sales Promotion 496
Ch. 18 Consumer-Oriented Promotions 520
Ch. 19 Marketing Public Relations and Sponsorship Marketing 568

Pt. 6 External Pressures on Marketing Communications 589

Ch. 20 Regulatory, Ethical, and "Green" Issues in Marketing Communications 590

Stan

Niewielkie ślady używania na okładce. Zaznaczenia na paru stronach.

O książce

Książka dla wszystkich, którzy planują karierę w reklamie. Autorzy opisują rożne aspekty reklamy, w tym etykę reklamy, regulacje, struktury agencji reklamowych, rodzaje mediów i inne.

Spis treści

About the Authors 
Preface 
A Final Word 

Pt. I Advertising Foundations and Environment 

1 Introduction to Advertising 3
2 Advertising and Society: Ethics, Regulation, and Social Responsibility 29
3 Advertising and the Marketing Process 63

Pt. II Advertising Background, Planning, and Strategy
 
4 The Consumer Audience 95
5 Account Planning and Research 123
6 How Advertising Works 153
7 Advertising Planning and Strategy 181

Pt. III Advertising Media 

8 Media Planning and Buying 205
9 Print Media 237
10 Broadcast and Interactive Online Media 269

Pt. IV Creative Advertising 

11 The Creative Side of Advertising 299
12 Copywriting 329
13 Design and Production 363
14 Direct-Response Marketing 397

Pt. V Integrating Marketing Communication Elements
 
15 Sales Promotion 427
16 Public Relations 455
17 Retail and Business-to-Business Advertising 483
18 International Advertising 511
19 The Integrated Campaign 535

App The Hallmark Brand Insistence IMC Campaign 561
Glossary 567
Credits 575
Index 579

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.


O książce

How small and mid-sized independent advertising agencies can develop the right tools for survival. What's a Saatchi...and How Come We Have Two of Them? is a rare, true inside look at how one small advertising agency battles adversity and is able to survive by wit, talent and luck. Each point is visually illustrated with international award-winning work, offering fresh thinking and ideas combined with unique advertising. This is the story of how one smaller ad agency, not in a major market, has discovered unique ways to not only stay alive, but as a result, has developed a reputation for a creative product that has been recognized world-wide.


Spis treści

Forward: Remarks from Joanne Bischmann, a former Hoffman York employee who became Vice President Marketing at Harley-Davidson Motor Company
    
Ch. 1 What's a Saatchi and how come we have two of them?   
Ch. 2 You've done so much for so long with so little, you are capable of doing anything with nothing   
Ch. 3 Remember the real business you're in: ideas   
Ch. 4 The shoemaker's children   
Ch. 5 The importance of culture, identity and professional growth   
Ch. 6 If the world won't come to you, create a new world   
Ch. 7 New business. It's not just a job, it's an adventure   
Ch. 8 Put your ambitions to good use. Public service advertising   
Ch. 9 Don't just embrace technology. Give it a bear hug   
Ch. 10 Where do you go from here?

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Tekst omawia zarządzanie ryzykiem i ubezpieczenia z wielu perspektyw: managerskiej, konsumenckiej i społecznej. Dla wszystkich zajmujących się ubezpieczeniami i dla studentów, chcących budować karierę w tym obszarze.

Spis treści

Preface

Chapter 1 - Fundamentals and Terminology
Chapter 2 - Defining the Insurable Event
Chapter 3 - Risk Management
Chapter 4 - Insurance Companies
Chapter 5 - Insurance Occupations
Chapter 6 - The Insurance Market: The Economic Problem
Chapter 7 - Insurance Regulation
Chapter 8 - Insurance Contracts
Chapter 9 - Basic Property and Liability Insurance Contracts
Chapter 10 - Homeowners Insurance (HO)
Chapter 11 - The Personal Auto Policy
Chapter 12 - Professional Financial Planning
Chapter 13 - Life Insurance Policies
Chapter 14 - Standard Life Insurance Contract Provisions and Options
Chapter 15 - Annuities
Chapter 16 - Medical Expense and Disability Income Insurance
Chapter 17 - Advanced Topics in Risk Management
Chapter 18 - Commercial Property Insurance
Chapter 19 - Commercial Liability Insurance
Chapter 20 - Bonding, Crime Insurance, and Reinsurance
Chapter 21 - Employee Benefits
Chapter 22 - Social Security
Chapter 23 - Unemployment and Workers' Compensation Insurance

Glossary
Appendix A: Homeowners Insurance Policies HO-2 and HO-3
Appendix B: Personal Auto Policy
Appendix C: Sample Whole Life Insurance Policy and Application
Appendix D: Answers to Objective Questions
Index

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Wszystko o CRM.


Spis treści

FIRST PRINCIPLES IN CRM: OVERVIEW.

Putting CRM to Work: The Rise of the Relationship.
The Need for a Market-Intelligent Enterprise (MIE) Sm.
A Case Study on CRM and Mass Customization: Capital One.

STEP ONE: BUILDING AND IMPLEMENTING THE CUSTOMER STRATEGY: OVERVIEW.

Creating Loyalty: Its Strategic Importance in Your Customer Strategy.
From Customer Loyalty to Customer Dependency: A Case for Strategic Customer Care.
Customer Acquisition and CRM: A Financial Services Perspective.

STEP TWO: THE NEED FOR EFFECTIVE CHANNEL AND PRODUCT STRATEGIES: OVERVIEW.

Customer Relationship Management through New Product Development.
Channel Management and Customer Relationship Management.
Embracing the e-Channel.
e-Channel Management: Electronic-Customer Relationship Management.
The Customer-Centric Organization in the Automotive Industry--Focus for the 21st Century.

STEP THREE: THE INFRASTRUCTURE STRATEGY: OVERVIEW.

The Tools for CRM: The Three Ws of Technology.
Using the Tools: Database Marketing, Data Warehousing and Data Mining.
CRM in the Telecommunication Industry: A Case Study of Swisscom.

ENABLING THE CRM STRATEGY: OVERVIEW.

Implementing CRM: 20 Steps to Success.
Using Catalytic Measures to Improve CRM.
Best Practices in Outsourcing CRM and Lessons Learned.
Learning and Knowledge Management Programs in the Age of CRM.
Implementing CRM: The Need for Performance Alignment.

Conclusion.
Appendix.

Stan

Minimalne slady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Interviews with Richard Koshalek, President of Art Center College of Design, and Sheila Levrant de Bretteville, Professor at Yale University School of Art, are featured in this 2004 edition of the New Talent series. Beautifully reproduced, the selected work includes Poster, Branding, Editorial, Packaging, Typography, Product Design and more from over 20 premier art schools. A detailed index includes contact and credit information, making it an invaluable resource for Design professionals and clients in search of new, bright young minds.