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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 kilku stronach.

O książce

Autor opisuje opisuje podstawowe strategie komunikacji korporacyjnej, wyzwania stojące przed managementem, oraz zmiany zachodzące w otoczeniu firm.

Spis treści

Chapter 1 The Changing Environment for Business

Case: Hooker Chemical Company

Chapter 2 Communicating Strategically

Case: Fletcher Electronics

Chapter 3 An Overview of the Corporate Communication Function

Case: Bank of Boston

Chapter 4 Managing Image, Identity, and Reputation

Case: GE Identity Program

Chapter 5 Managing Corporate Advertising

Chapter 6 Managing Media Relations

Case: Adolph Coors Company

Chapter 7 Investor Relations: A Random Walk Down Wall Street

Case: United Technologies

Chapter 8 Employee Communication

Case: Norwich Software

Chapter 9 Managing Government Affairs

Case: Dodds Paper Company

Chapter 10 Managing Communication in a Crisis

Case: Dow Corning

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

Widoczne ślady używania na okładce. Wewnątrz jedno lub dwa zaznaczenia.

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. Wewnątrz bez zaznaczeń.

O książce

Autorzy uczą czytelnika, jak etycznie budować relacje firmy z najważniejszymi interesariuszami. Umieszczając PR w szerokim społecznym kontekście, autorzy przystępnie wyjaśnią podstawe teorie, metody, narzędzia PR.

Książka polecana studentom i wszystkim zainteresowanym pracą w PR.

Spis treści

I. FOUNDATIONS OF PUBLIC RELATIONS.

1. What Is Public Relations?                                                         
Public Relations: Everywhere you look
A Profession Gaining In Respect
Why a Public Relations Career?
The Public Relations Process
The Role of Values in Public Relations
Values-Driven Public Relations
Discussion Questions               
Memo from the Field: Judith T. Phair, PhairAdvantage Communication
It's Your Turn: The Question
Key Terms
Notes

2. Jobs in Public Relations.                    
                                   
Where the Jobs Are
Governments
Public Relations Agencies
Independent Public Relations Consultants
Public Relations Activities and Duties
Working Conditions and Salaries
What's Important in a Job?
DiscussionQuestions
Memo from the Field: John Echeveste, Valencia, Pérez & Echeveste Public Relations
It's Your Turn: Career Day at High School
                    
3. A Brief History of Public Relations.                                            
Why History is Important to You
Premodern Public Relations
War and Propaganda
The Downsizing of the United States
The New Millennium
Discussion Questions
Memo from the Field: Edward M. Block, retired
It's Your Turn: MegaShop Comes to Sunnyview
Key Terms
Notes

4. The Publics in Public Relations.

What Is a Public?
The Publics in Public Relations
What Do We Need to Know about Each Public?
The Traditional Publics in Public Relations
Discussion Questions
Memo from the Field: David Narsavage, The Aker Partners, Inc.
It's Your Turn: The Tuition Increase
Key Terms
Notes

5. Communication Theory and Public Opinion.

The Power of Public Opinion
A Communication Model
Mass Communication Theories
Motivation
Persuasion and Public Opinion
Discussion Questions
Memo from the Field: Rene Pelletier, Barometre
It's Your Turn: The Acme Widget Company
Key Terms
Notes

6. Ethics and Social Responsibility in Public Relations.                                                                 
What Are Ethics?
Objectivity versus Advocacy: A Misleading Ethics Debate
Challenges to Ethical Behavior
The Rewards of Ethical Behavior
Trust and Social Corporate Responsibility
Beyond CSR: Strengthening Ethical Behavior
Discussion Questions
Memo from the Field: Carol Cone, Cone, Inc.
It's Your Turn: Trouble Brewing
Key Terms
Notes

II. THE PUBLIC RELATIONS PROCESS.

7. Research and Evaluation.                                                                    
"Did the Needle Move?"
The Value of Research and Evaluation
Developing A Research Strategy: What Do I Want to Know?
Developing a Research Strategy: How Will I Gather Information?
Survey Research
Analyzing Survey Results
Discussion Questions
Memo from the Field: Leslie Gaines-Ross, Burson-Marsteller
It's Your Turn: Tinker, Evers & Chance
Key Terms
Notes

8. Planning: The Strategies of Public Relations.

The Basics of Values-Driven Planning
Different Kinds of Public Relations Plans
Why Do We Plan?
How Do We Plan?
Expanding a Plan into a Proposal
Qualities of a Good Plan
Discussion Questions
Memo from the Field: Timothy S. Brown, Conectiv
It's Your Turn: Planning a Blood Drive
Key Terms
Notes

9. Communication: The Tactics of Public Relations.

Communicating with Specific Publics
Tactics as Messages and Channels
Tactics and Traditional Publics
Accomplishing the Tactics
Discussion Questions
Memo from the Field: Shirley Barr, President, Shirleybarr Public Relations
It's Your Turn: The Tuition Increase Revisited
Key Terms
Notes

10. Writing and Presentation Skills.

The Importance of Writing and Presentation Skills
A Context for Public Relations Writing
The Writing Process
Writing for the Ear
The Process of Successful Presentations
Discussion Questions
Memo from the Field: Regina Lynch-Hudson, The Write Publicist
It's Your Turn: Elayne Anderson's Speech
Key Terms
Notes

11. Public Relations in the Digital Age.

Welcome to the Revolution
The Digital Revolution
Computers and the Internet
The Birth of Cyber-Relations
Wireless Communications Technology
Why "New" Isn't Always "Better"
Discussion Questions
Memo from the Field: Craig Settles, Successful.com
It's Your Turn: Hale & Hardy All-Natural Granola Bars
Key Terms
Notes

III. PUBLIC RELATIONS TODAY AND TOMORROW.

12. Crisis Communications.

A New "Day of Infamy"
The Anatomy of a Crisis
Crisis Communications Planning
Crisis Planning Ethics
Discussion Questions
Memo from the Field: Wayne Shelor, Clearwater (Florida) Police Department
It's Your Turn: Death of a Salesman
Key Terms
Notes

13. Public Relations and Marketing.

Public Relations and Marketing
The Impact of Consumer-Focused Marketing on Public Relations
A Closer Look at Marketing
A Closer Look at IMC
How IMC Works
Problems with 21st Century Marketing
Discussion Questions
Memo from the Field: Vin Cipolla, HNW, Inc.
It's Your Turn: Making the Pitch
Key Terms
Notes  

14. Cross-Cultural Communication.

Cultures: Realities and Definitions
Cultural Attributes
Cross-Cultural Communication: Definitions and Dangers
Achieving Successful Cross-Cultural Public Relations: A Process
Discussion Questions
Memo from the Field: Bill Imada, IW Group
It's Your Turn: Cultures Close to Home
Key Terms
Notes

15. Public Relations and the Law.

A Parade of Corporate Horrors
Public Relations and the First Amendment
Federal Agencies That Regulate Speech
Libel
Privacy
Copyright
Litigation Public Relations
Discussion Questions
Memo from the Field: James F. Haggerty, president, The PR Consulting Group, Inc.
It's Your Turn: SuperGas
Key Terms
Notes

16. Your Future in Public Relations.

What's Next?
Social Forces and Public Relations
Where Public Relations Is Headed
Your Future in Public Relations
Discussion Questions
Memo from the Field: Sarah Yeaney, PRSSA national president
It's Your Turn: Crushed Credibility

Appendix: Public Relations Society of America Member Code of Ethics 2000.
Glossary.       
Index.