A reader in marketing communications
By: Philip J. Kitchen ... [et al.].
Contributors: Kitchen, Philip J.
Publisher: Routledge
Published: 2005
Place of publication: New York
Language: eng
Subjects: Communication in marketing.; Marketing.; Advertising.
Notes: Includes bibliographical references.
Table of contents: title: Introduction and overview of marketing communications; title: From advertising to integrated marketing communications; title: Reading: ?conceptualising the integrated marketing communications phenomenon: an; title: Examination of its impact on advertising practices and its implications for advertising research? / by Glen L. Nowak and Joseph Phelps; title: Advertising: what to say, when; title: Reading: ?what to say when: advertising appeals in evolving markets? / by Rajesh K. Chandy, Gerald J. Tellis, Deborah J. McInnis, and Pattana Thaivanich; title: Sales promotion; title: Reading: ?pursuing the value conscious consumer: store brands versus national brand; title: Promotions? / by Kusum L. Alawadi, Scott A. Nelsin, and Karen Gedenk; title: From direct mail to direct response marketing; title: Readings: 1 & 2. ?the great marketing turnaround? part 1 and part 2 special; title: Reports concerning Stan Rapp and Tom Collins book on direct marketing; title: Marketing pr; title: Reading: ?marketing public relations: conceptual legitimacy or window dressing?? / by Philip J. Kitchen and Ioanna Papalomou; title: Sponsorship; title: Reading: ?maximising the marketing potential of sponsorship for global brands? / by Julie Verity; title: Personal selling; title: Reading: ?transformation of the traditional salesforce: imperatives for intelligence; title: Interface, and integration? / by Nigel F. Piercy and Nikala Lane; title: Internet and the World Wide Web; title: Reading: ?the impact of content and design elements on banner advertising click through rates / by Ritu Lohtia, Naveen Donthu, and Edmund K. Hershberger; title: Roots of relationship marketing; title: Reading: ?quo vadis, marketing? toward a relationship marketing paradigm? / by Christian Groonroos; title: Measuring the success rate of marketing communications; title: Reading: ?market-based assets and shareholder value: a framework for analysis? / by Rajendra J. Srivastava, Tasadduq A. Shervani, and Liam Fahey; title: Summary and conclusion.