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Marketing Communications
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- Compralo SubitoMarketing Communications: Objectives, Strategy,, Rossiter, Percy, Bergkvist..
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Oggetto che si trova a: MD, Stati Uniti
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Informazioni sull'oggetto
Il venditore si assume la piena responsabilità della messa in vendita dell'oggetto.
Numero oggetto eBay:392867054402
Specifiche dell'oggetto
- Condizione
- PublishedOn
- 2018-08-25
- Title
- Marketing Communications: Objectives, Strategy, Tactics
- Artist
- Not Specified
- ISBN
- 9781526438652
Informazioni su questo prodotto
Product Identifiers
Publisher
SAGE Publications, The Limited
ISBN-10
1526438658
ISBN-13
9781526438652
eBay Product ID (ePID)
8038415530
Product Key Features
Number of Pages
584 Pages
Publication Name
Marketing Communications : Objectives, Strategy, Tactics
Language
English
Publication Year
2018
Subject
Marketing / General, General
Type
Not Available
Subject Area
Reference, Business & Economics
Format
Trade Paperback
Dimensions
Item Height
1.2 in
Item Weight
39 Oz
Item Length
9.7 in
Item Width
7.5 in
Additional Product Features
LCCN
2018-932209
Dewey Edition
23
Reviews
I was already a big fan of the seminal Rossiter & Percy textbook. I read the first edition as a student and became fascinated by advertising. Later, I used the second edition in my classes. Unsurprisingly, the new Rossiter, Percy, & Bergkvist book is an excellent textbook: clearly structured, based on a sound theoretical approach, and highly relevant for marketing practice. This symbioses of theory and practice provides students with a perfect knowledge base for their later job in marketing management., This book, influenced by seasoned ad industry authorities, contains all you need to know about creating and managing a communication effort from brand positioning to and campaign objectives to campaign management. All students of communication in a tough environment should have this book on their shelf., I grew up with this book. And as the authors continue to refine and update it, Marketing Communications represents one of the truly great insights into advertising, marketing and consumers., Rossiter, Percy, and Bergkvist's Marketing Communications is a delightful guide full of essential concepts and theories for our students who are keen to learn modern "marcoms". The authors take readers a delightful journey into a magical world of branding and communication., This book represents a successful, meaningful synthesis of the thoughts and practical experiences of the authors. Readers will find strategy-based insights for marketing communications together with implementable tactics. This book could function as a stand-alone text for undergraduate and graduate students and as a resource for practitioners who desire additional perspectives on how to manage their marketing communication efforts., I was already a big fan of the seminal Rossiter & Percy textbook. I read the first edition as a student and became fascinated by advertising. Later, I used the second edition in my classes. Unsurprisingly, the new Rossiter, Percy, & Bergkvist book is an excellent textbook: clearly structured, based on a sound theoretical approach, and highly relevant for marketing practice. This symbioses of theory and practice provides students with a perfect knowledge base for their later job in marketing management. -- Professor Dr. Tobias Langner Rossiter, Percy, and Bergkvist's Marketing Communications is a delightful guide full of essential concepts and theories for our students who are keen to learn modern "marcoms". The authors take readers a delightful journey into a magical world of branding and communication. -- Shintaro Okazaki I grew up with this book. And as the authors continue to refine and update it, Marketing Communications represents one of the truly great insights into advertising, marketing and consumers. -- Professor Mark Ritson This book, influenced by seasoned ad industry authorities, contains all you need to know about creating and managing a communication effort from brand positioning to and campaign objectives to campaign management. All students of communication in a tough environment should have this book on their shelf. -- David Aaker This book represents a successful, meaningful synthesis of the thoughts and practical experiences of the authors. Readers will find strategy-based insights for marketing communications together with implementable tactics. This book could function as a stand-alone text for undergraduate and graduate students and as a resource for practitioners who desire additional perspectives on how to manage their marketing communication efforts. -- Dr Leslie Carlson
Illustrated
Yes
Dewey Decimal
658.8/02
Table Of Content
Part I: Marcoms and BrandingChapter 1: Marketing Communications and Campaign PlanningChapter 2: Branding and Brand PositioningPart II: Marcoms Campaign ObjectivesChapter 3: Campaign Target Audience Selection and Action ObjectivesChapter 4: Campaign Communication ObjectivesPart III: Creative StrategyChapter 5: Key Benefit Claim and The Creative IdeaChapter 6: Brand Awareness and Brand Attitude (Grid) TacticsChapter 7: Attention Tactics and PretestingPart IV: Sales Promotion StrategyChapter 8: Manufacturer and Retailer PromotionsPart V: Media StrategyChapter 9: Media-Type Selection and the Reach PatternChapter 10: Effective Frequency and Strategic Scheduling RulesPart VI: Campaign ManagementChapter 11: Setting the Campaign BudgetChapter 12: Campaign TrackingPart VII: Other MarcomsChapter 13: Corporate Image Advertising, Sponsorships, and PRChapter 14: Personal Selling and Customer Database MarketingChapter 15: Social Marketing and Ethics
Intended Audience
College Audience
Synopsis
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools - Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern - as well as by the London Business School, Oxford's Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics. Key features include: An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications. A managerial perspective, helping students to become a marketing manager and study as though they are in the role. Coverage of key new marketing communications topics such as branding and social media. In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota. The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels., Marcoms Planning Steps, Branding and positioning, Campaign objectives, Creative strategy, Promotion strategy, Media strategy, Campaign management, Marcoms Tools, Brand-building advertising, Direct-response advertising, Sales promotions, Sponsorships, PR, Personal selling, Social marketing and ethics Book jacket., 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.
LC Classification Number
HF5415.123
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Feedback sul venditore (567.076)
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- 7***e (33)- Feedback lasciato dall'acquirente.Ultimi 6 mesiAcquisto verificatoAmazing price and super fast shipping. Book arrived exactly as described in the correct box meant to ship books. No bumps or dings in the corner because of the attention to packaging. I'll keep an eye on this seller for another purchase. Highly recommend this seller!!!!
- f***f (1666)- Feedback lasciato dall'acquirente.Ultimi 6 mesiAcquisto verificatoExcellent Seller, Goes the Extra Mile. The Seller Was Incredibly Communicative. Smooth Transaction, Shipped Very Quickly, As Advertised; Good Price; Well Packaged & Delivered Within a Few Days. Item in Described Promised Condition, Thank You Very Much!!!!!!!!!!! A+Sam's Letters To Jennifer By James Patterson. 9780316000741 (N° 394523567865)