Title Statements
- Full title :A reader in marketing communications / edited by Philip J. Kitchen [and others].
Edition Statements
- Publication Date:2005.
Publication Statements
- Publisher(s):Routledge
- Place of Publication:New York
- Language:eng
- Publication Date:2005.
The Physical Object
- Description:273 pages ; : 25 cm
Edition Identifiers
- ISBN:0415356482, 9780415356480, 0415356490, 9780415356497
- oclc:ocn224434161
- LC Classification:HF5415.123
- Dewey Decimal:658.8/02
Table of Contents
Introduction and overview of marketing communications -- From advertising to integrated marketing communications -- Reading:?conceptualising the integrated marketing communications phenomenon: an -- Examination of its impact on advertising practices and its implications for advertising research? / by Glen L. Nowak and Joseph Phelps -- Advertising: what to say, when -- Reading:?what to say when: advertising appeals in evolving markets? / by Rajesh K. Chandy, Gerald J. Tellis, Deborah J. McInnis, and Pattana Thaivanich -- Sales promotion -- Reading:?pursuing the value conscious consumer: store brands versus national brand -- Promotions? / by Kusum L. Alawadi, Scott A. Nelsin, and Karen Gedenk -- From direct mail to direct response marketing -- Readings: 1 & 2.?the great marketing turnaround? part 1 and part 2 special -- Reports concerning Stan Rapp and Tom Collins book on direct marketing -- Marketing pr -- Reading:?marketing public relations: conceptual legitimacy or window dressing?? / by Philip J. Kitchen and Ioanna Papalomou -- Sponsorship -- Reading:?maximising the marketing potential of sponsorship for global brands? / by Julie Verity -- Personal selling -- Reading:?transforma…
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