Title Statements
- Full title :A reader in marketing communications / edited by Philip J. Kitchen ... [et al.].
Edition Statements
- Publication Date:2005.
Publication Statements
- Publisher(s):Routledge
- Place of Publication:London
- Language:eng
- Publication Date:2005.
The Physical Object
- Description:xviii, 273 p. ; : 25 cm
Edition Identifiers
- ISBN:0415356482, 9780415356480, 0415356490, 9780415356497
- oclc:ocn878586208
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 public relations -- 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: transform…
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