Marketing Communications: Objectives, Strategy, Tactics (Paperback)
暫譯: 行銷傳播：目標、策略、戰術 (平裝本)

John R Rossiter , Larry Percy , Lars Bergkvist

Marketing Communications: Objectives, Strategy, Tactics (Paperback)
  • 出版商: SAGE Publications
  • 出版日期: 2018-08-25
  • 定價: $1,260
  • 售價: 9.8 折 $1,235
  • 語言: 英文
  • 頁數: 584
  • ISBN: 1526438658
  • ISBN-13: 9781526438652
  • 相關分類: 行銷/網路行銷 Marketing

    • 下單後立即進貨 (約5~7天)

相關主題

商品描述

Description
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.

商品描述(中文翻譯)

描述

結合產業經驗與學術專業，作者將行銷傳播與廣告結合品牌觀點，為學生提供一個實用的規劃系統以及七步驟的方法來創建全面的行銷計劃。



全新的 SAGE 行銷傳播教科書是知名的 Rossiter 和 Percy 的《廣告與促銷管理》教科書的當代演變，該書在巔峰時期被美國前十名商學院中的六所採用，包括史丹佛大學、沃頓商學院、哥倫比亞大學、加州大學伯克利分校、加州大學洛杉磯分校和西北大學，以及倫敦商學院、牛津大學賽德商學院，以及歐洲大多數頂尖商學院，如鹿特丹伊拉斯謨斯大學、INSEAD 和斯德哥爾摩經濟學院。

主要特色包括：


  • 作者的分析方法，章節中提供檢查清單框架，為學生提供系統性的行銷傳播指導。

  • 管理者的視角，幫助學生成為行銷經理，並以該角色的身份進行學習。

  • 涵蓋品牌和社交媒體等關鍵的新行銷傳播主題。

在每個章節結尾的問題中都有涉及真實品牌的迷你案例，文本中眾多的例子提及全球知名品牌，如吉列、梅賽德斯、露華濃和豐田。

作者簡介

John R Rossiter - University of Wollongong, Australia
Larry Percy - Copenhagen Business School, Denmark
Lars Bergkvist - Zayed University, Abu Dhabi, UAE

作者簡介(中文翻譯)

約翰·R·羅西特 - 澳洲伍倫貢大學

拉里·珀西 - 丹麥哥本哈根商學院

拉斯·貝格奎斯特 - 阿布達比扎耶德大學

目錄大綱

Table of Contents
Part I: Marcoms and Branding
Chapter 1: Marketing Communications and Campaign Planning
Chapter 2: Branding and Brand Positioning

Part II: Marcoms Campaign Objectives
Chapter 3: Campaign Target Audience Selection and Action Objectives
Chapter 4: Campaign Communication Objectives

Part III: Creative Strategy
Chapter 5: Key Benefit Claim and The Creative Idea
Chapter 6: Brand Awareness and Brand Attitude (Grid) Tactics
Chapter 7: Attention Tactics and Pretesting

Part IV: Sales Promotion Strategy
Chapter 8: Manufacturer and Retailer Promotions

Part V: Media Strategy
Chapter 9: Media-Type Selection and the Reach Pattern
Chapter 10: Effective Frequency and Strategic Scheduling Rules

Part VI: Campaign Management
Chapter 11: Setting the Campaign Budget
Chapter 12: Campaign Tracking

Part VII: Other Marcoms
Chapter 13: Corporate Image Advertising, Sponsorships, and PR
Chapter 14: Personal Selling and Customer Database Marketing
Chapter 15: Social Marketing and Ethics

目錄大綱(中文翻譯)

Table of Contents

Part I: Marcoms and Branding

Chapter 1: Marketing Communications and Campaign Planning

Chapter 2: Branding and Brand Positioning



Part II: Marcoms Campaign Objectives

Chapter 3: Campaign Target Audience Selection and Action Objectives

Chapter 4: Campaign Communication Objectives



Part III: Creative Strategy

Chapter 5: Key Benefit Claim and The Creative Idea

Chapter 6: Brand Awareness and Brand Attitude (Grid) Tactics

Chapter 7: Attention Tactics and Pretesting



Part IV: Sales Promotion Strategy

Chapter 8: Manufacturer and Retailer Promotions



Part V: Media Strategy

Chapter 9: Media-Type Selection and the Reach Pattern

Chapter 10: Effective Frequency and Strategic Scheduling Rules



Part VI: Campaign Management

Chapter 11: Setting the Campaign Budget

Chapter 12: Campaign Tracking



Part VII: Other Marcoms

Chapter 13: Corporate Image Advertising, Sponsorships, and PR

Chapter 14: Personal Selling and Customer Database Marketing

Chapter 15: Social Marketing and Ethics

類似商品

最後瀏覽商品 (1)