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Marketing Communications: Objectives, Strategy, Tactics

作者：John R Rossiter, Larry Percy, Lars Bergkvist
原價：NT$ 1,260

ISBN：9781526438652
版次：1
年份：2018
出版商：SAGE Publications
頁數/規格：584頁/平裝雙色
參考網頁：Marketing Communications: Objectives, Strategy, Tactics

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內容介紹本書特色目錄作者介紹

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.

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

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

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