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Marketing Communications: Principles and Practice, 1st Edition

Philip J. Kitchen

  • Copyright 1999
  • {{checkPublicationMessage('Published', '1998-11-19T00:00:00+0000')}}
Starting At $74.95 See pricing and ISBN options
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Marketing Communications: Principles and Practice 1st Edition by Philip J. Kitchen
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Overview

MARKETING COMMUNCTN PRIN PRACT

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Meet the Authors

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Philip J. Kitchen

Professor Philip J. Kitchen, Martin Naughton Chair in Business Strategy, Queen's University of Belfast.

Table of Contents

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1. Introduction and Overview of Marketing Communications.
2. The Role and Function of Marketing Communications in Organisations.
3. The Evolution of Marketing and Marketing Communications - Principles and Practice.
4. Planning the Marketing Communications Process - Managerial Paradigm.
5. The Need for Analysis as Part of the Planning and Implementation Process.
6. Marketing Communications - Organisational Context.
7. The Drive for Integrated Marketing Communications.
8. Audience and Environment: Measurement and Media.
9. The Communications Process and the Semiotic Boundary.
10. CIP/Hem Models of Information Processing.
11. The Elaboration Likelihood Model of Persuasive Communication.
12. Adoption and Diffusion Processes.
13. Environmental Issues in Marketing Communications.
14. Marketing Communications Renaissance - A Time for Perfection.
15. Marketing Communications Activities.
16. Advertising.
17. Sales Promotion.
18. Direct Marketing.
19. Personal Selling - Management and Organisation.
20. Marketing Public Relations.
21. Sponsorship.
22. Internet (International Context).
23. Relationship Marketing.
24. The Relationship Among Advertisers, Agencies Media and Target Audiences.
25. The Argument for Advertising Agency Remuneration.
26. Measuring the Success Rate: Evaluating the Marketing Communications Process and Marcom Programmes.
27. Developing a Research Framework: Hints and Guides for Dissertations.
28. Role and Function - Principles and Practice Revisited.
Bibliography.
Index.

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  • ISBN-10: 1861521960
  • ISBN-13: 9781861521965
  • RETAIL $74.95
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