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Communication in marketing. --- Marketingcommunicatie. --- Communication in marketing
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This is the first book on buzz or word-of-mouth marketing to focus on the message - not just the mechanics - involved in a successful campaign. Both innovative and practical, it is filled with insightful examples of conversational marketing at work in real campaigns. Kelly's articles have been published in "USA Today", "BrandWeek", "The Wall St. Journal", "Advertising Age", and "Adweek", She speaks frequently on marketing and communications to professional organizations like the American Marketing Association and The Conference Board. Kelly's extensive experience has involved working with both larger, more established organizations as well as smaller startups - and the techniques she includes here can work for any organization.
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Divided into three parts, this book provides cutting edge perspectives from both academics and practitioners on the analysis of developments in all areas of marketing communication.
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"Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications. Marketing Communications applies a uniquely practical approach to the topic, providing a structured overview of planning, development, implementation and evaluation of marketing communications, alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated, the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms, changing media consumption patterns and consumers' strategies to cope with information overload. It also reflects upon consumer skepticism, a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors, such as social marketing and political marketing, as well as the cross-cultural aspect of marketing communications. This textbook is essential reading for both students and professionals in marketing, communications and public relations. Online resources include an extensive instructors' guide, which provides answer checklists to all Thinkboxes, Ethical Issues and End-of-chapter Cases within the book. The text is also supported by PowerPoint slides and test bank for all chapters and major cases"--
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Comment établir une stratégie efficace pour assurer à son entreprise une rentabilité ?Le marketing des résultats commence, à la racine, par une volonté collective de réussite, de qualité de communication et de service au client. C'est par ce biais que vous pourrez prétendre à la rentabilité. Mais si la rentabilité est aussi un état d'esprit, elle ne se résume pas à cela. Pour être atteints et dépassés, les résultats nécessitent la connaissance pointue de techniques spécifiques ainsi que le respect de certains conseils y afférents.L'objectif de cet ouvrage est de vous apporter ces conseils et
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Cambridge Marketing Handbook: Marketing Communications looks at the contemporary integrated communications mix, in the light of the changes in digital marketing and aims to give an overview of the current tools that marketers need to have under their belts. Coverage includes: the purpose and uses of communications; the promotional mix; advertising tools; public relations and media tools; the meaning of consumer behaviour; communications plans and evaluation methods. The Handbook also examines the buyer behaviour theories for B2C and B2C, looking at the elements that make up the process of purc
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This case study illustrates the concept of Brand Purpose and looks at an example of a company using it to position itself in consumers' minds.
Communication in marketing. --- Branding (Marketing) --- Communication in marketing
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