A Reader in Marketing Communications

Front Cover
Philip J. Kitchen
Taylor & Francis, 2005 - Business & Economics - 273 pages
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Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix.

Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area – the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers.

Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.

 

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Contents

Philip J Kitchen
1
Don E Schultz
10
The integrated communications landscape
24
Identifying research opportunities using the directresponse
26
Patrick de Pelsmacker
41
Representative studies
43
Descriptive statistics
53
Descriptive statistics
62
Chapter 7
155
Lynne Eagle
157
Preference for Shell and awareness of sponsorship
166
Spain and Portugal
170
brand used by Ferrari
173
Lynne Eagle
178
Whats left for Sales?
181
Changing buyerseller relationships
188

Effects of argument versus emotion by market age
64
Patrick de Pelsmacker
78
Identifying relevant consumer characteristics
84
Summary of hypothesized relationships
88
Fit of four alternative model specifications
94
Psychographic correlates of segments
101
FROM DIRECT MAIL TO DIRECT RESPONSE MARKETING
116
Figure 1
129
Philip J Kitchen
133
The descriptive model of this research
142
The pressure for total integrated marketing
195
Patrick de Pelsmacker
199
Cognitive and affective content and design variables
204
Interaction effects
209
Don E Schultz
215
Don E Schultz
236
Linking marketbased assets to shareholder value
249
Reducing volatility in cash flows
257
Philip J Kitchen
272
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About the author (2005)

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

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