Normal view MARC view

Marketing communications: a European perspective

Author: Geuens, Maggie ; Van den Bergh, Joeri ; De Pelsmacker, PatrickPublisher: Prentice Hall, 2007.Edition: 3rd ed.Language: EnglishDescription: 610 p. : Graphs/Photos ; 25 cm.ISBN: 0273706934Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.123 .P457 2007
(Browse shelf)
001192313
Available 001192313
Book Middle East Campus
Main Collection
Print HF5415.123 .P457 2007
(Browse shelf)
500004096
Available 500004096
Total holds: 0

Includes bibliographical references and index

Digitized

Marketing Communications A European Perspective Contents About the authors Preface Authors' acknowledgements Publisher's acknowledgements xi xiii xvi xvii 1 1 1 2 2 5 8 11 22 27 28 30 30 31 32 32 33 36 39 39 39 40 40 43 45 50 51 58 59 62 63 63 Case 2: Barco, Visibly Yours References 64 70 3 How marketing communications work 1 Integrated communications Chapter outline Chapter objectives Introduction Marketing and the instruments of the marketing mix The communications mix Integration of marketing communications Integration of corporate communications Factors leading to integrated marketing and corporate communications Levels of integration Barriers to integrated communications Client-agency relations and IMC The integrated communications plan Summary Review questions Further reading Case 1: Marie Jo and PrimaDonna: when luxury meets quality References 2 Branding Chapter outline Chapter objectives Introduction Brands Successful brands Brand strategies Brand portfolio Brand equity Benefits of branding Marketing communications and brand equity Summary Review questions Further reading 73 Chapter outline 73 Chapter objectives 73 Introduction 74 Hierarchy-of-effects models 74 Attitude formation and change 77 High elaboration likelihood, cognitive attitude formation 83 Low elaboration likelihood, cognitive attitude formation 88 High elaboration likelihood, affective attitude formation 90 Low elaboration likelihood, affective attitude formation 91 High elaboration likelihood, behavioural attitude formation 96 Low elaboration likelihood, behavioural attitude formation 98 Causes and consequences of irritation evoked by advertising 99 Advertising and brand confusion 102 Summary 104 Review questions 104 Further reading 105 Case 3: Mobistar: always together, never alone 105 References 114 118 118 118 119 119 120 129 131 133 138 4 Target groups Chapter outline Chapter objectives Introduction The segmenting-targeting-positioning framework Market segmentation Requirements for effective segmentation Targeting Positioning Primary and secondary target groups Summary Review questions Further reading Case 4: Electrolux: taking care of new born babies and their parents References 139 139 140 140 144 146 146 146 147 147 158 162 164 166 167 167 167 171 Campaign implementation Summary Review questions Further reading Case 7: Launching the Citroen Xsara Picasso and relaunching the Volkswagen Sharan References 212 213 213 213 214 218 223 223 223 224 224 225 237 246 251 251 252 252 260 263 263 263 264 264 265 267 276 279 285 285 285 286 289 290 290 290 291 291 297 302 306 308 310 313 5 Objectives Chapter outline Chapter objectives Introduction Marketing communications objectives Stages in the product life cycle and marketing communications objectives Consumer choice situations and marketing communications objectives Corporate communications objectives Summary Review questions Further reading Case 5: Dove - Campaign for real beauty References 8 Media planning Chapter outline Chapter objectives Introduction The media planning process Media objectives Selecting media Media context Summary Review questions Further reading Case 8: Relaunching Nizoral in Russia References 9 Advertising research Chapter outline Chapter objectives Introduction Strategic advertising planning and the role of research Strategic advertising research Pre-testing of advertising Post-testing of advertising Advertising campaign evaluation research Summary Review questions Further reading Case 9: Building added brand value for Smiths and transferring it to Lay's References 6 Budgets 172 Chapter outline 172 Chapter objectives 172 Introduction 173 How the communications budget affects sales 173 Communications budgeting methods 176 Factors influencing budgets 183 Budgeting for new brands or products 185 Summary 186 Review questions 187 Further reading 187 Case 6: Budgeting in the automobile industry 187 References 190 7 Advertising Chapter outline Chapter objectives Introduction Types of advertising Campaign development Message strategy Creative idea Geative appeals Rational appeals Emotional appeals Endorsers 191 191 191 192 192 194 195 198 201 201 205 211 10 Public relations Chapter outline Chapter objectives Introduction Public relations as a communications tool Target groups, objectives and tasks Instruments and channels Budgets Measuring public relations results Communications in times of crisis Summary Review questions Further reading Case 10: SUEZ: Liquefied Natural Gas in New England References 313 314 314 318 320 320 320 321 321 323 324 328 330 332 341 342 345 346 346 11 Sponsorship Chapter outline Chapter objectives Introduction Sponsorship: what it is and what it is not How sponsorship works The growing importance of sponsorship Target groups Objectives Types of sponsorship Budgets Measuring sponsorship effectiveness Summary Review questions Further reading Case 11: Sponsoring championship football France 98, Euro 2000 and the Nordic 2008 proposal References Database marketing Relationship marketing Measuring direct marketing effectiveness Summary Review questions Further reading Case 13: Direct marketing at Tesco 'Join the Club . . References 397 402 405 407 408 409 409 413 415 415 415 416 416 418 421 425 426 427 428 431 433 433 434 434 436 439 439 439 440 440 442 444 449 452 454 455 456 457 457 457 461 14 Point-of-purchase communications Chapter outline Chapter objectives Introduction The importance of point-of-purchase communications Objectives and tools of point-of-purchase communications The effectiveness of point-of-purchase communications tools Store image Store organisation Product presentation Store atmospherics Packaging Summary Review questions Further reading Case 14: POP in the c-store - the case of Red Bull References 347 350 353 353 353 354 354 356 359 368 370 373 376 377 377 377 380 382 382 382 383 383 385 389 12 Sales promotions Chapter outline Chapter objectives Introduction The growing importance of sales promotions Objectives and target groups Consumer promotions Trade promotions Are sales promotions effective? Sales promotions research Summary Review questions Further reading Case 12: Febreze - safely eliminating odours References 15 Exhibitions and trade fairs Chapter outline Chapter objectives Introduction Types of exhibitions and trade fairs The role of exhibitions in marketing communications Objectives and target groups Planning an exhibition Assessing effectiveness Limitations of fairs and exhibitions On-line trade shows Summary Review questions Further reading Case 15: Etap - unsinkable sailing pleasure References 13 Direct marketing Chapter outline Chapter objectives Introduction Direct marketing as a marketing communications technique Objectives and target groups Direct marketing media and tools 16 Personal selling Chapter outline Chapter objectives Introduction Personal selling as a marketing communications instrument The personal selling process Planning and organising the salesforce Recruiting and selecting the salesforce Training, motivating and compensating the salesforce Performance evaluation Summary Review questions Further reading Case 16: Tele Atlas - the reference in digital mapping References 463 463 463 464 464 468 473 476 477 479 480 481 481 481 486 488 488 488 489 489 495 496 509 511 516 517 524 524 525 18 Business-to-business communications Chapter outline Chapter objectives Introduction Business-to-business marketing, target groups and products Differences between business and consumer marketing Business buying behaviour and marketing communications Marketing communications in a business-to-business environment Summary Review questions Further reading Case 18: From Union Minière to Umicore: rebranding and repositioning an industrial company References 532 532 532 533 533 534 537 543 549 550 550 550 555 557 557 557 558 558 558 560 570 572 576 582 583 583 584 590 593 595 17 E-communication Chapter outline Chapter objectives Introduction The growing importance of e-media E-communications objectives E-marketing tools Mobile marketing Interactive television Relationship marketing and the Internet Tracking the effectiveness of e-communications Summary Review questions Further reading Case 17: NOKIA CONCEPT LOUNGE: creating online buzz around the brand References 19 International communications Chapter outline Chapter objectives Introduction Why go international? The international communications process Cultural differences and marketing communications International media use International regulations Standardisation or adaptation Summary Review questions Further reading Case 19: L'Oreal's Biotherm and Biotherm Homme: a global brand of skin care products References Name index Subject index 525 529

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