MARKETING COMMUNICATIONS

Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Publisher: [Place of publication not identified] : ROUTLEDGE, 2020Description: 1 Online-Ressource (1 online resource)ISBN:

1000176517
1000176657
9781000176650
9781000176513

Subject(s):

Additional physical formats: 0429447043 | 9780429447044 | 0429447043 | 9780429447044 | Erscheint auch als: 0429447043 Druck-AusgabeDDC classification:

658.8/02

LOC classification:

HF5415.123

Online resources:

Zugang im Netz des KIT

Summary: 4 Analysing the Integrated Marketing Communications Environment -- Introduction -- The First Step: Setting Clear Objectives -- The Business Mission -- Corporate Objectives -- Marketing Objectives -- IMC Objectives -- Understanding the IMC Environment -- Social Factors -- Political Factors -- Economic Factors -- "Natural" Factors -- Technological Factors -- Market Analysis -- Market Size and Dispersion -- Access to/ Preference for Specific Communications Channels -- Market Growth -- Potential ROI From Communications Activity -- Market Trends -- Segmentation and TargetingSummary: Barriers to Successful Integration of Marketing Communications Elements -- Summary -- Review Questions -- Recommended Reading -- Case Study 1.1: Graduates Yorkshire Recruitment -- Notes -- 2 Introducing Communication -- Introduction -- What is Communication? -- How Does Communication Work? -- Communication in a Mass Market -- Messages, Media and Marketing Communications: Getting it Right -- Identifying the Right Target Market(s) At Every Level -- Undifferentiated Message/ Undifferentiated Medium -- Differentiated Message/ Undifferentiated Medium -- Undifferentiated Message/ Differentiated MediumSummary: Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- About the Authors -- 1 Marketing Communications as a Strategic Marketing Tool -- Introduction -- Retailer Influence, Product, Services, Business-To-Business and Social Marketing -- Retail Marketing Mix (Including the Rise of Online Conglomerates) -- Social Marketing -- Services -- Business to Business -- Integration -- Environmental Turbulence: The Effect of New Media Forms -- Changes to Marketing Communications Over TimeSummary: Differentiated Message/ Differentiated Medium -- Markets: More than Just Consumers and Customers! -- Crossing Borders -- Getting the Target Market's Attention -- Using Reference Groups to Gain Attention -- Overcoming Cognitive Dissonance -- Creating Messages that Mean Something -- Decoding the Concept of "Codes" -- Consumers as Co-producers of Meaning -- Noise as a Disruptor of Communication -- Does "Digital" Really Change Things? -- Summary -- Review Questions -- Recommended Reading -- Case Study 2.1: Growing Food Glorious Food -- Notes -- 3 Ethical Issues and Current Challenges -- IntroductionSummary: Sectors Generating High Levels of Ethical Concerns -- Marketing Communications and Children -- Alcohol, Tobacco and Gambling -- Pharmaceutical Marketing Communication -- Idealised Beauty -- Financial Services -- Digital Communication -- Scepticism Regarding Corporate Social Responsibility and Potential "Greenwashing" -- Communication with Consumers with Low Literacy Levels -- Ethics, Regulation and Communication -- Special Challenges of Social Marketing Communication -- Summary -- Review Questions -- Recommended Reading -- Case Study 3.1: Nestlé -- Ongoing Controversy -- NotesPPN: PPN: 1755155883Package identifier: Produktsigel: BSZ-4-NLEBK-KAUB | ZDB-4-NLEBK

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