广告、促销与整合营销传播:英文版9787300285689
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￥ 43.28 6.3折 ￥ 69 全新
库存10件
广东广州
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作者(美)肯尼思·克洛//唐纳德·巴克
出版社中国人民大学出版社
ISBN9787300285689
出版时间2019-02
装帧平装
开本16开
定价69元
货号10670648
上书时间2024-12-04
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作者简介
唐纳德·巴克（Donald Baack）匹兹堡州立大学管理学教授，1988年起在该校任教。南方管理协会和内布拉斯加州经济和商业协会会员。在学术期刊上发表文章100多篇，撰写著作十余部。, 肯尼思·克洛（Kenneth E．Clow）路易斯安那大学门罗分校工商管理学院营销系教授。1992年获得阿肯色大学博士学位。曾担任北卡罗来纳大学彭布罗克分校校长和匹兹堡州立大学MBA主任。在学术期刊上发表文章200多篇，撰写著作多部。
目录
PREFACE
Part One THE IMC FOUNDATION
1 INTEGRATED MARKETING COMMUNICATIONS
The Nature of Communication
Integrated Marketing Communications
Emerging Trends in Marketing Communications
IMC Components and the Design of this Text
International Implications
2 BRAND MANAGEMENT
Corporate and Brand Image
Brand Names and Brand Types
Brand Logos
Identifying the Desired Brand Image
Developing and Building Powerful Brands
Private Brands
Packaging
International Implications
3 BUYER BEHAVIORS
Information Searches and the Consumer Purchasing Process
Evaluation of Alternatives
Trends in the Consumer Buying Environment
Business-to-Business Buyer Behaviors and Influences
Types of Business-to-Business Sales
The Business-to-Business Buying Process
Dual Channel Marketing
International Implications
4 THE IMC PLANNING PROCESS
Communications Research
Market Segmentation by Consumer Groups
Business-to-Business Market Segmentation
Product Positioning
Marketing Communications Objectives
Types of Budgets
IMC Components
Integrated Cam paigns in Action
Part Two IMC ADVERTISING TOOLS
5 ADVERTISING CAMPAIGN MANAGEMENT
Advertising Theory
The Impact of Advertising Expenditures
In-House Versus External Advertising Agencies
Choosing an Agency
Roles of Advertising Personnel
Advertising Campaign Parameters
The Creative Brief
International Implications
6 ADVERTISING DESIGN
Message Strategies
Types of Advertising Appeals
Executional Frameworks
Sources and Spokespersons
7 TRADITIONAL MEDIA CHANNELS
The Media Strategy
Media Planning
Advertising Terminology
Achieving Advertising Objectives
Media Selection
Media Mix
Media Selection in Business-to-Business Markets
Integrated Campaigns in Action
Part Three DIGITAL AND ALTERNATIVE MARKETING
8 DIGITAL MARKETING
Digital Marketing
Web 4.0
E-Commerce
Mobile Marketing
Digital Strategies
Web Advertising
Search Engine Optimization (SEO)
International Implications
9 SOCIAL MEDIA
Social Networks
Social Media Sites
Social Media Marketing
Social Media Marketing Strategies
International Implications
10 ALTERNATIVE MARKETING
Alternative Marketing Programs
Product Placements and Branded
Entertainment
Alternative Media Venues
In-Store Marketing
Brand Communities
International Implications
Integrated Campaigns in Action
Part Four IMC PROMOTIONAL TOOLS
11 DATABASE AND DIRECT RESPONSE MARKETING ANT PERSONAL SELLING
Database Marketing
Database-Driven Marketing Communications
Database-Driven Marketing Programs
Direct Response Marketing
Personal Selling
International Implications
12 SALES PROMOTIONS
Consumer Promotions vs. Trade Promotions
Consumer Promotions
Planning for Consumer Promotions
Trade Promotions
Concerns with Trade Promotions
International Implications
13 PUBLIC RELATIONS AND SPONSORSHIP PROGRAMS
Public Relations
Public Relations Functions
Creating Positive Image-Building Activities
Preventing or Reducing Image Damage
Sponsorships
Event Marketing
International Implications
Integrated Campaigns in Action
Part Five IMC ETHICS, REGULATION, AND EVALUATION
14 REGULATIONS AND ETHICAL CONCERNS
Marketing communications Regulations
Deception versus Puffery
FTC Settlements
Industry Oversight of Marketing Practices
IMC and Ethics
Marketing and Ethics
Responding to Ethical Challenges
International Implications
15 EVALUATING AN INTEGRATED MARKETING PROGRAM
Evaluation Metrics
Matching Methods with IMC Objectives
Message Evaluations
Evaluation Criteria
Online Evaluation Metrics
Behavioral Evaluations
International Implications
内容摘要
广告、促销和传播是市场营销不可或缺的组成部分。对于市场营销专业的学生来说，了解公司如何有效地与现有客户和潜在客户进行沟通和互动，可以为培养高效的营销技巧打下基础。同时，这将有助于我们在职业生涯中获得成功。
本书将广告、促销及其他营销手段融为一体，提供了实用的整合营销传播框架。全书分为五部分，阐述了整合营销传播中的基础知识、广告工具、媒体工具、促销工具，以及整合营销传播中的伦理、监管和评估。
·强调社交媒体。第8版扩展了该部分内容，包括现今社交媒体营销的方法，以及如何与其他传播策略相结合。
·更新数字媒体相关内容。
·全新的开篇引例和案例资料。
精彩内容
广告、促销和传播是市场营销不可或缺的组成部分。对于市场营销专业的学生来说，了解公司如何有效地与现有客户和潜在客户进行沟通和互动，可以为培养高效的营销技巧打下基础。同时，这将有助于我们在职业生涯中获得成功。
本书将广告、促销及其他营销手段融为一体，提供了实用的整合营销传播框架。全书分为五部分，阐述了整合营销传播中的基础知识、广告工具、媒体工具、促销工具，以及整合营销传播中的伦理、监管和评估。
·强调社交媒体。第8版扩展了该部分内容，包括现今社交媒体营销的方法，以及如何与其他传播策略相结合。
·更新数字媒体相关内容。
·全新的开篇引例和案例资料。
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