A Reader in Marketing Communications

Front Cover
Philip J. Kitchen
Taylor & Francis, 2005 - 273 pages

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.

From inside the book

Contents

MARKETING COMMUNICATIONS
1
Don E Schultz
10
Patrick de Pelsmacker
41
Descriptive statistics
53
4
62
Patrick de Pelsmacker
78
12345
88
Effects of psychographic characteristics
97
Lynne Eagle
157
4567
170
Lynne Eagle
178
3
185
7
193
Patrick de Pelsmacker
199
Interaction effects
209
Don E Schultz
215

Don E Schultz
116
Philip J Kitchen
133
2
143
Impact of the debate between the marketing and PR disciplines
147
Chapter 7
155
Don E Schultz
236
Linking marketbased assets to shareholder value
249
34
257
Philip J Kitchen
272
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