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The Handbook Of International Marketing Communications
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Book Synopsis The Handbook of International Marketing Communications by : Sylvester O. Monye
Download or read book The Handbook of International Marketing Communications written by Sylvester O. Monye and published by Wiley-Blackwell. This book was released on 2000 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of International Marketing Communications provides a broad and detailed overview of international marketing communications in 17 chapters. It covers topics such as global advertising, personality endorsement advertising, international publicity, the role of trade exhibition, personal selling, the internet and advertising, established brands, the theory and practice of sponsorship, and managing a global advertising agency. The book examines all facets of international marketing communications to provide a comprehensive volume offering scope, depth, and quality. The leading contributors include Professor Michael J. Baker, Professor Andrew Ehrenberg, Professor Sam Black, and Professor Eugene Johnson. This book is essential reading for academics, practitioners, and students of marketing and international business.
Book Synopsis The Handbook of Strategic Public Relations and Integrated Communications by : Clarke Caywood
Download or read book The Handbook of Strategic Public Relations and Integrated Communications written by Clarke Caywood and published by McGraw Hill Professional. This book was released on 1997-05 with total page 612 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more importantor more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as: Crisis management Marketing public relations Client-agency relationships Environmental public relations High-tech PR And more!
Book Synopsis Marketing Communications by : Lynne Eagle
Download or read book Marketing Communications written by Lynne Eagle and published by Routledge. This book was released on 2014-08-27 with total page 445 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.
Book Synopsis Integrated Marketing Communications by : Philip J. Kitchen
Download or read book Integrated Marketing Communications written by Philip J. Kitchen and published by Springer Nature. This book was released on 2022-01-03 with total page 379 pages. Available in PDF, EPUB and Kindle. Book excerpt: Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.
Book Synopsis Handbook of Research on International Advertising by : Shintaro Okazaki
Download or read book Handbook of Research on International Advertising written by Shintaro Okazaki and published by Edward Elgar Publishing. This book was released on 2012-01-01 with total page 577 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume.' – Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' – Subhash C. Jain, University of Connecticut, US The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.
Book Synopsis Strategic Integrated Marketing Communications by : Larry Percy
Download or read book Strategic Integrated Marketing Communications written by Larry Percy and published by Taylor & Francis. This book was released on 2023-03-03 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with ‘desktop’ tools and worksheets for developing and implementing an IMC plan. The 4th edition of this classic textbook has been fully updated throughout, and includes: Updated and expanded coverage of digital media, including issues relating to privacy and media strategy New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing Extended content on international advertising and shared cultural values The introduction of a channels-based typology of marketing communication Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management.
Book Synopsis The IMC Handbook by : J. Stephen Kelly
Download or read book The IMC Handbook written by J. Stephen Kelly and published by Racom Books. This book was released on 2015 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: A collection of essay and cases on customer-centered marketing by educators and practitioners in the field. "As long as there have been buyers, makers and sellers, there have been marketing challenges and opportunities. Historically ... the seller had immediate and personal contact with the buyer in the market [or] the bazaar ... While the system was personal, it wasn't very efficient ... As the marketplace evolved, it became more complex, [and] the makers and sellers invented what we now call "marketing" to solve the lack of maker/buyer closeness. In its simplest form, marketing is ... a number of activities makers/sellers use in an attempt to close the gap between themselves and the buyer. For example, the maker/seller now uses tools such as customer research, logistics, and distribution, marketing communication, and the like." From Part I, Reading 1
Book Synopsis The IABC Handbook of Organizational Communication by : Tamara Gillis
Download or read book The IABC Handbook of Organizational Communication written by Tamara Gillis and published by John Wiley & Sons. This book was released on 2011-03-21 with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt: The IABC Handbook of Organizational Communication THIS NEW EDITION of The IABC Handbook of Organizational Communication contains a comprehensive collection of practical knowledge about successful corporate communication and its effect on an organization as a whole. Thoroughly revised and updated to meet the realities of today’s organizational environment, the second edition of The IABC Handbook of Organizational Communication includes fresh case studies and original chapters. This vital resource contains information that is relevant to communicators in any organization, from global conglomerates to small businesses, public companies to private firms, and for-profits to nonprofits. The expert contributors cover a wealth of relevant topics, including how to excel at executive communication and executive coaching, an in-depth examination of communication counsel, a review of communication and ethics as a whole, a review of corporate social responsibility and sustainability issues, and how to prepare for communication during a crisis. The book also contains information on current issues and trends such as the effects of the recent recession and new technologies that affect strategic communication management. A review of internal and employee communication issues, the growing need for international and multicultural communication, and strategies for combining traditional and social media are explored in detail. Whether you are a professional communicator or a corporate executive without a background in the communication discipline, you will gain new insight into traditional and emerging issues in organizational communication and learn what it takes to reach stakeholders both inside and outside the organization.
Book Synopsis The Handbook of International Advertising Research by : Hong Cheng
Download or read book The Handbook of International Advertising Research written by Hong Cheng and published by John Wiley & Sons. This book was released on 2014-01-21 with total page 574 pages. Available in PDF, EPUB and Kindle. Book excerpt: This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers
Book Synopsis Principles of Integrated Marketing Communications by : Lawrence Ang
Download or read book Principles of Integrated Marketing Communications written by Lawrence Ang and published by Cambridge University Press. This book was released on 2021-02-23 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.
Book Synopsis Essentials of Marketing by : Paul Baines
Download or read book Essentials of Marketing written by Paul Baines and published by Oxford University Press, USA. This book was released on 2013 with total page 438 pages. Available in PDF, EPUB and Kindle. Book excerpt: Building on the outstanding success of Baines, Fill and Page's bestselling textbook, 'Essentials of Marketing' has arrived. This is the must have textbook for students looking to excel in their studies and careers.
Book Synopsis Marketing Communication Policies by : Rainer Busch
Download or read book Marketing Communication Policies written by Rainer Busch and published by Springer Science & Business Media. This book was released on 2006-10-30 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: By summing up the authors’ lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. There are comprehensive illustrations, cases, questions for discussion, and case solutions.
Book Synopsis The Handbook of Strategic Public Relations and Integrated Marketing Communications 2/E by : Clarke Caywood
Download or read book The Handbook of Strategic Public Relations and Integrated Marketing Communications 2/E written by Clarke Caywood and published by McGraw Hill Professional. This book was released on 2011-12-28 with total page 926 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Definitive Guide to PR and Communications—updated with the newest social media and brand-reputation tools and techniques The most authoritative, comprehensive resource of its kind, The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, is a gathering of 70 of the brightest, most influential figures in the field. It includes 27 new chapters as well as 44 new authors addressing the major changes in the field since the last edition: the use of social media in business, demanding and growing stakeholder relationships and a new era of openness and transparency to protect reputations and brands and to prevent crises. Providing best practices for 28 key industries, the handbook is conveniently organized into thematic sections: Introduction to Public Relations and Integrated Communications— research, history, law and ethics Stakeholder Leadership in Public Relations—crisis management, employees, investors, consumers, press, corporate philanthropy and digital communities Current and Continuing Issues in Public Relations—business sustainability, environmental communications, and reputation and brand management Industries and Organizations: Business-to-Consumer and Business-to-Business—automotive, aviation, insurance, hospitality, healthcare, consulting, financial, food, law and energy Each section highlights specific case studies and examples to illuminate exactly how to plan and execute different methods for optimum results. The book concludes with a section on the future of the industry—developing issues, trends and roles of public relations and integrated communications. Use The Handbook of Strategic Public Relations and Integrated Marketing Communications to position your company, your brand and yourself for success for many years to come. Praise for The Handbook of Strategic Public Relations and Integrated Marketing Communications “The second edition of the Handbook of Strategic Public Relations and Integrated Marketing Communications is very impressive in its coverage of trends, tools, industries, and challenges. Every marketer needs to have a copy.” —Philip Kotler, Kellogg School of Management, Northwestern University, author of Marketing 3.0M ”The massively updated Handbook of Strategic Public Relations and Integrated Marketing Communications is the go to source for an overview of the fast changing field of PR and the central role it plays in marketing. An easy to read mélange of case studies from a wide variety of industries, commentaries on trends in the field, and insights on the links between theory and practice, it guides the reader through an increasingly complex—and ubiquitous—discipline.” —Jerry Swerling, Professor and Director of Public Relations Studies, and Director of Strategic Communication, PR Center, Annenberg School for Communication and Journalism, University of Southern California ”The Handbook is a fresh look at strategic public relations with great insights from top public relations professionals. Invaluable advice and a must read for all PR practitioners.” —Jane Ostrander, Vice President, Global Communications, Tenneco ”Few writers, and even fewer thinkers, in the world of public relations have the breadth and depth of experience shown by Clarke Caywood. The Second Edition of his Handbook of Strategic Public Relations demonstrates that range of experience in exquisite detail. Assembled here you’ll find the finest minds and biggest names in the profession. No PR practitioner or student of the art can afford to be without this superb collection.” —James S. O'Rourke, IV, Ph.D., Teaching Professor of Management, Mendoza College of Business, University of Notre Dame “A must-read that gives an ever greater importance to the human person as a stakeholder, and the object for which an organization is driven to do good, as a cornerstone for profitability.” — Jerry G. Kliatchko, Ph.D., Dean, School of Communication, University of Asia and the Pacific (UA&P), Manila, Philippines ”How can companies survive in the era of global competition? This book offers valuable clues from the perspective of managing a successful relationship with its stakeholders.” —Kimihiko Kondo, Dean and Professor of Marketing, Graduate School of Business, Otaru University of Commerce, Otaru, Hokkaido, Japan ”Caywood’s stakeholder approach distinguishes PR from other management fields. His book fully covers the stakeholder challenge across industries.” —Debbie Treise, Ph.D., Professor/Associate Dean Graduate Studies, College of Journalism and Communications, University of Florida "This second edition will certainly provide readers with an advanced understanding of public relations in a rapidly changing IMC environment." —Dean M Krugman, Professor Emeritus, Department of Advertising and Public Relations, University of Georgia "Clarke Caywood's PR Handbook provides invaluable counsel on every major issue facing today's public relations practitioner. Non-PR executives also will gain important communication insights from 70 of the greatest minds in public relations.” —Ron Culp, Public Relations Consultant and Director, MA Program in Public Relations and Advertising, DePaul University ”In this 21st Century age of Integrated Marketing Communications, Dr. Clarke Caywood has compiled the blueprint on how to approach Public Relations in these contemporary times.” —J.P. James, Senior Partner, Engagement Marketing, MEC & Assistant Adjunct Professor, CUNY Hunter College and New York University ”Our function’s number-one objective is develop and successfully execute communications strategies that help our companies and organizations win in the marketplace, and Clarke Caywood’s Handbook of Strategic Public Relations and Integrated Marketing Communications provides students of our profession the best in real-world thinking and successful execution.” —Jim Spangler, Vice President, Chief Communications Officer, Navistar, Inc.
Book Synopsis The Role of Language and Symbols in Promotional Strategies and Marketing Schemes by : Epure, Manuela
Download or read book The Role of Language and Symbols in Promotional Strategies and Marketing Schemes written by Epure, Manuela and published by IGI Global. This book was released on 2018-09-28 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.
Book Synopsis Handbook of International and Intercultural Communication by : Molefi Kete Asante
Download or read book Handbook of International and Intercultural Communication written by Molefi Kete Asante and published by SAGE Publications, Incorporated. This book was released on 1989-05-01 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in paperback, this indispensable volume summarizes the state of the art in international, intercultural and developmental communication and sets the agenda for future research. It includes: an overview of major theoretical and applied issues; processes and effects in international and intercultural communication; contexts; and issues of conducting research on culture, language and communication. The volume frames the critical issues facing scholars studying language and communication, stimulates new theoretical formulations, demonstrates the application of diverse methods of research, and provides the basis for finding solutions to critical issues facing the modern world.
Book Synopsis Handbook of Research on Integrating Social Media into Strategic Marketing by : Hajli, Nick
Download or read book Handbook of Research on Integrating Social Media into Strategic Marketing written by Hajli, Nick and published by IGI Global. This book was released on 2015-04-30 with total page 462 pages. Available in PDF, EPUB and Kindle. Book excerpt: To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.
Book Synopsis Integrated Marketing Communications in Risk and Crisis Contexts by : Robert S. Littlefield
Download or read book Integrated Marketing Communications in Risk and Crisis Contexts written by Robert S. Littlefield and published by Rowman & Littlefield. This book was released on 2021-03-09 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: Integrated Marketing Communications in Risk and Crisis Contexts is part of the Lexington Books Integrated Marketing Communication (IMC) series. The authors present a culture centered model for examining risk and crisis communication within the context of IMC to provide a more robust understanding of myriad cultural variables affecting the perception of risk and crisis messages and the means by which these messages are processed by different publics, particularly multicultural and international groups. While the conceptualization of what constitutes IMC has been broad, from the perspective of risk and crisis communication, the focus is quite specific: All communication and messages created and disseminated in a risk or crisis situation must be carefully created and strategically presented if the intended outcomes associated with the publics' responses are to be realized by the sender of the messages.
