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.
Table of Contents
About the Editors. Acknowledgements. Introduction and Overview of Marketing Communications. From Advertising to Integrated Marketing Communications. Reading 1. Advertising: What to Say, When. Reading 2. Sales Promotion. Reading 3. From Direct Mail to Direct Response Marketing. Readings 4 and 5. Marketing PR. Reading 6. Sponsorship. Reading 7. Personal Selling. Reading 8. Internet and the World Wide Web. Reading 9. Roots of Relationship. Marketing. Reading 10. Measuring the Success Rate of Marketing Communications. Reading 11. Summary and Conclusion
'A Reader in Marketing Communications fills a long-standing void in the IMC literature. It does so by providing an excellent overview of the key literature, helpful chapter introductions, important readings in all of the major areas within marketing communication, discussion questions, and case scenarios. This is a much-welcomed book for university students as well as for professionals who want an insightful overview of this important field.' - Charles H. Patti, Queensland University of Technology, Australia