Integrated advertising, promotion and marketing communications (4th ed )
Auteurs : CLOW Kenneth E, BAACK Donald E
Preface
PART 1 THE IMC FOUNDATION
1 Integrated Marketing Communications
Ron Jon Surf Shop
Overview
Communication and IMC Programs
Integrated Marketing Communications
An Integrated Marketing Communications Plan
IMC Components
The Foundation
Advertising Management and Advertising Tools
Communication Channels and Media Tools
Promotional Tools
Integration Tools
Refining the IMC Program
The Value of IMC Plans
Information Technology
Changes in Channel Power
Increases in Competition
Brand Parity
Integration of Information
Decline in the Effectiveness of Television Advertising
International Implications
2 Corporate Image and Brand Management
Gucci: One Strong Brand Works with Others
Overview
Corporate Image
Components of a Corporate Image
The Role of a Corporate Image-Consumer Perspective
The Role of a Corporate Image-Business-to-Business Perspective
The Role of a Corporate Image-Company Perspective
Promoting the Desired Image
Creating the Right Image
Rejuvenating an Image
Changing an Image
Corporate Name
Corporate Logos
Branding
Developing a Strong Brand Name
Brand Equity
Steps to Building Brand Equity
Measuring Brand Equity
Brand Extensions and Flanker Brands
Co-Branding
Private Brands
Packaging
New Trends in Packaging
Labels
Positioning
Other Elements of Positioning
Ethical Issues in Brand Management
International Implications
3 Buyer Behaviors
Apple's IPhone
Overview
Consumer Purchasing Process
Information Search
Internal Search
External Search
Consumer Attitudes
Consumer Values
Cognitive Mapping
Evaluation of Alternatives
The Evoked Set Method
The Multiattribute Approach
Affect Referral
Trends in the Consumer Buying Environment
Age Complexity
Gender Complexity
Individualism
Active, Busy Lifestyles
Cocooning
Pleasure Pursuits
Health Emphasis
Business-to-Business Buyer Behavior
Factors Affecting Members of Business Buying Centers
Organizational Influences
Individual Factors
Types of Business-to-Business Sales
The Business-to-Business Buying Process
Identification of Needs
Establishment of Specifications
Identification of Vendors
Vendor Evaluation
Vendor Selection
Negotiation of Terms
Postpurchase Evaluation
Dual Channel Marketing
International Implications
4 Promotions Opportunity Analysis
PETsMART
Overview
Promotions Opportunity Analysis
Communication Market Analysis
Competitors
Opportunities
Target Markets
Customers
Product Positioning
Establishing Marketing Communications Objectives
Establishing a Communications Budget
Types of Budgets
The Percentage of Sales Method
The Meet-the-Competition Method
The 'What We Can Afford' Method
The Objective and Task...
Date de parution : 02-2009
Ouvrage de 480 p.
21.6x27.6 cm