Marketing Communication

New Approaches, Technologies, and Styles
Erscheinungsjahr 2005
ISBN: 978-0-19-927695-0
Verlag: OUP Oxford

Buch, Englisch, 320 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 488 g

Cutting edge perspectives from both academics and practitioners
- Presents an up-to-date overview and analysis of developments in all areas of marketing communication
- Looks at the changes to communication and consumer responses brought about by new technologies
- Strong international group of contributors

Marketing Communication: New Approaches, Technologies, and Styles brings together leading authorities from both academia and the marketing industry to provide a comprehensive overview and analysis of the rapidly changing world of marketing communication in the 21st Century. Containing a broad tableau of perspectives, the book reflects the insights and experiences of academics and practitioners from both sides of the Atlantic.

With its timely and in-depth focus on contemporary and evolving trends in marketing communication, this book will be of interest to a diverse audience of academics, students, and marketing professionals. Primarily intended as a supplemental reader for undergraduate, graduate, and MBA courses, the focus on emerging developments in the field will also appeal to a broad range of researchers and marketing professionals

Contents
- Allan J. Kimmel: Introduction: Marketing Communication in the New Millennium
- Part I: New Approaches to Marketing Communication
- 1 Maurice Lévy and Dan O'Donoghue: New Trends in the Promotion of Companies and Brands to Stakeholders: A Holistic Approach
- 2 Matthew S. Eastin and Terry Daugherty: Past, Current, and Future Trends in Mass Communication Research
- 3 James Fitchett: The 21st Century Consumer Society
- 4 Albert M. Muñiz, Jr. and Thomas C. O'Guinn: Marketing Communications in a World of Consumption and Brand Communities
- 5 H. David Hennessey: Marketing Communications Trends in the Emerging Global Marketplace
- Part II: Developments in Marketing Communication Technologies
- 6 Tina M. Lowrey, L. J. Shrum, and John A. McCarty: The Future of Television Advertising
- 7 John O'Connor, Eamonn Galvin, and Martin Evans: Electronic Marketing and Marketing Communications: The Role of Technology
- 8 Chris Fill: The Influence of Technology on Below-the-Line Marketing Communications
- 9 Thomas W. Gruen: Integrated Marketing Communications and the Emerging Role of the Web Site
- 10 George R. Silverman: Word of Mouth: The Oldest, Newest Marketing Medium
- Part III: Rethinking Marketing Communication Styles
- 11 A. Fuat Firat and Lars Thøger Christensen: Marketing Communication in a Postmodern World
- 12 Eric J. Arnould and Elisabeth Tissier-Desbordes: Hypermodernity and the New Millennium: Scientific Language as a Tool for Marketing Communications
- 13 Janet L. Borgerson and Jonathan E. Schroeder: Identity in Marketing Communications: An Ethics of Visual Representation
- 14 Douglas Brownlie and Michael Saren: The Communication of Marketing: A Critical Analysis of Discursive Practice

Zielgruppe

Advanced undergraduate and graduate students, researchers, and academics of Marketing as well as marketing professionals and those taking professional marketing courses (e.g. Chartered Institute of Marketing).

Autoren/Hrsg.

Kimmel, Allan J.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel

Über Autor(innen)

Allan J. Kimmel, Professor of Marketing, ESCP-EAP, European School of Management, Paris

Contributors: Eric Arnould, E. J. Faulkner Professor of Agribusiness and Marketing and Interim Director of Agribusiness Programs in the College of Business Administration at the University of Nebraska, Lincoln Janet Borgerson, Lecturer in the University of Exeter School of Business and Economics Douglas Brownlie, Professor of Marketing at the University of Stirling Lars Thøger Christensen, Professor of Marketing Communications, The University of Southern Denmark, Odense Terry Daugherty, Assistant Professor in the Department of Advertising at the University of Texas at Austin Matthew S. Eastin, Assistant Professor, the School of Communication, Ohio State University Martin Evans, Cardiff Business School Chris Fill, Principal Lecturer in Marketing and Strategic Management, University of Portsmouth A. Fuat Firat, Visiting Professor of Marketing at the University of Southern Denmark, Odense James Fitchett, Senior Lecturer in Marketing, Nottingham University Business School Eamonn Galvin, Marketing Consultant to General Electric, Diageo, Aer Lingus, Ericsson and Microsoft Tom Gruen, Associate Professor of Marketing and e-Commerce, the University of Colorado, Colorado Springs H. David Hennessey, Professor of Marketing, Babson College Allan J. Kimmel is Professor of Marketing at ESCP-EAP, European School of Management, Paris Maurice Lévy, Chairman & Chief Executive Officer of the Publicis Groupe Tina M. Lowrey, Associate Professor of Marketing at the University of Texas, San Antonio John A. McCarty, School of Business, The College of New Jersey in Ewing, New Jersey Albert M. Muñiz, Jr., Assistant Professor of Marketing, DePaul University John O´Connor, Director, HotOrigin, Dublin Dan O'Donoghue, Head of Strategic Planning, Publicis Worldwide Thomas C. O'Guinn, Professor of Advertising and Business Administration and Professor of Sociology, University of Illinois Michael A. J. Saren, Professor of Marketing, Leicester University Management Centre Jonathan Schroeder, Chair of Marketing, University of Exeter School of Business and Economics, and Visiting Professor in Marketing Semiotics, Bocconi University in Milan L. J. Shrum, Associate Professor of Marketing, University of Texas, San Antonio George Silverman, President, Market Navigation, Inc. Elisabeth Tissier-Desbordes, Professor of Marketing at ESCP-EAP, Paris Links to web resources and related information