Advertising, promotion and supplemental aspects of integrated marketing communications:
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Fort Worth u.a.
Dryden Press
1997
|
| Ausgabe: | 4. ed. |
| Schriftenreihe: | The Dryden Press series in marketing
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008057960&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XXIV, 589 S. Ill. |
| ISBN: | 0030103525 |
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Datensatz im Suchindex
| _version_ | 1819289253087019008 |
|---|---|
| adam_text | preface vi
ISarti
THE CONCEPT. PRACTICE. AND ENVIRONMENT OF INTEGRATED
MARKETING COMMUNICATIONS 1
CHAPTER 1 • OVERVIEW OF PROMOTION MANAGEMENT
AND INTEGRATED MARKETING COMMUNICATIONS 2
CHAPTER 2 • THE MARKETING COMMUNICATIONS
PROCESS 20
CHAPTERS • ENVIRONMENTAL, REGULATORY. AND
ETHICAL ISSUES IN MARKETING COMMUNICATIONS 40
m
•MART II
TARGETING INTEGRATED MARKETING COMMUNICATIONS 71
CHAPTER 4 • DEMOGRAPHIC. PSYCHOGRAPHIC, AND
GEODEMOGRAPHIC TARGETS OF MARKETING
COMMUNICATIONS 72
CHAPTER 5 • THE COMMUNICATION PROCESS AND
FUNDAMENTALS OF BUYER BEHAVIOR 102
CHAPTER 6 • THE ROLE OF PERSUASION IN MARKETING
COMMUNICATIONS 142
CHAPTER 7 • PRODUCT ADOPTION/DIFFUSION AND
MARKETING COMMUNICATIONS 170
H
¦MART III
PERSONAL SELLING 191
CHAPTERS • PERSONAL SELLING FUNDAMENTALS 192
m
Kart iv
ADVERTISING MANAGEMENT 215
CHAPTER 9 • OVERVIEW OF ADVERTISING
MANAGEMENT 216
CHAPTER 10 • CREATIVE ADVERTISING STRATEGY 248
CHAPTER 11 • MESSAGE APPEALS AND ENDORSERS IN
ADVERTISING 280
CHAPTER 12 • ANALYSIS OF ADVERTISING MEDIA 312
CHAPTER 13 • MEDIA STRATEGY 352
CHAPTER 14 • DIRECT ADVERTISING AND DATABASE
MARKETING 384
CHAPTER 15 • ASSSESSING ADVERTISING
EFFECTIVENESS 406
KtfARTV
SALES PROMOTION MANAGEMENT 439
CHAPTER 16 • OVERVIEW OF SALES PROMOTION
MANAGEMENT 440
CHAPTER 17 • TRADE ORIENTED SALES
PROMOTION 460
CHAPTER II • CONSUMER ORIENTED SALES
PROMOTION 484
P
Kmart vi
SUPPORTIVE MARKETING COMMUNICATIONS TOOLS 523
CHAPTER 19 • POINT OF PURCHASE COMMUNICATIONS
AND THE ROLE OF PACKAGING AND BRANDING 524
CHAPTER 20 • MARKETING PUBLIC RELATIONS AND
SPONSORSHIP MARKETING 552
GLOSSARY 570
CREDIT LIST 578
INDEX 579
xv
preface vi
Bart i
THE CONCEPT. PRACTICE. AND ENVIRONMENT OF INTEGRATED
MARKETING COMMUNICATIONS 1
CHAPTER 1 • OVERVIEW OF PROMOTION MANAGEMENT
AND INTEGRATED MARKETING COMMUNICATIONS 2
Achieving Success with Integrated Marketing
Communications 2
The Backdrop for Today s Marketing Communications
Activities 4
Chapter Objective 4
Enhancing Brand Equity and Managing Brand
Concepts 4
Enhancing Brand Equity 4
Managing Brand Concepts 6
Global Focus: The Wall Came Down and Coke s Sales
Went Up 8
The Nature of Marketing Communications 10
The Marketing Mix and Promotion Management 10
The Elements of Marketing Communications 10
Integrated Marketing Communications 12
A Definition of IMC 12
Focus on Marketing Communications: A Big Challenge
Requires Multiple Integrated Communication Tools 14
Changes in Marketing Communication Practices 15
Obstacles to Implementing IMC 16
Summary 16
CHAPTERS • THE MARKETING COMMUNICATIONS
PROCESS 20
Contemporary Brand Management: The Art of
Reconciliation 20
A Model of the Marketing Communications
Decision Process 22
Marketing Structure 23
Monitoring and Managing the Environment 26
Enhancing Brand Equity 28
The Brand Level Marketing Communications
Decision Process 29
Focus on Marketing Communications: The Decade of
Micromarketing 30
General Choices 30
Specific Choices 33
Global Focus: Advertising Pet Food in South Korea 36
Program Evaluation 37
Summary 37
CHAPTER 3 • ENVIRONMENTAL, REGULATORY. AND
ETHICAL ISSUES IN MARKETING COMMUNICATIONS 40
Trash Bags, Degradability, Ethics, and
Regulation 40
The Environment and Green Marketing
Communications 42
Responses to Environmental Problems 43
What Does the Future Hold for Green Marketing? 46
Global Focus: Loblaws Line of Green Products 48
Who Is the Green Consumer? 49
Regulation of Marketing Communications 49
Federal and State Regulation of Marketing
Communications 50
Regulation of Marketing Communications by State
Agencies 54
Advertising Self Regulation 55
Ethical Issues in Marketing Communications
56
The Ethics of Targeting 57
x v ii
Focus on Marketing Communications: An Adman s Struggle
with Joe Camel and Free Speech 60
Ethical Issues in Advertising 61
Ethical Issues in Public Relations 62
Ethical Issues in Personal Selling and Telemarketing 63
Ethical Issues in Packaging 63
Ethical Issues in Sales Promotions 64
Fostering Ethical Marketing Communications 64
Summary 65
•MART II
TARGETING INTEGRATED MARKETING COMMUNICATIONS 71
CHAPTER 4 • DEMOGRAPHIC, PSYCHOGRAPHIC, AND
GEODEMOGRAPHIC TARGETS OF MARKETING
COMMUNICATIONS 72
The Way It Was: A Dramatically Changed
Marketplace 72
Overview 74
The Importance of Targeting Consumer Groups 74
Population Growth and Geographic Dispersion 75
The Changing Age Structure 75
The Baby Boom Generation 75
Middle Aged and Mature Consumers 78
Children and Teenagers 80
Focus on Marketing Communications: From Healthy
Indulgers to Frail Recluses 80
Generation X 82
Focus on Marketing Communications: The Subsegments of
Gen Xers 83
The Changing American Household 84
The Growth of Nontraditional Households 84
New Roles for Women 86
Global Focus: Worldwide Decline of Traditional
Households 86
Ethnic Population Developments 88
Global Focus: The Modern Japanese Working
Woman 89
African Americans 89
Hispanic Americans 91
Asian Americans 92
Psychographic Targeting 93
Geodemographic Targeting 96
Summary 98
x
CHAPTER 5 • THE COMMUNICATION PROCESS AND
FUNDAMENTALS OF BUYER BEHAVIOR 102
Jeans: Easy to Produce, but Difficult to Market
102
Communication Objectives 104
Objective 1: Building Category Wants 104
Objectives 2 and 3: Creating Brand Awareness, Enhancing
Attitudes, and Influencing Purchase Intentions 104
Objective 4: Facilitating Purchase 105
The Communication Process 105
Elements in the Communication Process 106
Marketing Communications and
Meaning 107
The Nature of Signs 108
The Meaning of Meaning 108
Focus on Marketing Communications: What Is the Meaning
ofNecktie? 109
Meaning Transfer: From Culture, to Object,
to Consumer 110
Signals, Signs, and Symbols 110
Global Focus: Japlish: Meaning Transfer in Japanese
Commerce 115
Summary of Meaning within Marketing
Communications 117
Behavioral Foundations of Marketing
Communications: The Consumer Processing
Model (CPM) 117
Exposure to Information 118
Selective Attention 118
Comprehension of What Is Attended To 122
Agreement with What Is Comprehended 125
Retention and Search/Retrieval of Stored
Information 125
Deciding among Alternatives 131
Acting on the Basis of the Decision 133
A CPM Wrap Up 133
Behavioral Foundations of Marketing
Communications: The HEM Perspective 134
Summary 136
CHAPTER 6 • THE ROLE OF PERSUASION IN MARKETING
COMMUNICATIONS 142
Get Fresh 142
The Nature and Role of Attitudes 144
What Is an Attitude? 144
viii
Persuasion in Marketing Communications 145
The Ethics of Persuasion 146
Multiple Forms of Persuasion 146
Tools of Influence: The Persuader s
Perspective 146
Reciprocation 147
Commitment and Consistency 148
Social Proof 148
Liking 149
Authority 149
Scarcity 149
The Influence Process: The Persuadee s
Perspective 150
Global Focus: The Kiasu Syndrome in Singapore 152
Message Arguments 152
Peripheral Cues 152
Receiver Involvement 152
Receiver s Initial Position 153
An Integrated Model of Persuasion 155
The Central Route 156
Focus on Marketing Communications: Eggs Are Bad for You.
Right? 160
The Peripheral Route 160
Dual Routes 162
Practical Implications: Enhancing Consumers
Processing Motivation, Opportunity, and
Ability 163
Enhancing Processing Motivation 163
Enhancing Processing Opportunity 165
Enhancing the Ability to Process Information 166
Summary 167
CHAPTER 7 • PRODUCT ADOPTION/DIFFUSION AND
MARKETING COMMUNICATIONS 170
The Big Hoopla: Introduction of
Windows 95 170
New Products and Innovation 172
The Degree of Innovation 172
The Role of Marketing Communications 173
The Adoption Process 174
Relative Advantage 175
Global Focus: A Potpourri of Beverage
Introductions 176
Compatibility 178
Focus on Marketing Communications: Polyester: Ittttttt s
Back 180
Complexity 180
Trialability 180
Observability 181
The Diffusion Process 182
Adopter Categories 182
Managing the Diffusion Process 184
Stimulating Word of Mouth Influence 185
Opinion Leaders 186
Summary 187
Hart hi
PERSONAL SELLING 191
CHAPTE 8 • PERSONAL SELLING
FUNDAMENTALS 192
What Qualities Are Liked and Disliked in a
Salesperson? 192
Overview 194
Personal Selling s Role in the Marketing Communications
Mix 194
Attractive Features of Personal Selling 195
Modern Selling Philosophy 196
Selling Activities and Types of Personal Selling
Jobs 197
Selling Activities 197
Global Focus: Selling Japanese Style 198
Types of Sales Jobs 200
Team Selling 202
Salesperson Performance 202
Aptitude 204
Skill Level 204
Motivational Level 205
Role Perceptions 205
Personal Characteristics 206
Adaptability 207
Focus on Marketing Communications: The Androgynous
Salesperson 207
Excellence in Selling 208
Specific Characteristics of High Performers 208
From Selling to Sales Management 211
Summary 211
nix
Bart iv
ADVERTISING MANAGEMENT 215
CHAPTER 9 • OVERVIEW OF ADVERTISING
MANAGEMENT 216
What Do Advertising and Exercise Have in
Common? 216
Overview 218
Investment in the Brand Equity Bank 218
The Magnitude of Advertising 218
Advertising Functions 219
The Advertising Management Process 220
Advertising Strategy 221
Global Focus: Advertising in Emerging Markets: The Case of
China and Russia 222
Strategy Implementation 222
Assessing Advertising Effectiveness 223
Setting Advertising Objectives 224
Who, What, Where, When, and How Often? 224
The Hierarchy of Effects 226
Focus on Marketing Communications: Creating Brand
Awareness Is the Name of the Game 228
Requirements for Setting Good Advertising
Objectives 232
Using Direct versus Indirect Advertising
Objectives 233
Traditional versus Heretical Views on Using Sales Volume as
an Advertising Objective 236
Budgeting for Advertising 238
Advertising Budgeting in Theory 239
Budgeting Considerations in Practice 240
Budgeting Methods 240
Ad Budgeting and Competitive Interference 243
Summary 244
CHAPTER I0 • CREATIVE ADVERTISING
STRATEGY 248
Two of the Greatest Ads in the History of
Advertising 248
What Makes Effective Advertising? 250
Creativity 251
Advertising Plans and Strategy 252
xx
Focus on Marketing Communications: Absolutely
Brilliant! 253
A Five Step Program 254
Constructing a Creative Brief 256
Means End Chains and Advertising
Strategy 257
Means End Chaining 259
Advertising Applications of Means End Chains 259
Alternative Creative Strategies 264
Generic Strategy 264
Preemptive Strategy 264
Unique Selling Proposition Strategy 266
Brand Image Strategy 267
Positioning Strategy 269
Global Focus: Not Necessarily a Better TV, but a Better TV
Commercial 269
Resonance Strategy 270
Emotional Strategy 270
In Sum 271
Corporate Image and Issue Advertising 272
Corporate Image Advertising 273
Corporate Issue (Advocacy) Advertising 275
Summary 276
CHAPTER 11 • MESSAGE APPEALS AND ENDORSERS IN
ADVERTISING 280
Dead Is Alive . . . in Celebrity
Endorsements 280
The Role of Endorsers in Advertising 282
Celebrity Endorsers 282
Typical Person Endorsers 286
Endorser Attributes 288
The Use of Fear Appeals 290
Fear Appeal Logic 290
Appropriate Intensity 291
The Role of Humor in Advertising 292
Focus on Marketing Communications: Who Is the Yes I Am
Character? 294
The Functions of Music in Advertising 295
The Use of Sex Appeals in Advertising 296
Global Focus: Is the Use of Sex Appeal Greater in French or
American Advertising? 296
The Downside of Sex Appeals in Advertising 299
Global Focus: Worldwide Concern about Sex and Decency in
Advertising 300
Subliminal Messages and Symbolic
Embeds 301
Comparative Advertising 303
Summary 305
CHAPTER 12 • ANALYSIS OF ADVERTISING MEDIA 312
For Information about Ragii Spaghetti Sauce, Surf
to http://www.ragu.com 312
Agency Client Relations 314
The Role of an Advertising Agency 314
Advertising Agency Organization 315
Agency Compensation 316
Overview of Major Media 318
Media versus Vehicles 318
Characteristics of Traditional Major Advertising Media 318
A Forewarning 319
Out of Home Advertising 320
Focus on Marketing Communications: Blimps as an
Advertising Medium 321
Billboard Advertising 321
Buying Out of Home Advertising 322
Outdoor Advertising Strengths and Limitations 323
Newspapers 324
Buying Newspaper Space 325
Newspaper Advertising Strengths and Limitations 326
Magazines 327
Buying Magazine Space 328
Magazine Advertising Strengths and Limitations 329
Radio 332
Buying Radio Time 333
Radio Advertising Strengths and Limitations 333
Television 335
Television Programming Segments 336
Network, Spot, Local, and Cable Advertising 336
Focus on Marketing Communications: Increased Advertising
Efficiency via Geodemographic Clustering 338
Television Advertising Strengths and Limitations 339
Infomercials 341
Interactive Advertising Media 342
The Concept of Interactive Media 342
The CD ROM and Virtual Reality 343
xxi
The Internet 343
Global Focus: On line in Europe 344
Alternative Advertising Media 345
Yellow Pages Advertising 346
Video Advertising 346
Product Placements in Movies 347
Potpourri of Alternative Media 347
Summary 347
CHAPTER 13 • MEDIA STRATEGY 352
The Plymouth Renaissance Program 352
The Media Planning Process 354
Selecting the Target Audience 355
Specifying Media Objectives 356
Reach 356
Frequency 357
Weight 358
Global Focus: GRPs in the United States and Mexico 360
Focus on Marketing Communications: What s the Value of
Super Bowl Advertising ? 366
Continuity 366
Cost Considerations 370
Trade Offs, Trade Offs, Trade Offs 371
Media Planning Software 372
Hypothetical Illustration 373
The 1994 Diet Dr. Pepper Campaign 376
Marketing Situation and Campaign Objectives 377
Creative Strategy and Supportive Promotions 377
Media Strategy 378
Results 378
Summary 379
CHAPTER 14 • DIRECT ADVERTISING AND DATABASE
MARKETING 384
Satisfying Prospective Customers Information
Needs 384
Direct Marketing 386
Direct Marketing s Phenomenal Growth 387
The Growth of Business to Business Direct
Marketing 388
Focus on Marketing Communications: You re Invading My
Privacy 389
Direct Response Advertising 389
Direct Mail 391
Global Focus: A Direct Mail Campaign for the Ford Mondeo
in Europe 392
The Role of Databases 393
Catalog Marketing 398
Global Focus: International Expansion by Catalogers 399
Telemarketing and Telemedia 400
Telemarketing 400
Telemedia 401
Telephone Marketing under Attack 402
Summary 402
CHAPTER 15 • ASSESSING ADVERTISING
EFFECTIVENESS 406
The People Meter Controversy 406
Overview of Advertising Research 408
What Does Advertising Research Involve? 408
Idealism Meets Reality in Advertising Research 408
Advertising Research Methods 409
Media Research Methods 410
Magazine Audience Measurement 410
Radio Audience Measurement 413
Television Audience Measurement 414
Message Research Methods 414
Measures of Recognition and Recall 415
Measures of Emotions 420
Measures of Physiological Arousal 421
Focus on Marketing Communications: BBDO s Emotional
Measurement System 422
Measures of Persuasion 424
Measures of Sales Response (Single Source Systems) 429
Global Focus: Single Source Systems in Europe 431
Industry Standards for Advertising
Research 432
Summary 434
¦ *ART V
SALES PROMOTION MANAGEMENT 439
CHAPTER 16 • OVERVIEW OF SALES PROMOTION
MANAGEMENT 440
The Oscars of the Promotion Industry: The Reggie
Awards 440
Introduction to Sales Promotion 442
What Exactly Is Sales Promotion? 442
Sales Promotion Targets 442
Increased Budgetary Allocations to Sales
Promotions 443
Reasons for the Shift 444
Global Focus: Free Nintendo Games Lead to Increased
Sales 447
Sales Promotion Capabilities and
Limitations 447
What Sales Promotions Can Accomplish 447
Focus on Marketing Communications: The Effective Use
of Sales Promotion to Encourage Trial and Repeat
Purchasing 449
What Sales Promotions Cannot Accomplish 450
When Is Sales Promotion Dealing
Profitable? 451
Consumer Responsiveness to Sales Promotion
Deals 451
Profit Implications for Each Sales Promotion Consumer
Category 453
In Conclusion 456
Summary 457
CHAPTER 17 • TRADE ORIENTED SALES
PROMOTION 460
Street Money 460
Introduction to Trade Promotion 462
The Nature and Objectives of Trade Promotion 462
Types of Trade Promotions 463
Trade Allowances 463
Off Invoice Allowances 463
Bill Back Allowances 464
Slotting Allowances 464
Exit Fees 466
Forward Buying and Diverting 466
The Practice of Everyday Low Pricing (EDLP) 469
Efficient Consumer Response (ECR) 470
Pay for Performance Programs 470
Cooperative Advertising and Vendor Support
Programs 472
Cooperative Advertising 472
Vendor Support Programs 474
Trade Contests and Incentives 475
xxii
Focus on Marketing Communications: An Integrated Sales
Promotion to Introduce Almay s Wetproof 475
Point of Purchase Materials 476
Training Programs 477
Global Focus: How an Unknown Brand Became Number
One in Japan 477
Specialty Advertising 478
Trade Shows 479
Summary 480
CHAPTER 18 • CONSUMER ORIENTED SALES
PROMOTION 484
Generating Brand Interest and Trial Behavior in the
Beverage Industry 484
Introduction 486
Consumer Rewards and Marketer Objectives 486
Classification of Sales Promotion Methods 486
Sampling 488
Sampling Trends 490
How Effective Is Sampling? 493
When Should Sampling Be Used? 494
Sampling Problems 494
Couponing 495
Background 495
Point of Purchase Couponing 499
Mail and Media Delivered Coupons 501
In and On Pack Coupons 502
Coupon Misredemption 504
Premiums 507
Free in the Mail Premiums 507
Focus on Marketing Communications: Some Award Winning
Premium Promotions 508
In , On , and Near Pack Premiums 508
Self Liquidating Premiums 509
Price Offs 510
FTC Price Off Regulations 510
Bonus Packs 511
Refunds and Rebates 511
Refund and Rebate Fraud 512
Contests and Sweepstakes 512
Global Focus: The Bottle Cap Promotion from
Hell 513
Phone Cards 514
Overlay and Tie In Promotions 515
Overlay Programs 515
Tie In Promotions 516
Evaluating Sales Promotion Ideas 517
Step 1: Identify the Objectives 517
Step 2: Achieve Agreement 517
Step 3: Evaluation System 518
Summary 518
(Kart vi
SUPPORTIVE MARKETING COMMUNICATIONS TOOLS 523
CHAPTER 19 • POINT OF PURCHASE COMMUNICATIONS
AND THE ROLE OF PACKAGING AND BRANDING 524
Increasing Cheese Sales with Point of Purchase
Materials 524
Overview 526
Point of Purchase Materials 526
Variety of P O P Materials 526
POPs Dramatic Growth 527
Functions Performed by P O P Materials 528
Interactive Displays and Video Merchandising
Centers 532
One Result of P O P: Increased In Store Decision
Making 533
The Impact of Displays on Brand Sales 536
The Use and Nonuse of P O P Materials 538
Global Focus: The POPAI/Warner Lambert Canadian
Study 539
Packaging and Brand Naming 540
Packaging 540
Brand Naming 545
Global Focus: Global Brands High in Stature and
Vitality 546
Summary 548
CHAPTER 20 • MARKETING PUBLIC RELATIONS AND
SPONSORSHIP MARKETING 552
Negative Product Safety News 552
Publicity and Public Relations 554
Public Relations Activities and Functions 554
Specific Forms of Public Relations 555
Proactive MPR 555
xxiii
Reactive MPR 557
The Special Case of Rumors 559
Focus on Marketing Communications: A Bizarre Conspiracy
Rumor 561
Sponsorship Marketing 561
Cause Related Marketing 563
Global Focus: A Cereal with a Cause 564
Event Marketing 565
Summary 567
GLOSSARY 570
CREDIT LIST 578
INDEX 579
x xi v
|
| any_adam_object | 1 |
| author | Shimp, Terence A. |
| author_facet | Shimp, Terence A. |
| author_role | aut |
| author_sort | Shimp, Terence A. |
| author_variant | t a s ta tas |
| building | Verbundindex |
| bvnumber | BV011920318 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.123.S54 1997 |
| callnumber-search | HF5415.123.S54 1997 |
| callnumber-sort | HF 45415.123 S54 41997 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)36261420 (DE-599)BVBBV011920318 |
| dewey-full | 658.8/221 658.8/2 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/2 21 658.8/2 |
| dewey-search | 658.8/2 21 658.8/2 |
| dewey-sort | 3658.8 12 221 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 4. ed. |
| format | Book |
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| id | DE-604.BV011920318 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T10:21:07Z |
| institution | BVB |
| isbn | 0030103525 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008057960 |
| oclc_num | 36261420 |
| open_access_boolean | |
| owner | DE-858 |
| owner_facet | DE-858 |
| physical | XXIV, 589 S. Ill. |
| publishDate | 1997 |
| publishDateSearch | 1997 |
| publishDateSort | 1997 |
| publisher | Dryden Press |
| record_format | marc |
| series2 | The Dryden Press series in marketing |
| spellingShingle | Shimp, Terence A. Advertising, promotion and supplemental aspects of integrated marketing communications Communication en marketing ram Marketing direct ram Publicité ram Communication in marketing Sales promotion Advertising Direct marketing Kommunikation (DE-588)4031883-7 gnd Kommunikationspolitik (DE-588)4232471-3 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Werbung (DE-588)4065541-6 gnd Integriertes Management (DE-588)4346301-0 gnd |
| subject_GND | (DE-588)4031883-7 (DE-588)4232471-3 (DE-588)4131075-5 (DE-588)4037589-4 (DE-588)4061963-1 (DE-588)4065541-6 (DE-588)4346301-0 |
| title | Advertising, promotion and supplemental aspects of integrated marketing communications |
| title_auth | Advertising, promotion and supplemental aspects of integrated marketing communications |
| title_exact_search | Advertising, promotion and supplemental aspects of integrated marketing communications |
| title_full | Advertising, promotion and supplemental aspects of integrated marketing communications |
| title_fullStr | Advertising, promotion and supplemental aspects of integrated marketing communications |
| title_full_unstemmed | Advertising, promotion and supplemental aspects of integrated marketing communications |
| title_short | Advertising, promotion and supplemental aspects of integrated marketing communications |
| title_sort | advertising promotion and supplemental aspects of integrated marketing communications |
| topic | Communication en marketing ram Marketing direct ram Publicité ram Communication in marketing Sales promotion Advertising Direct marketing Kommunikation (DE-588)4031883-7 gnd Kommunikationspolitik (DE-588)4232471-3 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Werbung (DE-588)4065541-6 gnd Integriertes Management (DE-588)4346301-0 gnd |
| topic_facet | Communication en marketing Marketing direct Publicité Communication in marketing Sales promotion Advertising Direct marketing Kommunikation Kommunikationspolitik Marktkommunikation Marketing Unternehmen Werbung Integriertes Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008057960&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT shimpterencea advertisingpromotionandsupplementalaspectsofintegratedmarketingcommunications |