Advertising, promotion, & supplemental aspects of integrated marketing communications:
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Mason, Ohio
Thomson South-Western
2003
|
| Ausgabe: | 6. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012955782&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XXI, 650 S. Ill. |
| ISBN: | 0030352711 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | PART ONE Integrated Marketing Communications and
Its Role in Brand Equity Enhancement I
Chapter I: Overview of Integrated Marketing Communications 2
Chapter 2: The Marketing Communications Process and Brand Equity
Enhancement 22
PART TWO IMC from the Customer s Perspective: Targeting,
Communicating, and Persuading 50
Chapter 3: Positioning and Targeting for MarCom Efforts 51
Chapter 4: The Communication Process, Meaning Creation,
and Fundamentals of Consumers Use of MarCom Information 80
Chapter 5: Persuasion in Marketing Communications 114
PART THREE Communicating New Products, Brand Naming,
Packaging, and Point of Purchase Advertising 153
Chapter 6: MarCom s Role in Facilitating Product Adoption 154
Chapter 7: Brand Names, Logos, Packages, and Point of Purchase Materials 180
PART FOUR Advertising Management 223
Chapter 8: Overview of Advertising Management 224
Chapter 9: Creative Advertising Strategy 256
Chapter 10: Endorsers and Message Appeals in Advertising 292
Chapter 11: Assessing Ad Message, Effectiveness 322
Chapter 12: Traditional Advertising Media 354
Chapter 13: Alternative Offline Advertising Media and Mass Online Advertising 386
Chapter 14: Offline and Online Direct Advertising 406
Chapter 15: Media Planning and Analysis 430
PART FIVE Sales Promotion Management, Marketing Oriented,
Public Relations, and Sponsorships 467
Chapter 16: Overview of Sales Promotion Management 468
Chapter 17: Trade Oriented Sales Promotion 496
Chapter 18: Consumer Oriented Promotions 520
Chapter 19: Marketing Public Relations and Sponsorship Marketing 568
PART SIX External Pressures on Marketing Communications 589
Chapter 20: Regulatory, Ethical, and Green Issues in Marketing
Communications 590
GLOSSARY 621
NAME INDEX 629
SUBJECT INDEX 638
PREFACE xv
PART ONE Integrated Marketing Communications and
Its Role in Brand Equity Enhancement I
Chapter I Overview of Integrated Marketing Communications Z
Opening Vignette: Mountain Dew—Staying True to the Brand 2
The Nature of Marketing Communications 3
The Marketing Communicator s Tools 4
Marketing Communications at the Brand Level 5
The Integration of Marketing Communications 6
Global Focus: Global Brands and a Global Fiasco 7
A Definition of IMC 8
Key Features of IMC 9
IMC Focus: Surrounding the College Student with Cheez Whiz Messages 11
Online Focus: Think Oxy, Think Oxygen. Get It? 13
Changes in Marketing Communication Practices 15
Obstacles to Implementing IMC 16
Summary 16
Chapter 2 The Marketing Communications Process and Brand Equity
Enhancement 22
Opening Vignette: How Does a Korean Car Company Known
for Consumer Electronics Compete in the Automobile Business 22
A Model of the Marketing Communications
Decision Making Process 23
Making Brand Level MarCom Decisions 24
IMC Focus: Levi s Effort to Reinvent Itself 25
MarCom Implementation Decisions 28
MarCom Outcomes 30
Program Evaluation 30
The Concept of Brand Equity 31
More Than Just a Name 31
Global Focus: The Glocalization of European Brands 32
The Nature and Importance of Brand Equity 33
Enhancing Brand Equity 38
Online Focus: The Fallacy of the Internet Land Rush 40
Characteristics of World Class Brands 41
Co branding and Ingredient Branding 43
Summary 43
PART TWO IMC from the Customer s Perspective: Targeting,
Communicating, and Persuading
Chapter 3 Positioning and Targeting for MarCom Efforts 50
Opening Vignette: New Products and a Mew Target Market
for Polaroid 50
Brand Positioning 51
Positioning via Product Attributes 51
Positioning via Brand Benefits S3
Targeting Customers and Prospects 56
Demographic Targeting 56
Population Growth and Geographic Dispersion 57
The Changing Age Structure 57
Online Focus: Purchasing Online Without a Credit Card 64
IMC Focus: No Longer Just Your Mother s Skin Care Brand 65
The Ever Changing American Household 65
Global Focus: Every Time I See Them, / Think About You. Your Sweetie. 66
Ethnic Population Developments 66
Psychographic Targeting 69
Geodemographic Targeting 73
Summary 75
Chapter 4 The Communication Process, Meaning Creation, and Fundamentals
of Consumers Use of MarCom Information 80
Opening Vignette: Hamburger Helper and Doing Enough 80
The Communication Process 81
Elements in the Communication Process 81
Marketing Communications and Meaning 83
The Nature of Signs 84
The Meaning of Meaning 84
Meaning Transfer: From Culture to Object to Consumer 85
Global Focus: What Word Do You Use in Referring to the # Sign? 85
IMC Focus: Luring Those Feline Eyeballs 86
The Use of Figurative Language in Marketing Communications 88
Summary of Meaning within Marketing Communications 91
Behavioral Foundations of Marketing Communications 92
The Consumer Processing Model (CPM) 94
Online Focus: The Challenge of Capturing Attention Online 97
The Hedonic, Experiential Model (HEM) 106
Summary 109
Chapter 5 Persuasion in Marketing Communications 114
Opening Vignette: Will American Consumers Accept Recycling
Kiosks? 114
The Nature and Role of Attitudes 115
What is an Attitude? 115
Persuasion in Marketing Communications 117
The Ethics of Persuasion 117
Multiple Forms of Persuasion 117
The Influence Process: The Persuadee s Perspective 118
Message Arguments 119
Peripheral Cues 119
Receiver Involvement 119
Receiver s Initial Position 120
An Integrated Model of Persuasion 120
The Central Route 122
IMC Focus: Faster Than a Microwave Oven, Better Than a
Conventional Oven 124
The Peripheral Route 126
Dual Routes 127
Practical Implications: Enhancing Consumer s Processing
Motivation, Opportunity, and Ability 127
Enhancing Motivation to Attend to Messages 128
Enhancing Motivation to Process Messages 133
Enhancing Opportunity to Encode Information 134
Enhancing Opportunity to Reduce Processing Time 134
Global Focus: A brand with a Rich but Irrelevant Heritage 135
Enhancing Ability to Access Knowledge Structures 135
Enhancing Ability to Create Knowledge Structures 136
Section Summary 139
Online Focus: The Nose Knows 140
Tools of Influence: The Persuader s Perspective 140
Reciprocation 141
Commitment and Consistency 143
Social Proof 144
Liking 144
Authority 145
Scarcity 146
Summary 146
PART THREE Communicating New Products, Brand Naming,
Packaging, and Point of Purchase Advertising 153
Chapter 6 MarCom s Role in Facilitating Product Adoption 154
Opening Vignette: Adoption of the Internet Follows TV Pattern 154
New Products and Marketing Communications 155
Product Characteristics That Facilitate Adoption 157
IMC Focus: Big Success Comes in a Small Package—Yoplait s Go Gun 158
The Diffusion Process 162
Adopter Categories 163
Managing the Diffusion Process 164
Stimulating Word of Mouth Influence 166
Strong and Weak Ties 167
Opinion Leadership 167
What s the Motivation? 168
Avoid Negative Information 169
Creating Buzz 169
Some Anecdotal Evidence 169
Online Focus: Boosting Internet Usage in Spain with Vic Ladies I 71
Formal Perspectives on Buzz Building Practices 170
Global Focus: A Highly Visible Product—DaimlerChrysler s Smart Car I 74
Summary 174
Chapter 7 Brand Names, Logos, Packages, and Point of Purchase Materials 180
Opening Vignette: Absolut Wanna Be Becomes Absolute Flop 180
Introduction
Brand Naming 182
IMC Focus: Selecting a Name for a New Airline 184
What Constitutes a Good Brand Name! 183
The Brand Naming Process 187
The Role of Logos 188
Packaging 189
Packaging Structure 190
Evaluating the Package: The VIEW Model 192
Designing a Package 198
Point of Purchase Advertising 199
The Spectrum of P O P Materials 200
What Does P O P Accomplish? 202
Functions Performed by P O P Materials 204
Interactive Displays 207
A Vital Result of P O P: Increased In Store Decision Making 208
The Impact of Displays on Brand Sales 21 I
The Use and Nonuse of P O P Materials 214
Summary 215
PART FOUR Advertising Management 223
Chapter 8 Overview of Advertising Management 224
Opening Vignette: With Soaring Sales, Why Advertise? 224
The Magnitude of Advertising and Ad Investment Considerations 225
Putting Matters in Perspective 228
An Investment in the Brand Equity Bank 23 I
Advertising Functions and Process 231
Advertising Performs Valuable Functions 231
A Global Advertising Campaign for Exxon Mobil 233
Managing the Advertising Process 234
Setting Advertising Objectives 234
The Hierarchy of Effects Framework 235
Requirements for Setting Good Advertising Objectives 239
Is Sales (Versus Presales) an Appropriate Advertising Objective? 242
Budgeting for Advertising 244
Advertising Budgeting in Theory 244
IMC Focus: The Cost of Buying 30 Second Spots During Prime Time
on Network TV 245
Budgeting Considerations in Practice 246
Practical Budgeting Methods 249
Summary 252
Chapter 9 Creative Advertising Strategy 256
Opening Vignette: Two of the Greatest Ads in the History
of Advertising 256
The Relationship Between Client and Advertising Agency 258
The Role of an Advertising Agency 258
Advertising Agency Organization 260
Agency Compensation 260
Creating Effective Advertising 261
The Role of Creativity 262
Achieving Advertising Impact 264
SMC Focus: Absolutely Brilliant! 265
Advertising Plans and Strategy 266
A Five Step Program 266
Constructing a Creative Brief 268
Alternative Style of Creative Advertising 270
Unique Selling Proposition Strategy 270
Brand Image Strategy 271
Resonance Strategy 272
Emotional Strategy 273
Generic Strategy 274
Preemptive Strategy 274
In Sum 275
Means End Chaining and the Method of Laddering as Guides
to Advertising Strategy Formulation 275
The Nature of Values 276
Which Values Are Most Relevant to Advertising 277
Advertising Applications of Means End Chains:
The MECCAS Model 278
Determining Means End Chains: The Method of Laddering 282
Practical Issues in Identifying Means End Chains 284
Corporate Image and Issue Advertising 285
Corporate Image Advertising 285
Corporate Issue (Advocacy) Advertising 286
Summary 286
Chapter 10 Endorsers and Message Appeals in Advertising 292
Opening Vignette: Who s That Behind Those FosterGrants? 292
The Role of Endorsers in Advertising 293
Celebrity Endorsers 293
Typical Person Endorsers 294
Endorser Attributes: The TEARS Model 295
Endorser Selection Considerations: The No Tears Approach 299
The Role of Q Ratings 301
The Role of Humor in Advertising 301
The Use of Appeals to Consumer Fears 303
IMC Focus: Se/ection of the Mark Character in Holiday Inn s Campaign 304
Fear Appeal Logic 304
Appropriate Intensity 305
The Use of Appeals to Consumer Guilt 306
The Use of Sex in Advertising 306
What Role Does Sex Play in Advertising? 307
The Downside of Sex Appeals in Advertising 307
Global Focus: Worldwide Concern about Sex and Decency in Advertising 308
Subliminal Messages and Symbolic Embeds 309
A Challenge 309
The Functions of Music in Advertising 31 I
Music s Role at the Point of Purchase 3 I I
The Role of Comparative Shopping 312
Is Comparative Shopping Advertising More Effective? 312
Considerations Dictating the Use of Comparative Advertising 314
Summary 314
Chapter 11 Assessing Ad Message Effectiveness 322
Opening Vignette: More Emotion, More Effect 322
Global Focus: Top Advertisers Outside the United States 324
Overview of Advertising Research 323
What Does Message Research Involve? 323
Idealism Meets Reality in Advertising Research 325
IMC Focus: Testing TV Commercials in Prefmished form 325
What Do Brand Managers and Ad Agencies Want to Learn
from Message Research? 328
Measures of Recognition and Recall 329
Starch Readership Service 330
Bruzzone Tests 332
Burke Day After Recall Testing 334
Online Focus: Online Ad Tracking Using the Bruzzone Method 335
Measures of Physiological Arousal 338
The Galvanometer 339
The Pupillometer 340
Measures of Persuasion 340
The Ipsos ASI Next*TV Method 340
The ARS Persuasion Method 341
Measures of Sales Response (Single Source Systems) 347
IRI s Behavior Scan 347
Nielsen s SCANTRACK 350
Summary 350
Chapter 12 Traditional Advertising Media 354
Opening Vignette: General Motors and the Consolidation of
Media Buying 354
Some Important Terminology: Media Versus Vehicles 355
Some Cautionary Comments 355
Out of Home Advertising 356
Billboard Advertising 356
Buying Out of Home Advertising 357
Outdoor Advertising s Strengths and Limitations 357
Newspapers 358
Buying Newspaper Space 359
Newspaper Advertising s Strengths and Limitations 359
Magazines 361
Buying Magazine Space 361
Magazine Advertising s Strengths and Limitations 363
Global Focus: Differences in Advertising Content in Arab and
U.S. Magazines 365
Magazine Audience Measurement 366
Radio 369
Buying Radio Time 369
Radio Advertising s Strengths and Limitations 370
Radio Audience Measurement 371
Television 372
Television Programming Dayparts 372
Network, Spot, Syndicated, Cable, and Local Advertising 373
Television Advertising s Strengths and Limitations 375
IMC Focus: Super Bowl Stats 377
Infomercials 378
Brand Placement in Television Programs 379
Television Audience Measurement 379
Summary 381
Chapter 13 Alternative Offline Advertising Media and Mass Online Advertising 386
Opening Vignette: A Tale of Two Tails in Using the Internet 386
Alternative Offline Advertising Media 387
Product Placements in Movies 388
Video Advertising 388
Virtual Signage 388
CD ROM Advertising 388
IMC Focus: Macy s Effort to Attract Teen Shoppers with CD ROMs 389
Some Additional Alternative Media 389
Global Focus: Alternative Advertising Media Around the World 390
Yellow Pages Advertising 392
Mass Online Advertising 393
The Two I s of the Internet: Individualization and Interactivity 394
The Internet Compared with Other Ad Media 395
Internet Advertising Formats 395
Measuring Internet Ad Effectiveness 399
Profiling and Targeting Internet Ad Recipients 401
Summary 401
Chapter 14 Offline and Online Direct Advertising 406
Opening Vignette: Effective Email Advertising for Smarter Kids.com 406
Database Marketing and Data Mining 408
Database Assets 408
Lifetime Value Analysis 408
Mailing Lists 410
IMC Focus: Golfers and Database Marketing at Taylor
Made Addidas Golf 411
The Practice of Data Mining 413
P Mail Advertising 415
What Can P Mail Accomplish? 416
Who Uses P Mail Advertising? 416
Why the Trend Toward P Mailing 417
The Special Case of Catalog Marketing 417
Email Advertising 418
Opt In Emailing Versus Spam 419
Global Focus: Email Advertising Is Highly Regulated in Europe 420
The Virtues of Email Advertising 420
Acquiring Opt In Lists 422
The Special Case of Wireless Email Advertising 422
Summary 424
Chapter 15 Media Planning and Analysis 430
Opening Vignette: The Introductory Media Campaign for
the Saab 9 5 430
Overview The Media Planning Process 431
Selecting the Target Audience 432
Specifying Media Objectives 433
Reach 433
Frequency 434
Weight 436
Continuity 442
IMC Focus: Is Super Bowl Advertising Worth the Expense? 443
IMC Focus: Recency Planning 445
Cost Considerations 449
Trade offs, Trade offs, Trade offs 450
Media Planning Software 450
Hypothetical Illustration 452
The Saab 9 5 Media Campaign 455
The Diet Dr Pepper Campaign 457
Marketing Situation and Campaign Objectives 457
Creative Strategy and Supportive Promotions 458
Media Strategy 459
Results 459
Summary 459
PART FIVE Sales Promotion Management, Marketing Oriented
Public Relations, and Sponsorships 467
Chapter 16 Overview of Sales Promotion Management 468
Opening Vignette: Taking a Test Drive and Driving Sales for
Fiat in Brazil 468
Introduction to Sales Promotion 469
What Exactly Is Sales Promotion? 469
Promotion Targets 470
IMC Focus: Encouraging Retail Salespeople to Sell Packard Sell
Computers More Aggressively 4 72
Increased Budgetary Allocations to Promotions 471
Factors Accounting for the Shift 472
Sales Promotion Capabilities and Limitations 475
What Promotions Can Accomplish 475
Global Focus: How Do You Get Consumers to Try an Ordinary
Light bulb 478
What Promotions Cannot Accomplish 480
What Generalizations Can Be Made About Promotions 481
Promotion Dealing Is Not Always Profitable 483
Consumer Responsiveness to Promotional Deals 483
Profit Implications for Each Consumer Segment 485
In Conclusion 488
The Role of Promotion Agencies 489
Online Focus: The Rise of the Online Promotion Agency 491
Summary 489
Chapter 17 Trade Oriented Sales Promotion 496
Opening Vignette: Is Clorox Glad It Bought Glad? 496
Introduction to Trade Promotion 497
Types of Trade Promotions 497
Trade Allowances 498
Major Forms of Trade Allowances 498
Forward Buying and Diverting 501
Global Focus: Diverting Cigarettes 504
Efforts to Rectify Trade Allowance Problems 504
Efficient Consumer Response (ECR) 505
Category Management 505
Everyday Low Pricing (EDLP) 507
Pay for Performance Programs 508
Account Specific Marketing 509
Cooperative Advertising and Vendor Support Programs 510
Cooperative Advertising 510
vendor Support Programs 512
Trade Contests and Incentives 513
Trade Shows 514
Online Focus: An Online Trade Show for Craft Enthusiasts 514
Summary 515
Chapter 18 Consumer Oriented Promotions 520
Opening Vignette: I Scream, You Scream, We All Scream for
[Free] Ice Cream 520
Introduction 521
Brand Management Objectives and Consumer Rewards 521
Classification of Promotion Methods 524
Sampling 525
Major Sampling Practices 527
IMC Focus: Start Sampling and Nature s Cure 532
How Effective Is Sampling? 532
When Should Sampling Be Used? 533
Sampling Problems 534
Couponing 534
Couponing Background 534
Point of Purchase Couponing 537
Mail and Media Delivered Coupons 539
In and On Pack Coupons 540
Online Couponing 541
The Coupon Redemption Process and Misredemption 541
Premiums 543
Free With Purchase Premiums 543
Mail in Offers 543
In , On , and Near Pack Premiums 544
Self Liquidating Premiums 545
Phone Cards 545
What Makes a Good Premium Offer? 546
Price Offs 547
FTC Price Off Regulations 547
Bonus Packs 547
Rebates/Refunds 548
Phantom Discounts 549
Rebate Fraud 549
Sweepstakes, Contests, and Games 550
Global Focus: Gaming in Canada for Dunkin Donuts 554
Continuity Promotions 555
Online Focus: More Stuff from Pepsi Cola 556
Overlay and Tie In Promotions 557
Overlay Programs 557
Tie In Promotions 557
Retailer Promotions 558
Evaluating Sales Promotion Ideas 559
A Procedure for Evaluating Promotion Ideas 559
Post Mortem Analysis 561
Summary 562
Chapter 19 Marketing Public Relations and Sponsorship Marketing 568
Opening Vignette: A Slam Dunk Choice to Sponsor the
Globetrotters 568
The MPR Aspect of General Public Relations 569
Proactive MPR 569
Reactive MPR 570
The Special Case of Rumors and Urban Legends 572
Online Focus: Bad Publicity Spread at the Speed of Fire (Stone) 573
Sponsorship Marketing 575
IMC Focus: Even You Can Be a Sponsee 577
Event Sponsorships 578
Cause Related Marketing 581
Global Focus: The Trees for Ufe CRM 584
Summary 585
PART SIX External Pressures on Marketing Communications 589
Chapter 20 Regulatory, Ethical, and Green Issues in Marketing
Communications 590
Opening Vignette: The American Association of Advertising
Agencies Code of Ethical Standards 590
Regulation of Marketing Communications 592
When Is Regulation Justified? S92
Regulation of Marketing Communications by Federal Agencies 593
Online Focus: Be Gone Junk Email 596
Regulation of Marketing Communications by State Agencies 598
Advertising Self Regulation 599
Ethical Issues in Marketing Communications 600
The Ethics of Targeting 601
IMC Focus: An Adman s Struggle with Joe Camel and Free Speech 603
Ethical Issues in Advertising 604
Ethical Issues in Public Relations 606
Ethical Issues in Packaging 606
Ethical Issues in Sales Promotions 607
Ethical Issues in Online Marketing 607
Fostering Ethical Marketing Communications 608
Green Marketing Communications 609
Green Marketing Initiatives 609
Guidelines for Green Marketing 612
Summary 614
|
| 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 | BV019626540 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
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| callnumber-search | HF5415.123 |
| callnumber-sort | HF 45415.123 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)49860010 (DE-599)BVBBV019626540 |
| dewey-full | 658.8/2 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/2 |
| dewey-search | 658.8/2 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 6. ed. |
| format | Book |
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| id | DE-604.BV019626540 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T12:02:07Z |
| institution | BVB |
| isbn | 0030352711 |
| language | English |
| lccn | 2002071957 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-012955782 |
| oclc_num | 49860010 |
| open_access_boolean | |
| owner | DE-19 DE-BY-UBM |
| owner_facet | DE-19 DE-BY-UBM |
| physical | XXI, 650 S. Ill. |
| publishDate | 2003 |
| publishDateSearch | 2003 |
| publishDateSort | 2003 |
| publisher | Thomson South-Western |
| record_format | marc |
| spellingShingle | Shimp, Terence A. Advertising, promotion, & supplemental aspects of integrated marketing communications Communicatie gtt Communication en marketing Direct marketing gtt Marketing direct Marketing gtt Publicité Reclame gtt Ventes - Promotion Kommunikation Advertising Communication in marketing Direct marketing Sales promotion Kommunikationspolitik (DE-588)4232471-3 gnd Werbung (DE-588)4065541-6 gnd Marketing (DE-588)4037589-4 gnd Kommunikation (DE-588)4031883-7 gnd Integriertes Management (DE-588)4346301-0 gnd Marktkommunikation (DE-588)4131075-5 gnd Unternehmen (DE-588)4061963-1 gnd |
| subject_GND | (DE-588)4232471-3 (DE-588)4065541-6 (DE-588)4037589-4 (DE-588)4031883-7 (DE-588)4346301-0 (DE-588)4131075-5 (DE-588)4061963-1 |
| title | Advertising, promotion, & supplemental aspects of integrated marketing communications |
| title_auth | Advertising, promotion, & supplemental aspects of integrated marketing communications |
| title_exact_search | Advertising, promotion, & supplemental aspects of integrated marketing communications |
| title_full | Advertising, promotion, & supplemental aspects of integrated marketing communications Terence A. Shrimp |
| title_fullStr | Advertising, promotion, & supplemental aspects of integrated marketing communications Terence A. Shrimp |
| title_full_unstemmed | Advertising, promotion, & supplemental aspects of integrated marketing communications Terence A. Shrimp |
| title_short | Advertising, promotion, & supplemental aspects of integrated marketing communications |
| title_sort | advertising promotion supplemental aspects of integrated marketing communications |
| topic | Communicatie gtt Communication en marketing Direct marketing gtt Marketing direct Marketing gtt Publicité Reclame gtt Ventes - Promotion Kommunikation Advertising Communication in marketing Direct marketing Sales promotion Kommunikationspolitik (DE-588)4232471-3 gnd Werbung (DE-588)4065541-6 gnd Marketing (DE-588)4037589-4 gnd Kommunikation (DE-588)4031883-7 gnd Integriertes Management (DE-588)4346301-0 gnd Marktkommunikation (DE-588)4131075-5 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | Communicatie Communication en marketing Direct marketing Marketing direct Marketing Publicité Reclame Ventes - Promotion Kommunikation Advertising Communication in marketing Sales promotion Kommunikationspolitik Werbung Integriertes Management Marktkommunikation Unternehmen |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012955782&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT shimpterencea advertisingpromotionsupplementalaspectsofintegratedmarketingcommunications |