Availability: Marketing communications | Technische Universität München

Marketing communications: objectives, strategy, tactics

Saved in:

Bibliographic Details
Main Authors:	Rossiter, John R. (Author), Percy, Larry (Author), Bergkvist, Lars (Author)
Format:	Book
Language:	English
Published:	Los Angeles ; London ; New Delhi ; Singapore ; Washington, DC ; Melbourne Sage 2018
Subjects:	Kommunikationspolitik Werbekampagne Marktkommunikation Marketing Unternehmen Lehrbuch
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030469902&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Physical Description:	xi, 566 Seiten Illustrationen, Diagramme
ISBN:	9781526438652 9781526438645

Staff View

MARC


LEADER	00000nam a2200000 c 4500
001	BV045078883
003	DE-604
005	20181210
007	t\|
008	180709s2018 xx a\|\|\| \|\|\|\| 00\|\|\| eng d
020			\|a 9781526438652 \|c Paperback \|9 978-1-5264-3865-2
020			\|a 9781526438645 \|c Hardcover \|9 978-1-5264-3864-5
035			\|a (OCoLC)1055869967
035			\|a (DE-599)OBVAC15080212
040			\|a DE-604 \|b ger \|e rda
041	0		\|a eng
049			\|a DE-703 \|a DE-521 \|a DE-355 \|a DE-1050 \|a DE-523 \|a DE-634
084			\|a QP 600 \|0 (DE-625)141905: \|2 rvk
100	1		\|a Rossiter, John R. \|e Verfasser \|0 (DE-588)143307428 \|4 aut
245	1	0	\|a Marketing communications \|b objectives, strategy, tactics \|c John R. Rossiter, Larry Percy, Lars Bergkvist
264		1	\|a Los Angeles ; London ; New Delhi ; Singapore ; Washington, DC ; Melbourne \|b Sage \|c 2018
300			\|a xi, 566 Seiten \|b Illustrationen, Diagramme
336			\|b txt \|2 rdacontent
337			\|b n \|2 rdamedia
338			\|b nc \|2 rdacarrier
650	0	7	\|a Kommunikationspolitik \|0 (DE-588)4232471-3 \|2 gnd \|9 rswk-swf
650	0	7	\|a Werbekampagne \|0 (DE-588)4134093-0 \|2 gnd \|9 rswk-swf
650	0	7	\|a Marktkommunikation \|0 (DE-588)4131075-5 \|2 gnd \|9 rswk-swf
650	0	7	\|a Marketing \|0 (DE-588)4037589-4 \|2 gnd \|9 rswk-swf
650	0	7	\|a Unternehmen \|0 (DE-588)4061963-1 \|2 gnd \|9 rswk-swf
655		7	\|0 (DE-588)4123623-3 \|a Lehrbuch \|2 gnd-content
689	0	0	\|a Unternehmen \|0 (DE-588)4061963-1 \|D s
689	0	1	\|a Marketing \|0 (DE-588)4037589-4 \|D s
689	0	2	\|a Kommunikationspolitik \|0 (DE-588)4232471-3 \|D s
689	0		\|5 DE-188
689	1	0	\|a Unternehmen \|0 (DE-588)4061963-1 \|D s
689	1	1	\|a Marktkommunikation \|0 (DE-588)4131075-5 \|D s
689	1	2	\|a Werbekampagne \|0 (DE-588)4134093-0 \|D s
689	1		\|5 DE-188
700	1		\|a Percy, Larry \|e Verfasser \|0 (DE-588)170799492 \|4 aut
700	1		\|a Bergkvist, Lars \|e Verfasser \|0 (DE-588)171320026 \|4 aut
856	4	2	\|m Digitalisierung UB Regensburg - ADAM Catalogue Enrichment \|q application/pdf \|u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030469902&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA \|3 Inhaltsverzeichnis
943	1		\|a oai:aleph.bib-bvb.de:BVB01-030469902

Record in the Search Index

_version_	1819368214765764608
adam_text	CONTENTS About the Authors vii A cknowledgments viii Preface ix Online Resources Material xii Part I Marcoms and Branding 1 1 Marketing Communications and Campaign Planning 3 2 Branding and Brand Positioning 29 Part II Marcoms Campaign Objectives 67 3 Campaign Target Audience Selection and Action Objectives 69 4 Campaign Communication Objectives 94 Part III Creative Strategy 125 5 Key Benefit Claim and the Creative Idea 127 6 Brand Awareness and Brand Attitude (Grid) Tactics 165 7 Attention Tactics and Pretesting 220 Part IV Sales Promotion Strategy 267 8 Manufacturer and Retailer Promotions 269 Part V Media Strategy 307 9 Media-Type Selection and the Reach Pattern 309 VI MARKETING COMMUNICATIONS 10 Effective Frequency and Strategic Scheduling Rules 339 Part VI: Campaign Management 369 11 Setting the Campaign Budget 371 12 Campaign Tracking 394 Part VII: Other Marcoms 427 13 Corporate Image Advertising, Sponsorships, and PR 429 14 Personal Selling and Customer Database Marketing 454 15 Social Marketing and Ethics 493 Topic Index 556 Company and Brand Index 560 Main Name Index 564
any_adam_object	1
author	Rossiter, John R. Percy, Larry Bergkvist, Lars
author_GND	(DE-588)143307428 (DE-588)170799492 (DE-588)171320026
author_facet	Rossiter, John R. Percy, Larry Bergkvist, Lars
author_role	aut aut aut
author_sort	Rossiter, John R.
author_variant	j r r jr jrr l p lp l b lb
building	Verbundindex
bvnumber	BV045078883
classification_rvk	QP 600
ctrlnum	(OCoLC)1055869967 (DE-599)OBVAC15080212
discipline	Wirtschaftswissenschaften
format	Book
fullrecord	<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02174nam a2200481 c 4500</leader><controlfield tag="001">BV045078883</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20181210 </controlfield><controlfield tag="007">t\|</controlfield><controlfield tag="008">180709s2018 xx a\|\|\| \|\|\|\| 00\|\|\| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781526438652</subfield><subfield code="c">Paperback</subfield><subfield code="9">978-1-5264-3865-2</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781526438645</subfield><subfield code="c">Hardcover</subfield><subfield code="9">978-1-5264-3864-5</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)1055869967</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)OBVAC15080212</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-703</subfield><subfield code="a">DE-521</subfield><subfield code="a">DE-355</subfield><subfield code="a">DE-1050</subfield><subfield code="a">DE-523</subfield><subfield code="a">DE-634</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Rossiter, John R.</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)143307428</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing communications</subfield><subfield code="b">objectives, strategy, tactics</subfield><subfield code="c">John R. Rossiter, Larry Percy, Lars Bergkvist</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Los Angeles ; London ; New Delhi ; Singapore ; Washington, DC ; Melbourne</subfield><subfield code="b">Sage</subfield><subfield code="c">2018</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">xi, 566 Seiten</subfield><subfield code="b">Illustrationen, Diagramme</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kommunikationspolitik</subfield><subfield code="0">(DE-588)4232471-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Werbekampagne</subfield><subfield code="0">(DE-588)4134093-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marktkommunikation</subfield><subfield code="0">(DE-588)4131075-5</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Unternehmen</subfield><subfield code="0">(DE-588)4061963-1</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="0">(DE-588)4123623-3</subfield><subfield code="a">Lehrbuch</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Unternehmen</subfield><subfield code="0">(DE-588)4061963-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Kommunikationspolitik</subfield><subfield code="0">(DE-588)4232471-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Unternehmen</subfield><subfield code="0">(DE-588)4061963-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Marktkommunikation</subfield><subfield code="0">(DE-588)4131075-5</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="2"><subfield code="a">Werbekampagne</subfield><subfield code="0">(DE-588)4134093-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Percy, Larry</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)170799492</subfield><subfield code="4">aut</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Bergkvist, Lars</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)171320026</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Regensburg - ADAM Catalogue Enrichment</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030469902&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-030469902</subfield></datafield></record></collection>
genre	(DE-588)4123623-3 Lehrbuch gnd-content
genre_facet	Lehrbuch
id	DE-604.BV045078883
illustrated	Illustrated
indexdate	2024-12-20T18:17:26Z
institution	BVB
isbn	9781526438652 9781526438645
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-030469902
oclc_num	1055869967
open_access_boolean
owner	DE-703 DE-521 DE-355 DE-BY-UBR DE-1050 DE-523 DE-634
owner_facet	DE-703 DE-521 DE-355 DE-BY-UBR DE-1050 DE-523 DE-634
physical	xi, 566 Seiten Illustrationen, Diagramme
publishDate	2018
publishDateSearch	2018
publishDateSort	2018
publisher	Sage
record_format	marc
spellingShingle	Rossiter, John R. Percy, Larry Bergkvist, Lars Marketing communications objectives, strategy, tactics Kommunikationspolitik (DE-588)4232471-3 gnd Werbekampagne (DE-588)4134093-0 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd
subject_GND	(DE-588)4232471-3 (DE-588)4134093-0 (DE-588)4131075-5 (DE-588)4037589-4 (DE-588)4061963-1 (DE-588)4123623-3
title	Marketing communications objectives, strategy, tactics
title_auth	Marketing communications objectives, strategy, tactics
title_exact_search	Marketing communications objectives, strategy, tactics
title_full	Marketing communications objectives, strategy, tactics John R. Rossiter, Larry Percy, Lars Bergkvist
title_fullStr	Marketing communications objectives, strategy, tactics John R. Rossiter, Larry Percy, Lars Bergkvist
title_full_unstemmed	Marketing communications objectives, strategy, tactics John R. Rossiter, Larry Percy, Lars Bergkvist
title_short	Marketing communications
title_sort	marketing communications objectives strategy tactics
title_sub	objectives, strategy, tactics
topic	Kommunikationspolitik (DE-588)4232471-3 gnd Werbekampagne (DE-588)4134093-0 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd
topic_facet	Kommunikationspolitik Werbekampagne Marktkommunikation Marketing Unternehmen Lehrbuch
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030469902&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT rossiterjohnr marketingcommunicationsobjectivesstrategytactics AT percylarry marketingcommunicationsobjectivesstrategytactics AT bergkvistlars marketingcommunicationsobjectivesstrategytactics

Availability

‌

Table of contents