Ebook Marketing communications Phiên bản 5th. Truyền Thông Marketing bản tiếng Anh dùng cho môn học Quản trị Truyền Thông, Truyền thông Marketing tích hợp. Cuốn sách gối đầu giường của người làm truyền thông.
i Marketing Communications ii THIS PAGE IS INTENTIONALLY LEFT BLANK iii FIFTH EDITION Marketing Communications Integrating offline and online with social media PR Smith & Ze Zook iv Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept respon sibility for any errors or omissions, however caused No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or any of the authors First published by Kogan Page Limited in 1993 Second edition published in 1998 Third edition published in 2002 Fourth edition published in 2004 Fifth edition published in 2011 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be repro duced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN United Kingdom www.koganpage.com 1518 Walnut Street, Suite 1100 Philadelphia PA 19102 USA 4737/23 Ansari Road Daryaganj New Delhi 110002 India © P R Smith 1993, 1998, 2002, 2004, 2011 The right of P R Smith and Z Zook to be identified as the authors of this work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988 ISBN 978 7494 6193 E-ISBN 978 7494 6194 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data Smith, P R (Paul Russell), 1957Marketing communications : integrating offline and online with social media / Paul R Smith, Ze Zook – 5th ed p cm Includes index ISBN 978-0-7494-6193-5 – ISBN 978-0-7494-6194-2 1. Communication in marketing. I. Zook, Ze. II. Title HF5415.123.S65 2011 658.8′02–dc22 2010045798 Typeset by Graphicraft Ltd, Hong Kong Print production managed by Jellyfish Printed and bound in Great Britain by Ashford Colour Press v Dedicated to the memory of Chris Berry Chris had the courage of his convictions and was champion of the underdog He was generous in every conceivable way – the kindest man I ever knew A genius in writing, teaching and marketing, a gentleman and a true friend There’ll never again be anyone quite like Christopher Granville Berry Pa u l S m ith vi THIS PAGE IS INTENTIONALLY LEFT BLANK vii CO N T E N T S Foreword xii Acknowledgements xiii About the authors xv How to use this book xvi PA R T O N E Communications Background and Theories 01 New marketing communications The revolution has started Marketing utopia has arrived 10 The ladder of engagement 17 The race is on 22 References and further reading 28 Further information 29 02 Branding 31 Introduction to branding 32 Brand components 37 The branding process 41 Brand summary and the challenges ahead 55 Conclusion 58 References and further reading 58 03 Customer relationship management 61 Introduction to CRM 62 CRM components required 68 CRM creation and maintenance 80 CRM summary and challenges 84 References and further reading 86 Further information 87 04 Customer psychology and buyer behaviour 89 Introduction to understanding customer buying behaviour 90 Models of buyer behaviour 97 The intervening psychological variables 103 Summary and conclusion 112 Appendix 4.1: Hofacker’s online information processing 114 Appendix 4.2: The post-PC customer 115 viii Contents References and further reading 116 Further information 117 05 Customer communications theory 119 Introduction to communications theory 120 Communications models 123 Future communications models 131 References and further reading 134 Further information 135 06 Marketing communications research 137 Introduction to market research 138 Types of research 141 The market research process 151 In conclusion 158 References and further reading 158 Further information 159 07 Media buying and planning 161 Introduction – the challenge of the media mix 162 Which medium? 168 Which media and which vehicle? 170 Summary 179 References and further reading 179 Further information 180 08 Marketing communications agencies 181 Agency types 182 Agency structure 184 Agency remuneration 187 Agency relationships – selection and retention 189 References and further reading 202 Further information 203 09 International marketing communications 205 The globalization of markets 206 International difficulties 210 International mistakes 214 Strategic global options 215 In conclusion 222 References and further reading 222 Contents 10 The marketing communications plan 225 Outline marketing communications plan: the SOSTAC® planning system 226 Situation analysis 229 Objectives 233 Strategy 235 Tactics 237 Action 237 Control 240 References and further reading 244 Further information 244 11 The changing communications environment 245 Introduction 246 Politics (regulations and laws) 246 Economics 251 Social change 253 Technology 256 Summary 259 References and further reading 260 Further information 261 PA R T T WO Communications Tools 263 12 Selling, sales management and key account management 265 Introduction 266 Managing the sales force 270 Extending the sales force 273 Advantages and disadvantages 278 Summary 278 References and further reading 279 Further information 279 13 Advertising online and offline 281 Introduction 282 New advertising 283 Managing an advertising campaign 289 Case study 13.1: T-Mobile 300 Case study 13.2: HEA drug education 304 Advantages and disadvantages 308 References and further reading 308 Further information 309 ix