Marketing communications integrating offline and online with social media 5th edition

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