广告促销与整合营销传播(英文版第8版高等学校经济管理类双语教学课程用书)/市场营销系

本书将广告、促销及其 他营销手段融为一体，提供 了实用的整合营销传播框架 。全书分为5篇，阐述了整 合营销传播的基础知识、广 告工具、媒体工具、促销工 具，以及相关的伦理、监管 和评估问题。 ·强调社交媒体。第8版 扩展了这部分内容，包括当 今社交媒体营销的方法，以 及如何与其他传播策略相结 合。 ·更新数字媒体相关内容 。 ·全新的开篇引例和案例 资料。 本书非常适合国内双语 或全英语教学课程使用，也 适合市场营销从业者学习参 考。

唐纳德·巴克，匹兹堡州立大学管理学教授，内布拉斯加大学博士。

PREFACE Part One THE IMC FOUNDATION 1 INTEGRATED MARKETING COMMUNICATIONS The Nature of Communication Integrated Marketing Communications Emerging Trends in Marketing Communications IMC Components and the Design of this Text International Implications 2 BRAND MANAGEMENT Corporate and Brand Image Brand Names and Brand Types Brand Logos Identifying the Desired Brand Image Developing and Building Powerful Brands Private Brands Packaging International Implications 3 BUYER BEHAVIORS Information Searches and the Consumer Purchasing Process Evaluation of Alternatives Trends in the Consumer Buying Environment Business-to-Business Buyer Behaviors and Influences Types of Business-to-Business Sales The Business-to-Business Buying Process Dual Channel Marketing International Implications 4 THE IMC PLANNING PROCESS Communications Research Market Segmentation by Consumer Groups Business-to-Business Market Segmentation Product Positioning Marketing Communications Objectives Types of Budgets IMC Components Integrated Cam paigns in Action Part Two IMC ADVERTISING TOOLS 5 ADVERTISING CAMPAIGN MANAGEMENT Advertising Theory The Impact of Advertising Expenditures In-House Versus External Advertising Agencies Choosing an Agency Roles of Advertising Personnel Advertising Campaign Parameters The Creative Brief International Implications 6 ADVERTISING DESIGN Message Strategies Types of Advertising Appeals Executional Frameworks Sources and Spokespersons