- •Л.В. Микитина, т.С. Селевич marketing communications маркетинговые коммуникации
- •Contents
- •Предисловие
- •Introduction
- •Chapter 1. The nature of marketing communications
- •1.1. The Marketing Mix And Promotion Management
- •1.2. The Elements Of Marketing Communications
- •1.2.1. Publicity and Public Relations
- •1.2.2. Direct Marketing
- •1.2.3. Managing Brand Concepts
- •Global focus: the wall came down and coke’s sales went up
- •1.2.4. Personal Selling
- •Global focus: selling japanese style
- •Summary
- •Chapter Questions
- •Advertising
- •Public relations
- •Personal selling
- •Internet marketing
- •Inside transport
- •Chapter 2. Advertising
- •2.1. Advertising Functions
- •2.2. Setting Advertising Objectives
- •Summary
- •Chapter Questions
- •Chapter 3. Behavioral foundations of marketing communications
- •3.1. Stages Of Consumer Information Processing
- •3.2. The Nature And Role Of Attitudes
- •3.3. Persuation In Marketing Communications
- •Summary
- •Chapter Questions
- •Chapter 4. Major media
- •4.1. Characteristics Of Traditional Major Advertising Media
- •4.2. Major Advertising Media
- •4.2.2. Blimps as an Advertising Medium
- •4.2.3. Billboard Advertising
- •4.2.4. Newspapers
- •4.2.5. Magazines
- •4.2.6. Radio
- •4.2.7. Television
- •4.2.8. Interactive Advertising Media
- •Global focus:
- •Summary
- •Chapter Questions
- •Chapter 5. Secrets of effective promotion
- •5.1. Agency-Client Relations
- •5.2. The Production Of The Effective Ads
- •Summary
- •Chapter Questions
- •Self-Assessment Questions
- •Заключение
- •Conclusion
- •References
- •Recommended sources
- •Glossary
- •Учебное издание
- •Маркетинговые коммуникации
Учебное издание
МИКИТИНА Людмила Владимировна
СЕЛЕВИЧ Татьяна Семеновна
Маркетинговые коммуникации
Учебное пособие
Научный редактор к.э.н., доцент В.В. Еремин
Редактор И.О. Фамилия
Верстка И.О. Фамилия
Дизайн обложки И.О. Фамилия
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1 Adapted from Greg Farrel, “We Got The Achtung, Baby!”. – Brandweek, January 18, 1993. – p. 23-26.
2Adapted from:
1. Bill Kelley, «Culture Clash: West Meets East». – Sales & Marketing Management, July, 1991. – p. 28-34;
2. George Leslie, «U.S. Reps Should Learn to Sell ‘Japanese Style’». – Marketing News, October 29, 1990, p. 6.
3Scott Donaton and Dagmar Mussey, “Mine's Next Battlefront: Europe Advertising Ase”, March 6,1995. – p. 18.