整合营销传播 一种系统的视角 英文版PDF电子书下载

PART Ⅰ: INTRODUCTION 3

CHAPTER 1 Integrated Marketing Communications 3

Definition of IMC 3

Characteristics of an IMC Campaign 5

A Developmental View of IMC 6

Conditions or Trends That Paved the Way for IMC 8

Approaches to Planning IMC 10

Summary 21

Questions for Discussion 21

Notes 22

Suggested Reading 23

CHAPTER 2 Systems Concepts 24

Strategies and Tactics 25

Setting Objectives 26

Budgeting 31

Monitoring and Control 31

Analysis and Planning 32

System Integration 34

Summary 37

Questions for Discussion 38

Suggested Reading 38

CHAPTER 3 A Systems Model for Integrated Marketing communiations 40

A Systems Model 41

Strategy → Objective→ Tactics 41

Budgeting 45

Setting Objectives 45

Monitoring and Control 48

Analysis and Planning 49

Marketing Communications Integration 51

Summary 52

Questions for Discussion 52

Notes 53

Suggested Reading 54

PART Ⅱ STRATEGIES AND TACTICS 59

CHAPTER 4 Corporate Strategies and Tactics 59

Strategies and Tactics at the Corporate Level 59

The Growth Strategy and Corresponding Tactics 61

The Maintain Position Strategy and Corresponding Tactics 63

The Harvest Strategy and Corresponding Tactics 64

The Innovation Strategy and Corresponding Tactics 65

The Divestment Strategy and Corresponding Tactics 66

Summary 67

Questions for Discussion 67

Notes 68

Suggested Reading 68

CHAPTER 5 Marketing Strategies and Tactics 70

The Differentiation Strategy and Corresponding Tactics 72

The Cost Leadership Strategy and Corresponding Tactics 92

Focus-Related Strategies and Corresponding Tactics 93

Summary 99

Questions for Discussion 100

Notes 101

Suggested Reading 102

Appendix 5.1: Selecting Important Product Attributes 103

Appendix 5.2: Selecting Message Claims that are Competitor Oriented 106

Appendix 5.3: Selecting the Most Effective Relative Price 108

Appendix 5.4: Measuring Store Image 109

Appendix 5.5: Selecting an Effective Celebrity Endorser 109

Appendix 5.6: Selecting the Most Effective Low Price 110

Appendix 5.7: Selecting Important Customer Benefits 111

Appendix 5.8: Selecting Important User/Customer Images 112

Notes 115

CHAPTER 6 Marketing Communications Strategies and Tactics 117

Strategies and Tactics Related to Marketing Communications 118

The Informative (Thinker) Strategy and Tactics 118

The Affective (Feeler) Strategy and Tactics 131

The Habit Formation (Doer) Strategy and Tactics 134

The Self-Satisfaction (Reactor) Marketing Communications Strategy and Tactics 139

Summary 143

Questions for Discussion 144

Notes 144

Suggested Reading 145

PART Ⅲ OBJECTIVES, RESOURCES, AND CONTROL 149

CHAPTER 7 Objectives and Performance Measures 149

Advantages of Stating and Ouantifying Objectives 149

Setting Objectives 152

Examples of Objectives 154

Measures of Corporate Objectives 157

Measures of Marketing Objectives 159

Measures of Marketing Communications Objectives 166

Summary 180

Questions for Discussion 181

Notes 182

Suggested Reading 184

CHAPTER 8 Budget 186

Traditional Budgeting Methods of Marketing Communications 188

Recommended Budgeting Method 193

Summary 197

Questions for Discussion 197

Notes 198

Suggested Reading 198

CHAPTER 9 Monitoring and Control 200

Failing to Meet Marketing Communications Objectives 203

Failing to Meet Marketing Objectives 205

Failing to Meet Corporate Objectives 206

Summary 208

Questions for Discussion 208

Notes 209

Suggested Reading 209

PART Ⅳ ANALYSIS AND PLANNING 213

CHAPTER 10 Analysis and Planning: Selecting a Strategy 213

Situation Analysis in Selecting a Corporate Strategy 215

Situation Analysis in Selecting a Marketing Strategy 226

Situation Analysis in Selecting a Marketing Communications Strategy 233

Summary 236

Questions for Discussion 236

Notes 237

Suggested Reading 239

CHAPTER 11 Analysis and Planning: Setting Objectives 240

Using Situation Analysis to Set Corporate Objectives 241

Using Situation Analysis to Set Marketing Objectives 244

Using Situation Analysis to Set Marketing Communications Objectives 246

Summary 249

Questions for Discussion 249

Notes 250

Suggested Reading 250

CHAPTER12 Analysis and Planning: Budgeting for Marketing Communications 251

Using Situation Analysis in Budgeting for Marketing Communications 252

Organizational Factors 252

Industry Factors 255

Product Factors 258

Customer Factors 259

Summary 260

Questions for Discussion 261

Notes 261

Suggested Reading 262

PART Ⅴ THE MRRKETINC COMMUNICATIONS SYSTEM AT LARCE 265

CHAPTER 13 Lessons in Integration 265

Integrating the Marketing Communications System 266

Summary 277

Questions for Discussion 278

Suggested Reading 279

Glossary 281

Credits 297

Index 299