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整合营销传播 一种系统的视角 英文版PDF电子书下载
- 电子书积分:12 积分如何计算积分?
- 作 者:(美)(M.J.西尔盖)M.Joseph Sirgy著
- 出 版 社:北京:清华大学出版社
- 出版年份:1998
- ISBN:7302032637
- 页数:314 页
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
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