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Author: Maureen Rhemann
Publisher:
Published: 2000
Total Pages: 0
ISBN-13: 9781890154172
DOWNLOAD EBOOK →The telecom industry is undergoing unprecedented upheaval as the entire world deregulates and monopolies break apart. This guidebook will help telecom managers compete successfully.
Author: Larry Percy
Publisher: Routledge
Published: 2014-06-27
Total Pages: 335
ISBN-13: 1136776206
DOWNLOAD EBOOK →An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
Author: M. Joseph Sirgy
Publisher: Atomic Dog Publishing
Published: 2006-08
Total Pages: 0
ISBN-13: 9781592602841
DOWNLOAD EBOOK →Strategic Marketing Communications: A Systems Approach to IMC is a textbook written for advanced students (both undergraduate and graduate students) majoring in marketing, marketing communications, and advertising. This book helps students understand the art and science of strategic decisions in marketing communications by showing students how to make strategic marketing communications decisions using a systems approach. The system approach guides decision-making in a hierarchy: corporate, marketing, and marketing communications. Within each hierarchical level the decision-maker selects a strategy that is implemented by setting measurable objectives, developing tactics, and allocating resources. These decisions, in turn are managed by two processes: analysis/planning and monitoring/control. In this text, authors Joe Sirgy and Don Rahtz address societal issues and provide great detail about the various elements of the marketing communications mix, including advertising, sales promotion, reseller support, public relations, direct marketing, and word-of-mouth communications. Students are also provided with reader-friendly case studies, web exercises, and illustrations to bring many of the technical concepts to life.
Author: Christopher E. Wilson
Publisher:
Published: 2019
Total Pages: 341
ISBN-13: 9781524998950
DOWNLOAD EBOOK →Author: Edoardo Magnotta
Publisher: Routledge
Published: 2019-10-18
Total Pages: 418
ISBN-13: 0429515464
DOWNLOAD EBOOK →This book sets out the new frontier of marketing and communication through real case histories. Companies must rethink their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI and IoT are the new frontiers of the digital transformation that are radically changing the way consumers and companies communicate and engage with each other. Marketing makes a company a change-maker, while communications tell the story to engage customers and stakeholders. The book introduces brand positioning (to match brand values and consumers’ attributes), and brand as human being (to raise trust, loyalty and engagement among customers and stakeholders), through Enel X and its partnership with Formula E in the e-mobility case, and the PMI case (its disruptive effect on tobacco industry). After a deep analysis of the disruptive effects on business models of the digital transformation, the book explores digital communications through the Pietro Coricelli case (how a well-designed digital strategy can raise reputation and sales). The book also provides a new holistic approach and identifies a future leader, through the H-FARM case (how to disrupt business models and education). The book is aimed at researchers, students and practitioners, and provides an improved understanding of marketing and communications, and the evolution of the strategic, organisational, and behavioural model.
Author: Brigitte Preissl
Publisher: Springer Science & Business Media
Published: 2009-06-12
Total Pages: 517
ISBN-13: 3790820822
DOWNLOAD EBOOK →Telecommunication markets are characterized by a dynamic development of technology and market structures. The specific features of network-based markets, convergence of previously separate spheres and the complex task of market regulation put traditional theoretical approaches as well as current regulatory policies to the test. This book sheds light on some of the challenges ahead. It covers a vast range of subjects from the intricacies of market regulation to new markets for mobile and internet-related services. The diffusion of broadband technology and the emergence of new business strategies that respond to the technological and regulatory challenges are treated in the book’s 24 chapters.
Author: Karen G. Strouse
Publisher: Artech House Publishers
Published: 2004-01-01
Total Pages: 205
ISBN-13: 9781580538541
DOWNLOAD EBOOK →"Offering a strategy based on customer-centered marketing, this resource helps professionals assess their company's market potential and target desirable segments successfully. Readers gain practical insight in evaluating their present customer base and learn the best ways to adjust their marketing strategies to eliminate unprofitable customers and attract high-value replacements. Moreover, the book helps planners and managers become attuned to customer demand and presents a service portfolio with a high potential for success."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved
Author: Paul Russell Smith
Publisher: Kogan Page Publishers
Published: 1999
Total Pages: 324
ISBN-13: 9780749429188
DOWNLOAD EBOOK →Following the CIM Advanced level syllabus in Marketing Communications, this text covers key areas of the process and includes pro-forma documents for topics such as SWOT analysis, creative briefs and media briefs.
Author: Karen G. Strouse
Publisher: Artech House Publishers
Published: 1999
Total Pages: 368
ISBN-13:
DOWNLOAD EBOOK →Gain the leading-edge intelligence and insight needed to market telecommunications services successfully amidst greater competition from local exchange companies, deregulation of long-distance services, and the proliferation of wireless technology with this first-of-its-kind resource. Whether you're a novice or veteran marketing professional, you find valuable guidance in developing the most effective marketing strategies, improving market readiness, and increasing profitability in this rapidly expanding marketplace. Specifically, you get comprehensive coverage of fundamental marketing concepts, competitive intelligence and insight on the marketing activities of telecommunications carriers, descriptions of the changes caused by deregulation, and implementation instructions for marketing strategies in channel selection, entry, market segmentation, pricing, and more.
Author: Asha Kaul
Publisher: SAGE Publications Pvt. Limited
Published: 2017-11-14
Total Pages: 0
ISBN-13: 9789386446190
DOWNLOAD EBOOK →Social media are rapidly and dramatically transforming the communication landscape. They are purported to provide reputational benefits by promoting transparency and enhancing possibilities for stakeholder engagement. However, they also present reputational risks by exposing organizations to new types of crises, stakeholder criticism, and digital activism. This textbook provides a comprehensive look at social-mediated developments in corporate and organizational communication and examines the consequent implications for reputation management. The book takes a grounded approach in bringing together perspectives from communication and management and from scholarship and practice. It helps the reader make sense of digitalization in corporate communication and its consequences for organization–stakeholder relationships, trust, engagement, leadership, and reputation. Covering a wide spectrum of topics such as branding, consumer engagement, employee relations, crisis communication, corporate responsibility and sustainability, and the return on investment (ROI), the book maps key changes in the evolving communication landscape, with an understanding of the strategic benefits and challenges for corporate reputation. Key Features • Blend of theory and practice of social-mediated communication and implications for reputation management • International focus with contemporary (and classic) examples and cases • Link with professional practice in “Voices from the Field” feature • Discussion questions and activities to encourage critical reflection and informed application
