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Modern Marketing Communications

  • Authors
  • Frank¬†Jefkins

Table of contents

  1. Front Matter
    Pages i-viii
  2. Introduction to Marketing Communications

  3. Communications and the Marketing Mix

    1. Front Matter
      Pages 5-5
    2. Frank Jefkins
      Pages 7-22
    3. Frank Jefkins
      Pages 31-42
    4. Frank Jefkins
      Pages 43-49
    5. Frank Jefkins
      Pages 50-55
    6. Frank Jefkins
      Pages 56-61
  4. Internal Communications

    1. Front Matter
      Pages 63-63
    2. Frank Jefkins
      Pages 65-69
    3. Frank Jefkins
      Pages 70-74
    4. Frank Jefkins
      Pages 75-78
    5. Frank Jefkins
      Pages 79-82
  5. Communicating with the Trade

    1. Front Matter
      Pages 83-83
    2. Frank Jefkins
      Pages 85-89
    3. Frank Jefkins
      Pages 90-95
  6. Communications with Customers

    1. Front Matter
      Pages 97-97
    2. Frank Jefkins
      Pages 99-106
    3. Frank Jefkins
      Pages 107-113
    4. Frank Jefkins
      Pages 114-121
  7. Special Communication Techniques

    1. Front Matter
      Pages 123-123
    2. Frank Jefkins
      Pages 125-145
    3. Frank Jefkins
      Pages 146-165
    4. Frank Jefkins
      Pages 166-174
    5. Frank Jefkins
      Pages 175-199
    6. Frank Jefkins
      Pages 200-208
    7. Frank Jefkins
      Pages 209-225
  8. Back Matter
    Pages 226-240

About this book

Introduction

Marketing communications is a subject which has become popular in both marketing and public relations circles, but sometimes with different parameters. There are those who prefer to confine marketing communications to promotional activities, which is mostly an academic point of view, and there are those who see the subject in broader terms, embracing every form of communication used in marketing, which is how the subject is practised in the business world. While the author has long experience as a teacher and examiner, he also continues to be a professional practitioner. Consequently, the book aims to serve those concerned with both the academic and the professional in terpreta tions of marketing comm unica tions. I t is of course hoped that those who adopt the academic approach to the subject will eventually acknowledge that there is more to marketing communi­ cations than advertising, sales promotion, selling, marketing research and public relations. It is also necessary to realise that public relations embraces much more than the 'publicity' in the 4Ps promotion box. Without wishing to be contentious, this broad approach is proposed so that communications of all kinds throughout the marketing strategy can have maximum effect. Very little has been published on this subject, and the book is therefore a pioneer attempt to establish the practical parameters of modern marketing communications. There are so many broad and narrow interpretations of marketing communications, but it is hoped that this book will be useful to teachers, students and practitioners of the subject.

Keywords

Advertising Promotion communication corporate identity marketing

Bibliographic information

  • DOI https://doi.org/10.1007/978-94-011-6868-7
  • Copyright Information Springer Science+Business Media B.V. 1990
  • Publisher Name Springer, Dordrecht
  • eBook Packages Springer Book Archive
  • Print ISBN 978-0-216-92694-3
  • Online ISBN 978-94-011-6868-7
  • Buy this book on publisher's site
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods