Marketing Communications

Professor Philip J. Kitchen, Martin Naughton Chair in Business Strategy, Queen's University of Belfast.

Preface 1. Introduction and Overview of Marketing Communications 2. The Role and Function of Marketing Communications in Organisations 3. The Evolution of Marketing and Marketing Communications - Principles and Practice 4. Planning the Marketing Communications Process - Managerial Paradigm 5. The Need for Analysis as Part of the Planning and Implementation Process 6. Marketing Communications - Organisational Context 7. The Drive for Integrated Marketing Communications 8. Audience and Environment: Measurement and Media 9. The Communications Process and the Semiotic Boundary 10. CIP/Hem Models of Information Processing 11. The Elaboration Likelihood Model of Persuasive Communication 12. Adoption and Diffusion Processes 13. Environmental Issues in Marketing Communications 14. Marketing Communications Renaissance - A Time for Perfection 15. Marketing Communications Activities 16. Advertising 17. Sales Promotion 18. Direct Marketing 19. Personal Selling - Management and Organisation 20. Marketing Public Relations 21. Sponsorship 22. Internet (International Context) 23. Relationship Marketing 24. The Relationship Among Advertisers, Agencies Media and Target Audiences 25. The Argument for Advertising Agency Remuneration 26. Measuring the Success Rate: Evaluating the Marketing Communications Process and Marcom Programmes 27. Developing a Research Framework: Hints and Guides for Dissertations 28. Role and Function - Principles and Practice Revisited Bibliography Index

• 1. Introduction and Overview of Marketing Communications.2. The Role and Function of Marketing Communications in Organisations.3. The Evolution of Marketing and Marketing Communications - Principles and Practice.4. Planning the Marketing Communications Process - Managerial Paradigm.5. The Need for Analysis as Part of the Planning and Implementation Process.6. Marketing Communications - Organisational Context.7. The Drive for Integrated Marketing Communications.8. Audience and Environment: Measurement and Media.9. The Communications Process and the Semiotic Boundary.10. CIP/Hem Models of Information Processing.11. The Elaboration Likelihood Model of Persuasive Communication.12. Adoption and Diffusion Processes.13. Environmental Issues in Marketing Communications.14. Marketing Communications Renaissance - A Time for Perfection.15. Marketing Communications Activities.16. Advertising.17. Sales Promotion.18. Direct Marketing.19. Personal Selling - Management and Organisation.20. Marketing Public Relations.21. Sponsorship.22. Internet (International Context).23. Relationship Marketing.24. The Relationship Among Advertisers, Agencies Media and Target Audiences.25. The Argument for Advertising Agency Remuneration.26. Measuring the Success Rate: Evaluating the Marketing Communications Process and Marcom Programmes.27. Developing a Research Framework: Hints and Guides for Dissertations.28. Role and Function - Principles and Practice Revisited.Bibliography.Index.