书籍详情
整合营销传播：一种系统的视角 英文版
作者：（美）[M.J.西尔盖]（M.Joseph Sirgy）著
出版社：清华大学出版社
出版时间：1998-11-01
ISBN：9787302032632
定价：¥29.50
内容简介
书主题为整合营销传播，即通过系统的方式将营销传播与战略性营销结合起来。本书回顾和评价了整合营销沟通理论的权威舒尔茨（DonE.Shultz）等人的理论框架，指出其价值和存在的缺点。在此基础上作者提出了以系统性为特点的新的整合营销沟通策划和监控模式。这一模式为营销经理们提供了有关建立与企业和营销目标一致的沟通目标的指导意见，并指出了建立具体的定量目标，用相关的测量尺度监控实施情况的方式。本书揭示了企业的营销决策是营销沟通策划和管理过程的组成部分。本书并非简单地向读者介绍营销沟通的知识，而是试图在扩大读者这方面知识的同时，帮助他们较多地了解营销沟通的策划和管理过程。通过提供从战略角度策划和管理营销沟通的概念化工具（方法）。本书也有助于负责营销沟通的经理们完善他们的业务操作方法。本书主要服务于高年级营销专业的学生和营销传播的实际工作者。许多高校仅向本科生开设营销沟通方面的课程，本书便可以成为一本合适的辅助教材。学生在学习了基本的营销沟通概念之后，教师应该要求他们阅读此书，以使他们在课程结束时学会整合营销沟通要素的方法。有些高校在营销沟通方面开设基础和高级课程，在此情况下，本书非常适用于高级课程。本书也可单独作为营销沟通专业学生高年级课程的教材（或作为辅助阅读材料）。本书还适用于授予营销、广告、或传播理学硕士学位的商学院或新闻传播学院。给硕士研究生教授营销沟通课程的教师们应该认真考虑是否将此书作为教材。凭借现有的商务经验和营销沟通背景，大多数MBA学生完全能够理解和欣赏本书内含的概念。
作者简介
暂缺《整合营销传播：一种系统的视角 英文版》作者简介
目录
Brief Contents
Preface xv
Acknowledgments xix
PART I: INTRODUCTION
Chapter 1 Integrated Marketing Communications
Chapter 2 Systems Concepts
Chapter 3 A Systems Model for Integrated Marketing
Communications
PART II: STRATEGIES AND TACTICS
Chapter 4 Corporate Strategies and Tactics
Chapter 5 Marketing Strategies and Tactics
Chapter 6 Marketing Communications Strategies and Tactics
PART III: OBJECTIVES, RESOURCES, AND CONTROL
Chapter 7 Objectives and Performance Measures
Chapter 8 Budget
Chapter 9 Monitoring and Control
PART IV: ANALYSIS AND PLANNING
Chapter 10 Analysis and Planning: Selecting a Strategy
Chapter 11 Analysis and Planning: Setting Objectives
Chapter 12 Analysis and Planning: Budgeting for Marketing
Communications
PART V: THE MARKETING COMMUNICATIONS SYSTEM AT LARGE
Chapter 13 Lessons in Integration
GIossary
Credits
Index
Preface xv
Acknowledgments xix
PART 1: INTRODUCTION
CHAPTER 1 Integrated Marketing Communications
Definition of IMC
Characteristics of an IMC Campaign
A Developmental View of IMC
Conditions or Trends That Paved the Way for IMC
Approaches to Planning IMC
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 2 Systems Concepts
Strategies and Tactics
Setting Objectives
Budgeting
Monitoring and Control
Analysis and Planning
System Integration
Summary
Questions for Discussion
Suggested Reading
CHAPTER 3 A Systems Model for Integrated Marketing
Communications
A Systems Model
Strategy -?Objective -> Tactics
Budgeting
Setting Objectives
Monitoring and Control
Analysis and Planning
Marketing Communications Integration
Summary
Questions for Discussion
Notes
Suggested Reading
PART II STRATECIES AND TACTICS
CHAPTER 4 Corporate Strategies and Tactics
Strategies and Tactics at the Corporate Level
The Growth Strategy and Corresponding Tactics
The Maintain Position Strategy and Corresponding Tactics
The Harvest Strategy and Corresponding Tactics
The Innovation Strategy and Corresponding Tactics
The Divestment Strategy and Corresponding Tactics
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 5 Marketing Strategies and Tactics
The Differentiation Strategy and Corresponding Tactics
The Cost Leadership Strategy and Corresponding Tactics
Focus-Related Strategies and Corresponding Tactics
Summary
Questions for Discussion
Notes
Suggested Reading
Appendix 5.1: Selecting Important Product Attributes
Appendix 5.2: Selecting Message Claims that are Competitor Oriented
Appendix 5.3: Selecting the Most Effective Relative Price
Appendix 5.4: Measuring Store Image
Appendix 5.5: Selecting an Effective Celebrity Endorser
Appendix 5.6: Selecting the Most Effective Low Price
Appendix 5.7: Selecting Important Customer Benefits
Appendix 5.8: Selecting Important User/Customer Images
Notes
CHAPTER 6 Marketing Communications Strategies and Tactics
Strategies and Tactics Related to Marketing Communications
The Informative (Thinker) Strategy and Tactics
The Affective (Feeler) Strategy and Tactics
The Habit Formation (Doer) Strategy and Tactics
The Self-Satisfaction (Reactor) Marketing Communications Strategy and
Tactics
Summary
Questions for Discussion
Notes
Suggested Reading
PART III OBJECTIVES, RESOURCES, AND CONTROL
CHAPTER 7 Objectives and Performance Measures
Advantages of Stating and Quantifying Objectives
Setting Objectives
Examples of Objectives
Measures of Corporate Objectives
Measures of Marketing Objectives
Measures of Marketing Communications Objectives
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 8 Budget
Traditional Budgeting Methods of Marketing Communications
Recommended Budgeting Method
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 9 Monitoring and Control
Failing to Meet Marketing Communications Objectives
Failing to Meet Marketing Objectives
Failing to Meet Corporate Objectives
Summary
Questions for Discussion
Notes
Suggested Reading
PARTIV ANALYSIS AND PLANNINC
CHAPTER 10 Analysis and Planning: Selecting a Strategy
Situation Analysis in Selecting a Corporate Strategy
Situation Analysis in Selecting a Marketing Strategy
Situation Analysis in Selecting a Marketing Communications
Strategy
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 11 Analysis and Planning: Setting Objectives
Using Situation Analysis to Set Corporate Objectives
Using Situation Analysis to Set Marketing Objectives
Using Situation Analysis to Set Marketing Communications
Objectives
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 12 Analysis and Planning: Budgeting for Marketing
Communications
Using Situation Analysis in Budeetine for Marketing
Communications
Organizational Factors
Industry Factors
Product Factors
Customer Factors
Summary
Questions for Discu
Notes
Suggested Reading
PART V THE MARKETINC COMMUNICATIONS SYSTEM AT LARGE
CHAPTER 13 Lessons in Integration
Integrating the Marketing Communications System
Summary
Questions for Discussion
Suggested Reading
Glossary
Credits
Index
Preface xv
Acknowledgments xix
PART I: INTRODUCTION
Chapter 1 Integrated Marketing Communications
Chapter 2 Systems Concepts
Chapter 3 A Systems Model for Integrated Marketing
Communications
PART II: STRATEGIES AND TACTICS
Chapter 4 Corporate Strategies and Tactics
Chapter 5 Marketing Strategies and Tactics
Chapter 6 Marketing Communications Strategies and Tactics
PART III: OBJECTIVES, RESOURCES, AND CONTROL
Chapter 7 Objectives and Performance Measures
Chapter 8 Budget
Chapter 9 Monitoring and Control
PART IV: ANALYSIS AND PLANNING
Chapter 10 Analysis and Planning: Selecting a Strategy
Chapter 11 Analysis and Planning: Setting Objectives
Chapter 12 Analysis and Planning: Budgeting for Marketing
Communications
PART V: THE MARKETING COMMUNICATIONS SYSTEM AT LARGE
Chapter 13 Lessons in Integration
GIossary
Credits
Index
Preface xv
Acknowledgments xix
PART 1: INTRODUCTION
CHAPTER 1 Integrated Marketing Communications
Definition of IMC
Characteristics of an IMC Campaign
A Developmental View of IMC
Conditions or Trends That Paved the Way for IMC
Approaches to Planning IMC
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 2 Systems Concepts
Strategies and Tactics
Setting Objectives
Budgeting
Monitoring and Control
Analysis and Planning
System Integration
Summary
Questions for Discussion
Suggested Reading
CHAPTER 3 A Systems Model for Integrated Marketing
Communications
A Systems Model
Strategy -?Objective -> Tactics
Budgeting
Setting Objectives
Monitoring and Control
Analysis and Planning
Marketing Communications Integration
Summary
Questions for Discussion
Notes
Suggested Reading
PART II STRATECIES AND TACTICS
CHAPTER 4 Corporate Strategies and Tactics
Strategies and Tactics at the Corporate Level
The Growth Strategy and Corresponding Tactics
The Maintain Position Strategy and Corresponding Tactics
The Harvest Strategy and Corresponding Tactics
The Innovation Strategy and Corresponding Tactics
The Divestment Strategy and Corresponding Tactics
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 5 Marketing Strategies and Tactics
The Differentiation Strategy and Corresponding Tactics
The Cost Leadership Strategy and Corresponding Tactics
Focus-Related Strategies and Corresponding Tactics
Summary
Questions for Discussion
Notes
Suggested Reading
Appendix 5.1: Selecting Important Product Attributes
Appendix 5.2: Selecting Message Claims that are Competitor Oriented
Appendix 5.3: Selecting the Most Effective Relative Price
Appendix 5.4: Measuring Store Image
Appendix 5.5: Selecting an Effective Celebrity Endorser
Appendix 5.6: Selecting the Most Effective Low Price
Appendix 5.7: Selecting Important Customer Benefits
Appendix 5.8: Selecting Important User/Customer Images
Notes
CHAPTER 6 Marketing Communications Strategies and Tactics
Strategies and Tactics Related to Marketing Communications
The Informative (Thinker) Strategy and Tactics
The Affective (Feeler) Strategy and Tactics
The Habit Formation (Doer) Strategy and Tactics
The Self-Satisfaction (Reactor) Marketing Communications Strategy and
Tactics
Summary
Questions for Discussion
Notes
Suggested Reading
PART III OBJECTIVES, RESOURCES, AND CONTROL
CHAPTER 7 Objectives and Performance Measures
Advantages of Stating and Quantifying Objectives
Setting Objectives
Examples of Objectives
Measures of Corporate Objectives
Measures of Marketing Objectives
Measures of Marketing Communications Objectives
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 8 Budget
Traditional Budgeting Methods of Marketing Communications
Recommended Budgeting Method
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 9 Monitoring and Control
Failing to Meet Marketing Communications Objectives
Failing to Meet Marketing Objectives
Failing to Meet Corporate Objectives
Summary
Questions for Discussion
Notes
Suggested Reading
PARTIV ANALYSIS AND PLANNINC
CHAPTER 10 Analysis and Planning: Selecting a Strategy
Situation Analysis in Selecting a Corporate Strategy
Situation Analysis in Selecting a Marketing Strategy
Situation Analysis in Selecting a Marketing Communications
Strategy
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 11 Analysis and Planning: Setting Objectives
Using Situation Analysis to Set Corporate Objectives
Using Situation Analysis to Set Marketing Objectives
Using Situation Analysis to Set Marketing Communications
Objectives
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 12 Analysis and Planning: Budgeting for Marketing
Communications
Using Situation Analysis in Budeetine for Marketing
Communications
Organizational Factors
Industry Factors
Product Factors
Customer Factors
Summary
Questions for Discu
Notes
Suggested Reading
PART V THE MARKETINC COMMUNICATIONS SYSTEM AT LARGE
CHAPTER 13 Lessons in Integration
Integrating the Marketing Communications System
Summary
Questions for Discussion
Suggested Reading
Glossary
Credits
Index
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