Marketing Communication: New Approaches, Technologies, and Styles

by Allan J. Kimmel

Overview

Marketing Communication: New Approaches, Technologies and Styles brings together leading authorities from both academia and the marketing industry to provide a comprehensive overview and analysis of the rapidly changing world of marketing communication in the 21st Century. Containing a broad tableau of perspectives, the book reflects the insights and experiences of academics and practitioners from both sides of the Atlantic. With its timely and in-depth focus on contemporary and evolving trends in marketing communication, this book will be of interest to a diverse audience of academics, students and marketing professionals. Primarily intended as a supplemental reader for undergraduate, graduate and MBA courses, the focus on emerging developments in the field will also appeal to a broad range researchers and marketing professionals.

Product Details

ISBN-13:	9780199276950
Publisher:	Oxford University Press, USA
Publication date:	12/28/2005
Edition description:	New Edition
Pages:	320
Product dimensions:	9.30(w) x 6.40(h) x 1.10(d)

Table of Contents

Introduction: Marketing Communication in the New Millennium, Allan J. Kimmel
Part I: New Approaches to Marketing Communication
1. New Trends in the Promotion of Companies and Brands to Stakeholders: A Holistic Approach, Maurice Lévy and Dan O'Donoghue
2. Past, Current, and Future Trends in Mass Communication Research, Matthew S. Eastin and Terry Daugherty
3. The 21st Century Consumer Society, James Fitchett
4. Marketing Communications in a World of Consumption and Brand Communities, Albert M. Muñiz, Jr. and Thomas C. O'Guinn
5. Marketing Communications Trends in the Emerging Global Marketplace, H. David Hennessey
Part II: Developments in Marketing Communication Technologies
6. The Future of Television Advertising, Tina M. Lowrey, L. J. Shrum, and John A. McCarty
7. Electronic Marketing and Marketing Communications: The Role of Technology, John O'Connor, Eamonn Galvin, and Martin Evans
8. The Influence of Technology on Below-the-Line Marketing Communications, Chris Fill
9. Integrated Marketing Communications and the Emerging Role of the Web Site, Thomas W. Gruen
10. Word of Mouth: The Oldest, Newest Marketing Medium, George R. Silverman
Part III: Rethinking Marketing Communication Styles
11. Marketing Communication in a Postmodern World, A. Fuat Firat and Lars Thøger Christensen
12. Hypermodernity and the New Millennium: Scientific Language as a Tool for Marketing Communications, Eric J. Arnould and Elisabeth Tissier-Desbordes
13. Identity in Marketing Communications: An Ethics of Visual Representation, Janet L. Borgerson and Jonathan E. Schroeder
14. The Communication of Marketing: A Critical Analysis of Discursive Practice, Douglas Brownlie and Michael Saren