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Author:   Allan J. Kimmel (Professor of Marketing, ESCP-EAP, European School of Management, Paris)
Publisher:   Oxford University Press
Imprint:   Oxford University Press
Dimensions:   Width: 15.60cm , Height: 1.90cm , Length: 23.40cm
Weight:   0.495kg
ISBN:  

9780199276950

ISBN 10:   0199276951
Pages:   320
Publication Date:   17 November 2005
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   To order  
Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us.

Table of Contents

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

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