Overview

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 of researchers and marketing professionals.

Full Product Details

Author:   Allan J. Kimmel (Professor of Marketing, ESCP-EAP, European School of Management, Paris)
Publisher:   Oxford University Press
Imprint:   Oxford University Press
Dimensions:   Width: 16.30cm , Height: 2.80cm , Length: 24.20cm
Weight:   0.632kg
ISBN:  

9780199276943

ISBN 10:   0199276943
Pages:   320
Publication Date:   17 November 2005
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   To order  
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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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