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Jingdong book

清华营销学系列英文版教材：广告、促销与整合营销传播（第5版）

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Jingdong book

清华营销学系列英文版教材：广告、促销与整合营销传播（第5版）

Name: 清华营销学系列英文版教材：广告、促销与整合营销传播（第5版）
Brand: Jingdong book
SKU: 3102017461
Price: 44.90 USD
Availability: OutOfStock

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Content Description

现代社会中，任何人都会或多或少地受到广告或其他促销工具的影响。无论是企业还是公共组织，与目标受众进行有效、迅速、一致的沟通，都是事业成功的关键。广告信息及其他形式的促销信息，不仅可以促进产品和服务的销售，还可用来处理各种社会问题。
《清华营销学系列英文版教材：广告、促销与整合营销传播（第5版）》的写作目的是为读者提供实用的整合营销传播框架，将广告、促销及其他营销手段真正融合为一体。《清华营销学系列英文版教材：广告、促销与整合营销传播（第5版）》分为五部分，分别讲述了整合营销传播中的基础知识、广告工具、媒体工具、促销工具，以及整合营销传播中的伦理、监管和评估。《清华营销学系列英文版教材：广告、促销与整合营销传播（第5版）》案例丰富，行文生动，读者可充分领略营销领域的多姿多彩。
本书适合作为营销类专业本科生教材，也可供实际从业人士参考。

Catalogue

第一部分整合营销传播基础
第1章整合营销传播
第2章公司形象和品牌管理
第3章购买者行为
第4章整合营销传播计划过程

第二部分整合营销传播中的广告工具
第5章广告管理
第6章广告设计：理论架构与诉求类型
第7章广告设计：信息战咯与实施架构

第三部分整合营销传播中的媒体工具
第8章传统的媒体渠道
第9章电子化营销
第10章其他的营销方式

第四部分整合营销传播中的促销工具
第11章数据库营销、直复营销以及人员推销
第12章销售促进
第13章公共关系和赞助项目

第五部分整合营销传播中的伦理、监管和评估
第14章监管和伦理问题
第15章评估整合营销方案

Book Abstract

INTERNATIONAL IMPLICATIONS
Understanding media viewing habits in international markets continues to be an important part of a successful advertising program. In Japan， television is a major advertising tool， in other countries， it is not as prevalent. In Europe， the best way to reach consumers is through print media; magazines and newspapers account for 51.5 percent of total ad spending. Figure 8.11 illustrates differences in media usage in the United States， Europe， and Japan.
For several years， reports have surfaced that teenagers are watching less TV and spending more time on the Internet. A study by Forrester Research contradicted that notion， at least in Europe. Thousands of teenagers in Europe were surveyed about their media usage. The general conclusions ofthe Forrester study are that:
European teens spend more time watching TV than they do with any other medium， averaging 10.3 hours per week.
Average personal time on the Internet is 9.1 hours per week.
Europeans ages 10 to 17 spend less time on the Internet than individuals 18 and older.
Only 41 percent of European teens visit social networks at least once a week.
Teenagers like to multitask-watching TV while texting friends or playing video games while listening to music or TV
Younger European teens love video games， playing twice as much as individuals 18 and older.
Most teenagers do not read the paper. They get news from TV or the Internet.
Although there are a large number of media buying agencies throughout the world， nearly three-quarters of all media buying is conducted by only six large global agencies or their holding agencies. The largest global mebdia company is the WPP Group， Which holds 22 percent of the market share . To consortium these large media networks， a global media consortium has been formed. The consortium consists of a number of smaller independent agencies and offers services in Europe， North America， the Russian Federation， and Asia. Central offices are located in New York and London to serve business clients and to pitch for regional and national accounts.
The large global media agencies have faced some criticism in recent years from marketing managers. They complain about the inability to provide effective media buys throughout all the countries where the clients operate. Although a few agencies do cover the world， it is difficult to be strong in every country where an agency may have a presence. The global agency may not be the best option in every country. For this reason， local media agencies and the consortium ofindependent agencies believe they have a chance to increase theif market share.
In general， the tactics used to develop advertising campaigns and choose appropriate media in the United States apply to other countries throughout the world. What differs is the nature of the target markets， consumer media preferences， and the processes used to buy media. Company representatives carefully attend to cultural mores to make sure the buying process does not offend the cultural and religious attitudes in any given region. The goalis to fully understand the target market as a company purchases advertising time or space and prepares advertising campaigns.
……

Introduction

世纪之交，中国与世界的发展呈现最显著的两大趋势——以网络为代表的信息技术的突飞猛进，以及经济全球化的激烈挑战。无论是无远弗界的因特网，还是日益密切的政治、经济、文化等方面的国际合作，都标示着21世纪的中国是一个更加开放的中国，也面临着一个更加开放的世界。
教育，特别是管理教育总是扮演着学习与合作的先行者的角色。改革开放以来，尤其是20世纪90年代之后，为了探寻中国国情与国际上一切优秀的管理教育思想、方法和手段的完美结合，为了更好地培养高层次的“面向国际市场竞争、具备国际经营头脑”的管理者，我国的教育机构与美国、欧洲、澳洲以及亚洲一些国家和地区的大量的著名管理学院和顶尖跨国企业建立了长期密切的合作关系。以清华大学经济管理学院为例，2000年，学院顾问委员会成立，并于10月举行了第一次会议，2001年4月又举行了第二次会议。这个顾问委员会包括了世界上最大的一些跨国公司和中国几家顶尖企业的最高领导人，其阵容之大、层次之高，超过了世界上任何一所商学院。在这样高层次、多样化、重实效的管理教育国际合作中，教师和学生与国外的交流机会大幅度增加，越来越深刻地融入到全球性的教育、文化和思想观念的时代变革中，我们的管理教育工作者和经济管理学习者，更加真切地体验到这个世界正发生着深刻的变化，也更主动地探寻和把握着世界经济发展和跨国企业运作的脉搏。
……

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