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Jingdong book

整合营销传播：广告、媒介与促销（第5版·全球版）

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Jingdong book

整合营销传播：广告、媒介与促销（第5版·全球版）

Name: 整合营销传播：广告、媒介与促销（第5版·全球版）
Brand: Jingdong book
SKU: 3101002491
Price: 47.41 USD
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Content Description

《整合营销传播：广告、媒介与促销（第5版·全球版）》是一本适用于本科生的营销学教材。
《整合营销传播：广告、媒介与促销（第5版·全球版）》以整合营销传播的视角对广告与促销进行了分析。这种整体性的处理方法将广告、促销与营销传播熔为一炉，详细解释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，以及对整合营销传播的监管和评估。最新的第5版纳入了广告传播从业人员提供的大量鲜活案例，读之有强烈的在场感，读者可以充分领略整合营销传播的多姿多彩。

Author Description

肯尼思·E.克洛，路易斯安那大学门罗分校营销学教授，阿肯色大学博士。

唐纳德·巴克，匹兹堡州立大学管理学教授，内布拉斯加大学博士。

谭咏风，独立咨询顾问，16年市场研究、市场营销和品牌管理工作经验。曾任上海家化市场部副总监、Interbrand公司咨询顾问。华东师范大学心理学博士。主要研究方向为生活转折点适应、消费者生活方式与消费行为。

胡静，华东师范大学心理学博士，任职于同济大学，主要研究方向为毕生发展、职业生涯发展。

Catalogue

第一部分整合营销传播基础
第1章整合营销传播
Twitter：社交网络和营销传播的未来
1.1 营销传播的本质
1.2 整合营销传播
1.3 整合营销传播计划
1.4 营销传播的新趋势
1.5 IMC的价值
1.6 整合营销传播构成要素及本书设计
1.7 国际市场上的启示
整合营销活动实践
第2章企业形象和品牌管理
芙拉娃娃：阿拉伯的身体和灵魂
2.1 企业形象
2.2 识别期望的企业形象
2.3 塑造正确的形象
2.4 企业形象再生
2.5 企业形象改变
2.6 企业名称
2.7 企业标识
2.8 品牌建设
2.9 品牌的类型
2.10 建立强势品牌
2.11 建立品牌声望
2.12 持续品牌成功
2.13 品牌资产
2.14 自有品牌
2.15 包装
2.16 标签
2.17 品牌管理中的伦理问题
2.18 国际市场上的启示
整合营销活动实践：家庭联邦银行
第3章购买者行为
食之秘蛋糕咖啡店：餐饮新趋势的秘密
3.1 消费者购买过程
3.2 信息搜寻
3.3 评估购买选择
3.4 消费者购买环境的趋势
3.5 B2B购物者行为
3.6 影响营销企业采购中心的因素
3.7 B2B购买类型
3.8 B2B购买过程
3.9 双渠道营销
3.10 国际市场上的启示
整合营销活动实践：Argent金融
第4章整合营销传播计划过程
PetSmart：这是狗狗的生活（还真不赖）
4.1 IMC计划环境
4.2 目标市场
4.3 消费者细分
4.4 B2B市场细分
4.5 产品定位
4.6 营销传播目标
4.7 制定传播预算
4.8 预算的类型
4.9 IMC的组成部分
4.10 国际市场上的启示
整合营销活动实践：Skyjacker

第二部分整合营销传播广告工具
第5章广告管理
……
第6章广告设计：理论框架和诉求类型
第7章广告设计：信息策略和执行框架

第三部分整合营销传播媒介工具
第8章传统的媒介渠道
第9章电子互动营销
第10章另类营销

第四部分整合营销传播促销工具
第11章数据库营销、直复营销和人员销售
第12章促销
第13章公共关系和赞助活动

第五部分整合营销传播的伦理道德、管理规章和评估
第14章管制和道德考虑
第15章评估整合营销传播计划

注释

Book Abstract

《整合营销传播：广告、媒介与促销（第5版·全球版）》：
现在很多产品都提供相似利益，当消费者认为大部分品牌的属性相同时，就出现了品牌趋同（brand parity）。在消费者看来，自己可以从一个品牌集选择，而不必只买某一特定品牌。品牌趋同意味着消费者购买考虑因素中，质量的重要性降低，而价格、购买方便性和促销活动变成了影响消费者购买决策的重要因素。结果，品牌忠诚度持续下降。对自有品牌接受度的提升也降低了品牌忠诚度。
最近的一项调查发现，在大部分产品品类中，消费者都愿意转换品牌，没有哪个品牌让他们觉得是比其他品牌更好。为了应对这一趋势，营销团队要努力创意一些信息，表明自己公司的产品是与众不同的。尽管这些信息竭力想要表明自己公司的品牌与竞争者不同，比竞争者更好，但是还是无法改变消费者品牌趋同的认知。因此，一些公司开始采用一些特殊的营销战术。强调顾客参与市场上被认为相似的品牌越来越多。为此营销人员做了很多努力，以期在品牌的各个接触点上吸引顾客参与，建立品牌忠诚度。所谓接触点（touch point）是指顾客和公司进行互动或可以获得更多公司信息的任何地方。顾客参与计划通常会使用各种数字媒体。不管怎样，这些都是更加整合的营销传播计划的一部分。
有效的顾客参与可以提供双向沟通渠道。这可以通过提供奖励或者其他理由让顾客和公司交流。那些能有所行动的顾客，他们一定和品牌建立了情感认同，对品牌具有信心、信任、自豪和激情的情感。反过来，品牌必须兑现承诺，为消费者提供更多的积极参与交流和对话的理由。
微观市场营销的增加
营销涉及识别公司或产品的目标市场以及接触到这些目标细分市场的恰当媒介渠道。随着信息时代的来临和不断增加的传播技术，电视广告这样的大众传媒的影响力在急剧下降。录像机、回放功能和使用遥控器进行频道浏览让消费者可以只看节目，不看广告。很多电视广告都没有被受众看到，那些只看特定节目的人也不看广告。类似的情况也发生在其他大众媒体。
于是，很多营销人士开始将精力转向微观市场营销技术。这些微观营销活动将注意力放在个体和更加细分的市场上，而不是大众市场上。MarketingEvolution公司的创始人雷克斯·布格斯（Rex Briggs）认为：“……未来你将看到更加分散的媒介组合以及更多的数字化。”
广告公司要在这些方面有所动作。1970年以前，几乎所有的广告公司都只关注营销计划中的广告部分。现在，很多广告公司将大量的时间和精力用来帮助客户制定和完善整合营销计划。除了广告，广告公司还设计网站内容，设计特别的营销活动，寻求和客户建立双向的沟通渠道。
……

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