Kellogg on Advertising & Media
The Kellogg School of Management
Gebonden Engels 2008 1e druk 9780470119860Samenvatting
De marketing staat voor ernstige veranderingen, zoals het verlies van de massa-klant, het terugvallen van televisiereclame en de grotere rol van online-reclame. Aan de andere kant staat zij ook voor de uitdaging om op nieuwe manieren klanten te bereiken. De wereldberoemde Kellogg marketingonderzoekers en stafmedewerkers zetten in 'Kellogg on Advertising and Media' uiteen hoe marketeers effectief kunnen adverteren in deze nieuwe mediaomgeving.
Trefwoorden
media adverteren marketing communicatie mediaonderzoek engagement reclame-effectiviteit digitale media interactieve televisie mediastrategieën social media mediafragmentatie mediacontext publieksonderzoek reclameboodschappen consumentengedrag merkimago public relations reputatiemanagement marketingcommunicatie mediaconvergentie klantrelaties business-to-business marketing advertisingethiek marketingonderzoek internetmarketing organisatieverandering innovatie crisismanagement conversieratio
Trefwoorden
Specificaties
Lezersrecensies
Inhoudsopgave
U kunt van deze inhoudsopgave een PDF downloaden
Introduction: Advertising and Media (Bobby J. Calder, Northwestern University).
Chapter 1: Media Engagement and Advertising Effectiveness (Bobby J. Calder and Edward C. Malthouse, Northwestern University).
. . .linking advertising and media.
Chapter 2: Making TVa Two-Way Street: Changing Viewer Engagement through Interaction (Michael Schreiber, NBC Universal).
. . .interactive television and the effectiveness of television advertising.
Chapter 3: Advertising in theWorld of New Media (Scott Berg, Hewlett Packard).
. . .burn the boats.
Chapter 4: Reinvention of TVAdvertising (Claudio Marcus, VisibleWorld).
. . .technology changes everything.
Chapter 5: Developments in Audience Measurement and Research (JamesWebster, Northwestern University).
. . .whats new in keeping score.
Chapter 6: Rethinking Message Strategies: The Difference between Thin and Thick Slicing (Angela Lee, Northwestern University).
. . . advertising and the unconscious.
Chapter 7: Managing the Unthinkable: What to Do When a Scandal Hits Your Brand (Michelle Roehm and Alice M. Tybout, Wake Forest University and Northwestern University).
. . .what to do when scandal hits your brand.
Chapter 8: Managing Public Reputation (Daniel Diermeier, Northwestern University).
. . .the challenge and the opportunity of uncontrolled media.
Chapter 9: The Contribution of Public Relations in the Future (Clarke Caywood, Northwestern University).
. . .corporate communications as a medium.
Chapter 10: Using THREE I Media in Business-to-Business Marketing (James Newcomb, Boeing).
. . .its not your fathers trade show.
Chapter 11: Communicating with Customers (Charles Spinosa, David Le Brocquy, and Bobby J. Calder, Vision Consulting and Northwestern University).
. . . committing the company to your advertising.
Chapter 12: Changing the Company (Julie Roehm, Backslash Meta, LLC).
. . .innovative marketing depends on organizational change.
Chapter 13: The Integration of Advertising and Media Content: Ethical and Practical Considerations (Richard Kolsky and Bobby J. Calder, Northwestern University).
. . .the endgame to the integration of advertising and media content.
About the Contributors
Index
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Patrick Petersen€ 17,99
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Wing Cheung€ 29,99
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan
