《整合营销传播 一种系统的视角 英文版》

PART Ⅰ: INTRODUCTION3

CHAPTER 1 Integrated MarketingCommunications3

Definition of IMC3

Characteristics of an IMC Campaign5

A Developmental View of IMC6

Conditions or Trends That Paved the Way for IMC8

Approaches to Planning IMC10

Summary21

Questions for Discussion21

Notes22

Suggested Reading23

CHAPTER 2 Systems Concepts24

Strategies and Tactics25

Setting Objectives26

Budgeting31

Monitoring and Control31

Analysis and Planning32

System Integration34

Summary37

Questions for Discussion38

Suggested Reading38

CHAPTER 3 A Systems Model for Integrated Marketing communiations40

A Systems Model41

Strategy → Objective→ Tactics41

Budgeting45

Setting Objectives45

Monitoring and Control48

Analysis and Planning49

Marketing Communications Integration51

Summary52

Questions for Discussion52

Notes53

Suggested Reading54

PART Ⅱ STRATEGIES AND TACTICS59

CHAPTER 4 Corporate Strategies and Tactics59

Strategies and Tactics at the Corporate Level59

The Growth Strategy and Corresponding Tactics61

The Maintain Position Strategy and Corresponding Tactics63

The Harvest Strategy and Corresponding Tactics64

The Innovation Strategy and Corresponding Tactics65

The Divestment Strategy and Corresponding Tactics66

Summary67

Questions for Discussion67

Notes68

Suggested Reading68

CHAPTER 5 Marketing Strategies and Tactics70

The Differentiation Strategy and Corresponding Tactics72

The Cost Leadership Strategy and Corresponding Tactics92

Focus-Related Strategies and Corresponding Tactics93

Summary99

Questions for Discussion100

Notes101

Suggested Reading102

Appendix 5.1: Selecting Important Product Attributes103

Appendix 5.2: Selecting Message Claims that are Competitor Oriented106

Appendix 5.3: Selecting the Most Effective Relative Price108

Appendix 5.4: Measuring Store Image109

Appendix 5.5: Selecting an Effective Celebrity Endorser109

Appendix 5.6: Selecting the Most Effective Low Price110

Appendix 5.7: Selecting Important Customer Benefits111

Appendix 5.8: Selecting Important User/Customer Images112

Notes115

CHAPTER 6 Marketing Communications Strategies and Tactics117

Strategies and Tactics Related to Marketing Communications118

The Informative (Thinker) Strategy and Tactics118

The Affective (Feeler) Strategy and Tactics131

The Habit Formation (Doer) Strategy and Tactics134

The Self-Satisfaction (Reactor) Marketing Communications Strategy and Tactics139

Summary143

Questions for Discussion144

Notes144

Suggested Reading145

PART Ⅲ OBJECTIVES, RESOURCES, AND CONTROL149

CHAPTER 7 Objectives and Performance Measures149

Advantages of Stating and Ouantifying Objectives149

Setting Objectives152

Examples of Objectives154

Measures of Corporate Objectives157

Measures of Marketing Objectives159

Measures of Marketing Communications Objectives166

Summary180

Questions for Discussion181

Notes182

Suggested Reading184

CHAPTER 8 Budget186

Traditional Budgeting Methods of Marketing Communications188

Recommended Budgeting Method193

Summary197

Questions for Discussion197

Notes198

Suggested Reading198

CHAPTER 9 Monitoring and Control200

Failing to Meet Marketing Communications Objectives203

Failing to Meet Marketing Objectives205

Failing to Meet Corporate Objectives206

Summary208

Questions for Discussion208

Notes209

Suggested Reading209

PART Ⅳ ANALYSIS AND PLANNING213

CHAPTER 10 Analysis and Planning: Selecting a Strategy213

Situation Analysis in Selecting a Corporate Strategy215

Situation Analysis in Selecting a Marketing Strategy226

Situation Analysis in Selecting a Marketing Communications Strategy233

Summary236

Questions for Discussion236

Notes237

Suggested Reading239

CHAPTER 11 Analysis and Planning: Setting Objectives240

Using Situation Analysis to Set Corporate Objectives241

Using Situation Analysis to Set Marketing Objectives244

Using Situation Analysis to Set Marketing Communications Objectives246

Summary249

Questions for Discussion249

Notes250

Suggested Reading250

CHAPTER12 Analysis and Planning: Budgeting for Marketing Communications251

Using Situation Analysis in Budgeting for Marketing Communications252

Organizational Factors252

Industry Factors255

Product Factors258

Customer Factors259

Summary260

Questions for Discussion261

Notes261

Suggested Reading262

PART Ⅴ THE MRRKETINC COMMUNICATIONS SYSTEM AT LARCE265

CHAPTER 13 Lessons in Integration265

Integrating the Marketing Communications System266

Summary277

Questions for Discussion278

Suggested Reading279

Glossary281

Credits297

Index299