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Klappentext Marketing Communication: New Approaches, Technologies, and 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. Zusammenfassung Focuses on the various developments in marketing communication, including advertising, public relations, and sales promotions. Written by twenty-five prominent contemporary marketing experts from the US and Europe, this book is useful for those interested in marketing techniques and communication technologies of the 21st Century. Inhaltsverzeichnis 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 ...
