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  • Book
  • © 1990

Modern Marketing Communications

Authors:

  1. Frank Jefkins
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Table of contents (22 chapters)

  1. Front Matter

    Pages i-viii
    PDF

  2. Introduction to Marketing Communications

  3. Communications and the Marketing Mix

    1. Front Matter

      Pages 5-5
      PDF

    2. A Broader Look at the Marketing Mix

      • Frank Jefkins
      Pages 7-22

    4. How Well Do Names and Brands Communicate?

      • Frank Jefkins
      Pages 31-42

    5. The Product Image and Packaging

      • Frank Jefkins
      Pages 43-49

    6. How Does Price Communicate?

      • Frank Jefkins
      Pages 50-55

    7. Corporate Identity

      • Frank Jefkins
      Pages 56-61

  4. Internal Communications

    1. Front Matter

      Pages 63-63
      PDF

    2. Internal Communications: Media and Methods

      • Frank Jefkins
      Pages 65-69

    3. Sales Conferences

      • Frank Jefkins
      Pages 70-74

    4. Sales Contests and Incentives

      • Frank Jefkins
      Pages 75-78

    5. Communicating with Sales Staff

      • Frank Jefkins
      Pages 79-82

  5. Communicating with the Trade

    1. Front Matter

      Pages 83-83
      PDF

    2. Dealer Activities

      • Frank Jefkins
      Pages 85-89

    3. Communicating with the Trade

      • Frank Jefkins
      Pages 90-95

  6. Communications with Customers

    1. Front Matter

      Pages 97-97
      PDF

    2. Consumer Behaviour

      • Frank Jefkins
      Pages 99-106

    3. Market Education

      • Frank Jefkins
      Pages 107-113
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About this book

Marketing communications is a subject which has become popular in both marketing and public relations circles, but sometimes with different parameters. There are those who prefer to confine marketing communications to promotional activities, which is mostly an academic point of view, and there are those who see the subject in broader terms, embracing every form of communication used in marketing, which is how the subject is practised in the business world. While the author has long experience as a teacher and examiner, he also continues to be a professional practitioner. Consequently, the book aims to serve those concerned with both the academic and the professional in terpreta tions of marketing comm unica tions. I t is of course hoped that those who adopt the academic approach to the subject will eventually acknowledge that there is more to marketing communi­ cations than advertising, sales promotion, selling, marketing research and public relations. It is also necessary to realise that public relations embraces much more than the 'publicity' in the 4Ps promotion box. Without wishing to be contentious, this broad approach is proposed so that communications of all kinds throughout the marketing strategy can have maximum effect. Very little has been published on this subject, and the book is therefore a pioneer attempt to establish the practical parameters of modern marketing communications. There are so many broad and narrow interpretations of marketing communications, but it is hoped that this book will be useful to teachers, students and practitioners of the subject.
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Keywords

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Bibliographic Information

  • Book Title: Modern Marketing Communications

  • Authors: Frank Jefkins

  • DOI: https://doi.org/10.1007/978-94-011-6868-7

  • Publisher: Springer Dordrecht

  • eBook Packages: Springer Book Archive

  • Copyright Information: Frank Jefkins 1990

  • Softcover ISBN: 978-0-216-92694-3Published: 01 March 1991

  • eBook ISBN: 978-94-011-6868-7Published: 06 December 2012

  • Edition Number: 1

  • Number of Pages: VIII, 240

  • Topics: Marketing, Science, Humanities and Social Sciences, multidisciplinary

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Buy it now

eBook USD 39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

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