Info
- Utilizzare la checkbox di selezione a fianco di ciascun documento per attivare le funzionalità di stampa, invio email, download nei formati disponibili del (i) record.
Market-driven management e mercati globali / Silvio M. Brondoni (ed.)
| Market-driven management e mercati globali / Silvio M. Brondoni (ed.) |
| Pubbl/distr/stampa | Torino : Giappichelli, 2007 |
| Descrizione fisica | xvi, 221 p. ; 24 cm |
| Disciplina | 658.802 |
| Altri autori (Persone) | Brondoni, Silvio Mauthor |
| Collana | Impresa economia comunicazione ; 16 |
| Soggetto topico |
Imprese - Competitività internazionale
Marketing internazionale |
| ISBN | 9788834882771 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ita |
| Record Nr. | UNISALENTO-991003440189707536 |
| Torino : Giappichelli, 2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. del Salento | ||
| ||
Market-driven management e mercati globali / Silvio M. Brondoni (ed.)
| Market-driven management e mercati globali / Silvio M. Brondoni (ed.) |
| Pubbl/distr/stampa | Torino, : G. Giappichelli, [2007] |
| Descrizione fisica | XVI, 221 p. ; 24 cm. |
| Disciplina | 658.802 |
| Collana | Impresa economia comunicazione |
| Soggetto topico |
Imprese - Competitività
Marketing - Pianificazione |
| ISBN | 9788834882771 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ita |
| Record Nr. | UNISANNIO-RMS1930054 |
| Torino, : G. Giappichelli, [2007] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. del Sannio | ||
| ||
Marketing communication : principles and practice / / Richard J. Varey
| Marketing communication : principles and practice / / Richard J. Varey |
| Autore | Varey Richard J. <1955-, > |
| Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 2002 |
| Descrizione fisica | 1 online resource (417 p.) |
| Disciplina |
658.8
658.802 |
| Soggetto topico | Communication in marketing |
| ISBN |
1-134-58159-9
981-210-237-X 1-134-58160-2 1-280-40381-0 0-203-46691-8 |
| Classificazione | 85.40 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
MARKETING COMMUNICATION PRINCIPLES AND PRACTICE; Copyright; Contents; List of figures; List of case studies; List of boxes; List of tables; Structure of the book; Preface; Chapter 1 An introduction to marketing communication; Learning points; Introduction; The marketing task; Marketing, consumption, and communication; Marketing as a management technology: micro-marketing; Marketing as a social process: macro-marketing; Weaknesses in traditional textbook explanations of marketing; Weaknesses in traditional textbook explanations of marketing communication
The contrived evolution of human communication technologiesWhat do you think?; Rationale for the book; Further reading; Chapter 2 A communication concept for communicating; Learning points; Introduction; The orthodox view of marketing communication; Three perspectives on messages; Communicator characteristics; Zones of meaning; Communication networks; Communication and culture; What do you think?; Further reading; Chapter 3 Consumer behaviour and communication; Learning points; Introduction; People as consumers; Theories of purchase behaviours; How can we explain buyer behaviour? The purchase decision-making processSome further key concepts; Mindfulness; The appreciative system; Diffusion of innovations; Personal influence and opinion leaders; Corporate buying behaviour; Implications for managers; What do you think?; Further reading; Chapter 4 Marketing communication ideology; Learning points; Introduction; Communication is relational; Communication as a mode of exchange; Marketing communication in the value-creating system; Cooperation, collaboration, competition; Marketing communication objectives; Messages; Market education; Response to marketing action What do you think?Further reading; Chapter 5 Managing with stakeholders in mind; Learning points; Introduction; The marketing environment; Audiences, markets, and publics; Stakeholding; Do we have a stakeholder society in the UK?; The third- and fourth-wave society of the new millennium; The inclusive company; Managing with stakeholders in mind; Corporate community; Concepts of communication and communication purpose; Marketing channels and networks; What do you think?; Further reading; Chapter 6 Intercultural communication; Learning points; Introduction; Culture and marketing Culture as communicationCross-cultural consumer behaviour; International strategies; International advertising; What do you think?; Further reading; Chapter 7 The marketing mix as social communicator; Learning points; Introduction; The elements of the modern marketing mix; The traditional communication tools; Buyer state; Communicating in marketing channels; Investing in word-of-mouth promotion; Consumer vs. business to business; Choosing communication activities; Beyond the 4 Ps; What do you think?; Further reading; Chapter 8 The brand communicator; Learning points; Introduction Cognitive response to marketing interventions |
| Record Nr. | UNINA-9910679662303321 |
Varey Richard J. <1955-, >
|
||
| London ; ; New York : , : Routledge, , 2002 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing communication : principles and practice / / Richard J. Varey
| Marketing communication : principles and practice / / Richard J. Varey |
| Autore | Varey Richard J. <1955-, > |
| Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 2002 |
| Descrizione fisica | 1 online resource (417 p.) |
| Disciplina |
658.8
658.802 |
| Soggetto topico | Communication in marketing |
| ISBN |
1-134-58159-9
981-210-237-X 1-134-58160-2 1-280-40381-0 0-203-46691-8 |
| Classificazione | 85.40 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
MARKETING COMMUNICATION PRINCIPLES AND PRACTICE; Copyright; Contents; List of figures; List of case studies; List of boxes; List of tables; Structure of the book; Preface; Chapter 1 An introduction to marketing communication; Learning points; Introduction; The marketing task; Marketing, consumption, and communication; Marketing as a management technology: micro-marketing; Marketing as a social process: macro-marketing; Weaknesses in traditional textbook explanations of marketing; Weaknesses in traditional textbook explanations of marketing communication
The contrived evolution of human communication technologiesWhat do you think?; Rationale for the book; Further reading; Chapter 2 A communication concept for communicating; Learning points; Introduction; The orthodox view of marketing communication; Three perspectives on messages; Communicator characteristics; Zones of meaning; Communication networks; Communication and culture; What do you think?; Further reading; Chapter 3 Consumer behaviour and communication; Learning points; Introduction; People as consumers; Theories of purchase behaviours; How can we explain buyer behaviour? The purchase decision-making processSome further key concepts; Mindfulness; The appreciative system; Diffusion of innovations; Personal influence and opinion leaders; Corporate buying behaviour; Implications for managers; What do you think?; Further reading; Chapter 4 Marketing communication ideology; Learning points; Introduction; Communication is relational; Communication as a mode of exchange; Marketing communication in the value-creating system; Cooperation, collaboration, competition; Marketing communication objectives; Messages; Market education; Response to marketing action What do you think?Further reading; Chapter 5 Managing with stakeholders in mind; Learning points; Introduction; The marketing environment; Audiences, markets, and publics; Stakeholding; Do we have a stakeholder society in the UK?; The third- and fourth-wave society of the new millennium; The inclusive company; Managing with stakeholders in mind; Corporate community; Concepts of communication and communication purpose; Marketing channels and networks; What do you think?; Further reading; Chapter 6 Intercultural communication; Learning points; Introduction; Culture and marketing Culture as communicationCross-cultural consumer behaviour; International strategies; International advertising; What do you think?; Further reading; Chapter 7 The marketing mix as social communicator; Learning points; Introduction; The elements of the modern marketing mix; The traditional communication tools; Buyer state; Communicating in marketing channels; Investing in word-of-mouth promotion; Consumer vs. business to business; Choosing communication activities; Beyond the 4 Ps; What do you think?; Further reading; Chapter 8 The brand communicator; Learning points; Introduction Cognitive response to marketing interventions |
| Record Nr. | UNISA-996262840603316 |
|
Varey Richard J. <1955-, >
|
||
| London ; ; New York : , : Routledge, , 2002 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
Marketing communication : principles and practice / Richard J. Varey
| Marketing communication : principles and practice / Richard J. Varey |
| Autore | Varey, Richard J |
| Pubbl/distr/stampa | New York : Routledge, 2002 |
| Descrizione fisica | xxv, 389 p. ; 26 cm |
| Disciplina | 658.802 |
| Soggetto topico | Communication in marketing |
| ISBN | 041523039X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNISALENTO-991003995119707536 |
|
Varey, Richard J
|
||
| New York : Routledge, 2002 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. del Salento | ||
| ||
Marketing communication e conoscenza di marca / Silvio M. Brondoni, Margherita Corniani
| Marketing communication e conoscenza di marca / Silvio M. Brondoni, Margherita Corniani |
| Autore | Brondoni, Silvio M. |
| Pubbl/distr/stampa | Torino, : Giappichelli, 2013 |
| Descrizione fisica | X, 79 p. ; 24 cm |
| Disciplina | 658.802 |
| Altri autori (Persone) | Corniani, Margherita |
| Collana | Impresa economia comunicazione |
| Soggetto topico | Imprese - Competitivita - Strategie |
| ISBN | 9788834847633 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ita |
| Record Nr. | UNICAS-UFI0607385 |
|
Brondoni, Silvio M.
|
||
| Torino, : Giappichelli, 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Cassino | ||
| ||
Marketing communications : discovery, creation and conversations / / Chris Fill and Sarah Turnbull
| Marketing communications : discovery, creation and conversations / / Chris Fill and Sarah Turnbull |
| Autore | Fill Chris |
| Edizione | [7th ed.] |
| Pubbl/distr/stampa | Harlow, England, : Pearson, 2016 |
| Descrizione fisica | 1 online resource (xxxvi, 724 p.) : col. ill |
| Disciplina | 658.802 |
| Soggetto topico |
Communication in marketing
Marketing channels Sales promotion Branding (Marketing) |
| ISBN | 1-292-09383-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part 1 Introduction to marketing communications -- 1 Introducing marketing communications -- 2 Communications: forms and conversations -- 3 Audience insight: information processing and behaviour -- 4 How marketing communications might work -- Part 2 Managing marketing communications -- 5 Marketing communications: strategy and planning -- 6 Marketing communications: objectives and positioning -- 7 The communications industry: structure, operations and finance -- 8 Evaluation and metrics -- 9 Branding and marketing communications -- 10 Integrated marketing communications -- Part 3 The marketing communications mix -- 11 Advertising: role, forms and strategy -- 12 Public relations: principles and practice -- 13 Sponsorship -- 14 Direct marketing and personal selling -- 15 Sales promotion, field marketing and brand experience -- 16 Brand placement, exhibitions, packaging and licensing -- 17 Messages and creativity -- 18 Media - principles and practice -- 19 Social, search and other interactive media -- 20 Media planning: reaching audiences. |
| Record Nr. | UNINA-9910154947103321 |
|
Fill Chris
|
||
| Harlow, England, : Pearson, 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing communications : a European perspective / / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh
| Marketing communications : a European perspective / / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh |
| Autore | Pelsmacker Patrick De |
| Edizione | [Fifth edition.] |
| Pubbl/distr/stampa | Harlow, England : , : Pearson, , 2013 |
| Descrizione fisica | 1 online resource (xxi, 615 pages) : illustrartions |
| Disciplina | 658.802 |
| Collana | Always Learning |
| Soggetto topico |
Communication in marketing - Europe
Marketing - Europe Advertising - Europe |
| ISBN | 0-273-77324-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910150216203321 |
|
Pelsmacker Patrick De
|
||
| Harlow, England : , : Pearson, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing communications in emerging economies . Volume II Conceptual issues and empirical evidence / / edited by Thomas Anning-Dorson [and four others]
| Marketing communications in emerging economies . Volume II Conceptual issues and empirical evidence / / edited by Thomas Anning-Dorson [and four others] |
| Pubbl/distr/stampa | Cham, Switzerland : , : Springer, , [2022] |
| Descrizione fisica | 1 online resource : illustrations |
| Disciplina | 658.802 |
| Collana | Palgrave studies of marketing in emerging economies |
| Soggetto topico | Communication in marketing |
| ISBN | 3-030-81337-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910522927303321 |
| Cham, Switzerland : , : Springer, , [2022] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing communications in emerging economies . Volume I ; Foundational and contemporary issues / / editors, Thomas Anning-Dorson [et al.]
| Marketing communications in emerging economies . Volume I ; Foundational and contemporary issues / / editors, Thomas Anning-Dorson [et al.] |
| Pubbl/distr/stampa | Cham, Switzerland : , : Springer, , [2021] |
| Descrizione fisica | 1 online resource (XXII, 301 p. 24 illus., 19 illus. in color. :) |
| Disciplina | 658.802 |
| Collana | Palgrave Studies of Marketing in Emerging Economies |
| Soggetto topico |
Communication in marketing - Developing countries
Communication in marketing Globalization Marketing |
| ISBN | 3-030-81329-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Intro -- Preface -- Contents -- Notes on Contributors -- List of Figures -- List of Tables -- 1 Introduction to Marketing Communications: Setting the Scene for Emerging Economies -- 1.1 Introduction -- 1.2 Understanding the Importance of Emerging Economies -- 1.3 Integrated Marketing Communications and the Emerging Market -- 1.4 Structure and Contributions of the Book -- 1.5 Conclusion -- References -- 2 Customer Value and Marketing Communications -- 2.1 Introduction -- 2.2 Value and the Value Management Cycle -- 2.2.1 Value Creation -- 2.2.2 Value Communication -- 2.2.3 Value Capture -- 2.3 Shifting Toward Customer-Oriented Value Communication -- 2.4 Build a Value Culture the Facilitate Communications -- 2.5 Value Communication, Corporate and Brand Positioning -- 2.6 Conclusion -- References -- 3 Cultural Values and Marketing Communications in Emerging Markets -- 3.1 Introduction -- 3.2 What Are Emerging Markets? -- 3.3 Culture and Its Characteristics -- 3.4 Culture and Marketing Communications -- 3.5 Models of National Culture: Basic Assumptions -- 3.6 Hofstede's Model of National Culture -- 3.6.1 Individualism-Collectivism -- 3.6.2 Power Distance -- 3.6.3 Masculinity-Femininity -- 3.6.4 Uncertainty Avoidance -- 3.6.5 Long- Versus Short-Term Orientation -- 3.7 Schwartz Cultural Values Orientations -- 3.7.1 Autonomy Versus Embeddedness -- 3.7.2 Egalitarianism Versus Hierarchy -- 3.7.3 Harmony Versus Mastery -- 3.8 Leung and Bond's Social Axioms Theory -- 3.8.1 Social Cynicism -- 3.8.2 Reward for Application -- 3.8.3 Social Complexity -- 3.8.4 Fate Control -- 3.8.5 Religiosity -- 3.9 Effect of Culture on Perceptions and Emotions -- 3.10 Consumer Culture Theory (CCT) -- 3.11 Consumer Culture Positioning -- 3.11.1 Global Consumer Culture Positioning (GCCP) -- 3.11.2 Local Consumer Culture Positioning (LCCP).
3.11.3 Foreign Consumer Culture Positioning (FCCP) -- 3.12 Implications of Cultural Value Orientations in Marketing Strategies and Marketing Communications -- 3.13 Marketing Communication Implications for Local Brand Managers -- 3.14 Marketing Communication Implications for Global Brand Managers -- 3.15 Conclusion -- References -- 4 Bibliometric Review and Direction for Integrated Marketing Communications Research: Implications for Emerging Markets -- 4.1 Introduction -- 4.2 Bibliometric Methodology -- 4.3 Results -- 4.3.1 Descriptive Bibliometric Analysis -- 4.3.2 Overview of Bibliometric Data -- 4.3.3 Scientific Production Level -- 4.4 Impact Insights -- 4.4.1 Leading Authors -- 4.4.2 Influential Impact -- 4.4.3 Leading Countries -- 4.4.4 Peer-Reviewed Sources -- 4.5 Network Bibliometric Analysis -- 4.5.1 Co-authorship Network Analysis -- 4.6 Implications for IMC Research Within the Emerging Market Context -- 4.7 Conclusion and Summary -- References -- 5 Analysing the Influence of Public Relations in the Integrated Marketing Communication Process -- 5.1 Introduction -- 5.2 Literature Review -- 5.2.1 The Marketing Mix -- 5.2.2 Conceptualising Integrated Marketing Communication -- 5.3 The IMC Process -- 5.4 Public Relations and IMC -- 5.4.1 Public Relations and Power/Influence -- 5.4.2 Public Relations Power/Influence and IMC -- 5.5 Methodology -- 5.6 Discussion of Results -- 5.6.1 Overview of Research Participants -- 5.6.2 Findings from the Interviews -- 5.7 Discussions and Implications of Research -- 5.8 Conclusion, Limitations, and Future Research -- References -- 6 The Antecedents and Consequences of Brand Hate: A Review of Current Literature -- 6.1 Introduction -- 6.2 Conceptualizing Brand Hate -- 6.3 Theoretical Underpinning -- 6.4 The Antecedents of Brand Hate -- 6.4.1 Negative Experience -- 6.4.2 Symbolic Incongruity. 6.4.3 Ideological Incompatibility -- 6.4.4 Rumor -- 6.4.5 Poor Relationship Quality -- 6.4.6 Country of Origin -- 6.5 The Consequences of Brand Hate -- 6.5.1 Brand Avoidance and Switching -- 6.5.2 Negative Word-Of-Mouth -- 6.5.3 Brand Retaliation and Revenge -- 6.5.4 Willingness to Make Financial Sacrifices to Hurt the Brand (WFS) -- 6.5.4.1 Proposed Comprehensive Conceptual Framework -- 6.6 Opportunity for Future Research -- 6.7 Conclusion -- References -- 7 Types of Corporate Social Responsibility Initiatives as Response to COVID-19 Pandemic in Emerging Economies -- 7.1 Introduction -- 7.2 The Impact of the Novel COVID-19 Pandemic -- 7.3 Response from Private Businesses in Support of the Fight Against the Pandemic -- 7.4 Literature Review -- 7.4.1 Cause Promotion -- 7.4.2 Cause-Related Marketing (CRM) -- 7.4.3 Corporate Philanthropy -- 7.4.4 Corporate Social Marketing (CSM) -- 7.4.5 Workforce Volunteering -- 7.4.6 Socially Responsible Business Practices -- 7.5 The Stakeholder Theory as Underpinning Theory for the Study -- 7.6 Methodology -- 7.7 Results -- 7.7.1 CSIs to Mitigate the Impact of Covid-19 in China -- 7.7.2 CSIs in Brazil Against Covid-19 Pandemic -- 7.7.3 CSIs by South African Companies to Support Efforts Against Covid-19 -- 7.7.4 CSIs Undertaken by Ghanaian Firms to Support the Fight Against the Covid-19 Pandemic -- 7.8 Discussion of the Result -- 7.9 Implications and Conclusions -- 7.10 Conclusions and Directions for Future Research -- References -- 8 Visual Pollution Through Excessive Outdoor Advertisements -- 8.1 Introduction -- 8.2 Problem Statement -- 8.3 Limitations of the Research -- 8.4 Research Methodology -- 8.5 Outdoor Advertisements on Ghana's Urban Roads -- 8.5.1 Excessive Outdoor Advertisements in Urban Settings -- 8.5.2 Outdoor Advertisements on Urban Roads: The Case of Spintex Road -- 8.5.3 Field Data of June 2020. 8.5.4 Archived Data of March 2016 -- 8.5.5 Comparison of Outdoor Advertisements on the Spintex Road, March 2016 vs June 2020 -- 8.6 From Outdoor Advertisements to Visual Pollution -- 8.6.1 Visual Pollution -- 8.6.2 Outdoor Advertisements and Visual Pollution on the Spintex Road -- 8.7 Conclusion -- References -- 9 Radio Advertising and Bank Customers' Purchase Intention: Evidence from an Emerging Economy -- 9.1 Introduction -- 9.2 Literature Review and Hypotheses Development -- 9.2.1 Purchase Intention and Cognitive Response Theory -- 9.2.2 Advertising -- 9.3 Conceptual Framework -- 9.3.1 Advertising Dimensions -- 9.3.2 Advertising Roles -- 9.3.3 Satisfaction with Advertising -- 9.3.4 Advertising and Purchase Intention Link -- 9.4 Methodology -- 9.5 Results and Discussion -- 9.5.1 Demographic Information of Participants -- 9.5.2 Correlation Analysis -- 9.5.3 Effect of Advertising Dimension on Customers' Purchase Intentions -- 9.5.4 Effect of Advertising Role on Customers' Purchase Intentions -- 9.5.5 Effect of Customers' Satisfaction with Advertising on Customers' Purchase Intentions -- 9.5.6 Holistic Approach: Composite Constructs and Purchase Intentions -- 9.6 Implications -- 9.7 Limitations and Suggestions for Further Studies -- References -- 10 Technology and the Changing Communications Environment -- 10.1 Introduction -- 10.2 Emerging Countries-South Africa and India-An Overview -- 10.2.1 Similarities and Differences in Two Emerging Countries-South Africa and India -- 10.3 Green Technology -- 10.4 Sustainable Development -- 10.4.1 Sustainable Development, Technology and Innovation -- 10.5 Methodology -- 10.6 Part 1-Banking Sector -- 10.6.1 Banking Sector Green Focus in India -- 10.6.2 Banking Sector Green Focus in South Africa -- 10.7 Green Technological Initiatives taken by Indian Banks -- 10.7.1 Public Banks -- 10.7.2 Private Sector Banks. 10.7.3 Green Technological Initiatives taken by South African Banks -- 10.8 Strategies for Green Banking -- 10.9 Cloud Computing -- 10.9.1 Disruption of IT in Business -- 10.9.2 Below Poverty Line Market Consumers and Being Green -- 10.9.3 Cloud Computing Direct/Indirect Impact on Green and BOP Segment -- 10.9.4 Cloud Computing Examples -- 10.9.4.1 Internal-CellC Cloud Adaption -- 10.9.4.2 Small Business-FNB Business and for small business Instant Accounting -- 10.9.4.3 Townships in SA-Government and large corporations' initiatives -- 10.10 Conclusion -- References -- 11 Conclusion and Way Forward for Marketing Communications in Emerging Economies -- 11.1 Introduction -- 11.2 Lessons for Emerging Market Practice -- 11.3 Lessons for Academia -- Index. |
| Record Nr. | UNINA-9910508436503321 |
| Cham, Switzerland : , : Springer, , [2021] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
