Marketing communication : new approaches, technologies, and styles / edited by Allan J. Kimmel.

Format:

Book

Contributor:

Kimmel, Allan J., editor.

Series:

Oxford scholarship online.

Oxford scholarship online

Language:

English

Subjects (All):

Communication in marketing.

Physical Description:

1 online resource (320 p.)

Edition:

1st ed.

Place of Publication:

Oxford : Oxford University Press, 2023.

Language Note:

English

Summary:

Divided into three parts, this book provides cutting edge perspectives from both academics and practitioners on the analysis of developments in all areas of marketing communication.

Contents:

New approaches to marketing communication

New trends in the promotion of companies and brands to stakeholders : a holistic approach / Maurice Lévy and Dan O'Donoghue

Past, current, and future trends in mass communication research / Matthew S. Eastin and Terry Daugherty

The twenty-first century consumer society / James Fitchett

Marketing communications in a world of consumption and brand communities / Albert M. Muñiz, Jr. and Thomas C. O'Guinn

Marketing communications trends in the emerging global marketplace / H. David Hennessey

Developments in marketing communication technologies

The future of television advertising / Tina M. Lowrey, L.J. Shrum, and John A. McCarty

Electronic marketing and marketing communications : the role of technology / John O'Connor, Eamonn Galvin, and Martin Evans

Recent developments in below-the-line marketing communications / Chris Fill

Integrated marketing communications and the emerging role of the website / Thomas W. Gruen

Word of mouth : the oldest, newest marketing medium / George R. Silverman

Rethinking marketing communication styles

Marketing communication in a postmodern world / A. Fuat Firat and Lars Thøger Christensen

Hypermodernity and the new millennium : scientific language as a tool for marketing communications / Eric J. Arnould and Elisabeth Tissier-Desbordes

Identity in marketing communications : an ethics of visual representation / Janet L. Borgerson and Jonathan E. Schroeder

The communication of marketing : a critical analysis of discursive practice / Douglas Brownlie and Michael Saren.

Notes:

Formerly CIP.

Previously issued in print: 2005.

Includes bibliographical references and index.

Derived record based on print version record and publisher information.

ISBN:

1-383-04210-1

1-4237-7100-1

1-280-90584-0

0-19-155713-7

OCLC:

887158270