Marketing Communication: New Approaches, Technologies, and Styles

Paperback | January 11, 2006

EditorAllan J. Kimmel

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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 broadtableau 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, thefocus on emerging developments in the field will also appeal to a broad range of researchers and marketing professionals.

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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 broadtableau of perspectives, the book reflects t...

Allan J. Kimmel is at Professor of Marketing, ESCP-EAP, European School of Management, Paris.
Format:PaperbackDimensions:320 pages, 9.21 × 6.14 × 0.74 inPublished:January 11, 2006Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199276951

ISBN - 13:9780199276950

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Table of Contents

Allan J. Kimmel: Introduction: Marketing Communication in the New MillenniumPart I: New Approaches to Marketing Communication1. Maurice Levy and Dan O'Donoghue: New Trends in the Promotion of Companies and Brands to Stakeholders: A Holistic Approach2. Matthew S. Eastin and Terry Daugherty: Past, Current, and Future Trends in Mass Communication Research3. James Fitchett: The 21st Century Consumer Society4. Albert M. Muniz, Jr. and Thomas C. O'Guinn: Marketing Communications in a World of Consumption and Brand Communities5. H. David Hennessey: Marketing Communications Trends in the Emerging Global MarketplacePart II: Developments in Marketing Communication Technologies6. Tina M. Lowrey, L. J. Shrum, and John A. McCarty: The Future of Television Advertising7. John O'Connor, Eamonn Galvin, and Martin Evans: Electronic Marketing and Marketing Communications: The Role of Technology8. Chris Fill: The Influence of Technology on Below-the-Line Marketing Communications9. Thomas W. Gruen: Integrated Marketing Communications and the Emerging Role of the Web Site10. George R. Silverman: Word of Mouth: The Oldest, Newest Marketing MediumPart III: Rethinking Marketing Communication Styles11. A. Fuat Firat and Lars Thoger Christensen: Marketing Communication in a Postmodern World12. Eric J. Arnould and Elisabeth Tissier-Desbordes: Hypermodernity and the New Millennium: Scientific Language as a Tool for Marketing Communications13. Janet L. Borgerson and Jonathan E. Schroeder: Identity in Marketing Communications: An Ethics of Visual Representation14. Douglas Brownlie and Michael Saren: The Communication of Marketing: A Critical Analysis of Discursive Practice