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Marketing Communications John R Rossiter

Marketing Communications By John R Rossiter

Marketing Communications by John R Rossiter

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Summary

Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective to provide students with a practical planning system and a seven-step approach enabling them to create a consistent and comprehensive marketing plan.

Marketing Communications Summary

Marketing Communications: Objectives, Strategy, Tactics by John R Rossiter

Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan.

The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools - Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern - as well as by the London Business School, Oxford's Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics.

Key features include:

  • An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications.
  • A managerial perspective, helping students to become a marketing manager and study as though they are in the role.
  • Coverage of key new marketing communications topics such as branding and social media.

In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota.

The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual.

Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels.

Marketing Communications Reviews

I was already a big fan of the seminal Rossiter & Percy textbook. I read the first edition as a student and became fascinated by advertising. Later, I used the second edition in my classes. Unsurprisingly, the new Rossiter, Percy, & Bergkvist book is an excellent textbook: clearly structured, based on a sound theoretical approach, and highly relevant for marketing practice. This symbioses of theory and practice provides students with a perfect knowledge base for their later job in marketing management.
-- Professor Dr. Tobias Langner
Rossiter, Percy, and Bergkvist's Marketing Communications is a delightful guide full of essential concepts and theories for our students who are keen to learn modern marcoms. The authors take readers a delightful journey into a magical world of branding and communication.
-- Shintaro Okazaki
I grew up with this book. And as the authors continue to refine and update it, Marketing Communications represents one of the truly great insights into advertising, marketing and consumers.
-- Professor Mark Ritson

This book, influenced by seasoned ad industry authorities, contains all you need to know about creating and managing a communication effort from brand positioning to and campaign objectives to campaign management. All students of communication in a tough environment should have this book on their shelf.

-- David Aaker

This book represents a successful, meaningful synthesis of the thoughts and practical experiences of the authors. Readers will find strategy-based insights for marketing communications together with implementable tactics. This book could function as a stand-alone text for undergraduate and graduate students and as a resource for practitioners who desire additional perspectives on how to manage their marketing communication efforts.

-- Dr Leslie Carlson

Table of Contents

Part I: Marcoms and Branding Chapter 1: Marketing Communications and Campaign Planning Chapter 2: Branding and Brand Positioning Part II: Marcoms Campaign Objectives Chapter 3: Campaign Target Audience Selection and Action Objectives Chapter 4: Campaign Communication Objectives Part III: Creative Strategy Chapter 5: Key Benefit Claim and The Creative Idea Chapter 6: Brand Awareness and Brand Attitude (Grid) Tactics Chapter 7: Attention Tactics and Pretesting Part IV: Sales Promotion Strategy Chapter 8: Manufacturer and Retailer Promotions Part V: Media Strategy Chapter 9: Media-Type Selection and the Reach Pattern Chapter 10: Effective Frequency and Strategic Scheduling Rules Part VI: Campaign Management Chapter 11: Setting the Campaign Budget Chapter 12: Campaign Tracking Part VII: Other Marcoms Chapter 13: Corporate Image Advertising, Sponsorships, and PR Chapter 14: Personal Selling and Customer Database Marketing Chapter 15: Social Marketing and Ethics

Additional information

GOR013337894
9781526438652
1526438658
Marketing Communications: Objectives, Strategy, Tactics by John R Rossiter
John R Rossiter
Used - Like New
Paperback
SAGE Publications Ltd
2018-09-04
584
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read, but looks new. The book cover has no visible wear, and the dust jacket is included if applicable. No missing or damaged pages, no tears, possible very minimal creasing, no underlining or highlighting of text, and no writing in the margins

Customer Reviews - Marketing Communications