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Promotional management : issues and perspectives / [compiled by] Norman Govoni, Robert Eng, Morton Galper.

Contributor(s): Material type: TextTextPublication details: Englewood Cliffs, N.J. : Prentice-Hall, c1988.Description: xi, 305 p. : ill. ; 24 cmISBN:
  • 0137310358 (pbk.)
  • 9780137310357
Subject(s): DDC classification:
  • 658.8
Contents:
The nature and scope of marketing / Shelby D. Hunt -- The concept of the marketing mix / Neil H. Borden -- Putting strategy into promotion mix decisions / Thomas A. Petit and Martha R. McEnally -- A decision sequence analysis of developments in marketing communication / Michael L. Ray.
How communication works / Wilbur Schramm -- The relevance of decision process models in structuring persuasive messages / Peter Wright and Frederic Barbour -- An appraisal of low-involvement consumer information processing / F. Stewart DeBruicker -- Behavioral learning theory: its relevance to marketing and promotions / Michael L. Rothschild and William C. Gaidis -- An attitudinal framework for advertising strategy / Harper W. Boyd,Jr., Michael L. Ray and Edward G. Strong -- Positioning cuts through chaos in the marketplace / Jack Trout and Al Ries.
The propaganda function in marketing / Edmund McGarry -- Plan for more productive advertising / Malcolm A. McNiven -- Does advertising belong in the capital budget? / Joel Dean -- A model for predictive measurements of advertising effectiveness / Robert J. Lavidge and Gary A. Steiner -- How advertising works: a planning model / Richard Vaughn -- Today's top priority advertising research questions / Diane Schmalensee.
Comparison of advertising and selling / Howard C. Cash and W. J. E. Crissy -- Interaction and influence processes in personal selling / Harry L. Davis and Alvin J. Silk -- Selling assertively / Marvin A. Jolson -- Integrating the sales force into your marketing effort / Jack D. Wilner.
The third mode of marketing / Eugene R. Beem and H. Jay Shaffer -- Psychological perspectives on consumer response to sales promotion / Alan G. Sawyer and Peter R. Dickson -- Consumer promotions in service marketing / Christopher H. Lovelock and John A. Quelch -- It's time to make trade promotions more productive / John A. Quelch -- Marketing and public relations / Philip Kotler and William Mindak.
Deception in advertising: a conceptual approach / David M. Gardner -- Marketing's "Scarlet Letter": the theory and practice of corrective advertising / William L. Wilkie, Dennis L. McNeill and Michael B. Mazis -- Coordinating international advertising / Dean M. Peebles, John K. Ryans,Jr., and Ivan R. Vernon.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Carlow Campus Library Store - Ask Library Staff 658.8 (Browse shelf(Opens below)) 1 Available 21240

Includes bibliographies.

[Part 1. Foundations of marketing and promotion] The nature and scope of marketing / Shelby D. Hunt -- The concept of the marketing mix / Neil H. Borden -- Putting strategy into promotion mix decisions / Thomas A. Petit and Martha R. McEnally -- A decision sequence analysis of developments in marketing communication / Michael L. Ray.

[Part 2. Understanding how promotion works] How communication works / Wilbur Schramm -- The relevance of decision process models in structuring persuasive messages / Peter Wright and Frederic Barbour -- An appraisal of low-involvement consumer information processing / F. Stewart DeBruicker -- Behavioral learning theory: its relevance to marketing and promotions / Michael L. Rothschild and William C. Gaidis -- An attitudinal framework for advertising strategy / Harper W. Boyd,Jr., Michael L. Ray and Edward G. Strong -- Positioning cuts through chaos in the marketplace / Jack Trout and Al Ries.

[Part 3. Advertising and advertising management] The propaganda function in marketing / Edmund McGarry -- Plan for more productive advertising / Malcolm A. McNiven -- Does advertising belong in the capital budget? / Joel Dean -- A model for predictive measurements of advertising effectiveness / Robert J. Lavidge and Gary A. Steiner -- How advertising works: a planning model / Richard Vaughn -- Today's top priority advertising research questions / Diane Schmalensee.

[Part 4. Personal selling and sales management] Comparison of advertising and selling / Howard C. Cash and W. J. E. Crissy -- Interaction and influence processes in personal selling / Harry L. Davis and Alvin J. Silk -- Selling assertively / Marvin A. Jolson -- Integrating the sales force into your marketing effort / Jack D. Wilner.

[Part 5. Sales promotion and public relations] The third mode of marketing / Eugene R. Beem and H. Jay Shaffer -- Psychological perspectives on consumer response to sales promotion / Alan G. Sawyer and Peter R. Dickson -- Consumer promotions in service marketing / Christopher H. Lovelock and John A. Quelch -- It's time to make trade promotions more productive / John A. Quelch -- Marketing and public relations / Philip Kotler and William Mindak.

[Part 6. Promotional management: special issues and perspectives] Deception in advertising: a conceptual approach / David M. Gardner -- Marketing's "Scarlet Letter": the theory and practice of corrective advertising / William L. Wilkie, Dennis L. McNeill and Michael B. Mazis -- Coordinating international advertising / Dean M. Peebles, John K. Ryans,Jr., and Ivan R. Vernon.

20.68

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