Marketing Communication —— New Approaches, Technologies, and Styles

----- 市场沟通新方法、技术及形式

ISBN: 9780199276950 出版年：2005 页码：320 Oxford University Press

Introduction: Marketing Communication in the New Millennium PART I: NEW APPROACHES TO MARKETING COMMUNICATION 1. New Trends in the Promotion of Companies and Brands to Stakeholders: A Holistic Approach 2. Past, Current, and Future Trends in Mass Communication Research 3. The 21st Century Consumer Society 4. Marketing Communications in a World of Consumption and Brand Communities 5. Marketing Communications Trends in the Emerging Global Marketplace PART II: DEVELOPMENTS IN MARKETING COMMUNICATION TECHNOLOGIES 6. The Future of Television Advertising 7. Electronic Marketing and Marketing Communications: The Role of Technology 8. The Influence of Technology on Below-the-Line Marketing Communications 9. Integrated Marketing Communications and the Emerging Role of the Web Site 10. Word of Mouth: The Oldest, Newest Marketing Medium PART III: RETHINKING MARKETING COMMUNICATION STYLES 11. Marketing Communication in a Postmodern World 12. Hypermodernity and the New Millennium: Scientific Language as a Tool for Marketing Communications 13. Identity in Marketing Communications: An Ethics of Visual Representation 14. The Communication of Marketing: A Critical Analysis of Discursive Practice