This book is readers who wish to develop their knowledge, insight, skills, and facility into integrated communications within the post-modern era, a topic of relevance everywhere, but particular apposite as the original conference was hosted in Turkey, a rapidly developing nation, and one enjoying significant growth in the global.
Mục lục
1. Introduction: Integrated Communications in the Post Modern Age; Philip J. Kitchen and Ebru Uzunoglu 2. Integrated Marketing Communications: A Contextual Approach; Philip J. Kitchen and Marwa Tourky 3. Integrating Communication at Tourism Destinations: Meeting the Needs of Tourists; Enrique Ortega, Beatriz Rodríguez , and María J. Such-Devesa 4. Webcare as an Integrative Tool for Customer Care, Reputation Management, and Online Marketing; Guda Van Noort, Lotte M. Willemsen, Peter Kerkhof and Joost W.M. Verhoeven 5. Stakeholder Engagement – Fad or the Real Mc Coy? The Attempt of IMC Paradigm Shift via Online Media; Klement Podnar and Urša Golob 6. The Effects of Marketing Communications and Social Interactions Through Virtual Communities on Consumer-based Brand Equity; B. Zafer Erdogan and Tolga Torun 7. Corporate Social Responsibility (CSR) Communication: A Turkish Exemplar; Selin Türkel and Aysun Akan 8. Fostering Interactivity through Responsiveness: The Case of Turkish Environmental Non-Profit Organization Websites; Sema Misci Kip and Ebru Uzunoglu 9. The Making of Gender and Culture in Commercials: Snickers Advertisements; Yesim Kaptan and Burcu Öksüz 10. The Changing Paradigm of Public Relations in Turkey: From Past to Present; Serra Görpe 11. Rethinking the Role of ‘The Idea’ in Integrated Communications; P?nar Umul Ünsal, Burcu Yaman, Burak Amirak, and Serçin Sun ?peke?en
Giới thiệu về tác giả
Philip J. Kitchen is Research Professor of Marketing at the ESC Rennes School of Business, France. His research interests lie in the fields of marketing and corporate communications, marketing theory, and applications of marketing as seen from a consumer as compared to an organizational perspective. He has published academic papers in the
Journal of Business Research, Journal of Advertising Research, Journal of Business Ethics, European Journal of Marketing, and in many other marketing and communications journals. He has published widely in the area of marketing communications.
Ebru Uzuno?lu is Associate Professor at Izmir University of Economics in Turkey and works as the Head of the Public Relations and Advertising Department. She teaches courses on Marketing Communications, Campaign Design in IMC, IMC Projects, and Brand Management. Her research interests include integrated marketing communications, brand communications, and more recently interactive characteristics of new media. She has published research in many journals such as the
Journal of Marketing Communications, International Journal of Human Sciences, and
Public Relations Review. Prior to her academic career, Ebru worked for over a decade in several national and international companies as a marketing communication specialist and product manager.
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