Integrated Marketing Communication Case Study of a Small Daily Newspaper

Name: Integrated Marketing Communication Case Study of a Small Daily Newspaper
Brand: VDM Verlag Dr. Mueller E.K.
SKU: 9783836479707
Price: 31498 HUF
Availability: InStock

Szerző: Natalie Barfuss

Nyelv:

Kötés: Puha kötésű

Kiadó: VDM Verlag Dr. Mueller E.K.

Elérhetőség: Beszállítói készleten

Küldés 14-21 napon belül

31 498 Ft

This is a multi-method case study of a small, localnewspaper, which in the last several years has de...

Információk a könyvről

Szerző

Natalie Barfuss

Nyelv

Angol

Kötés

Könyv - Puha kötésű

Kiadva

2008

oldal

268

EAN

9783836479707

ISBN

3836479702

Enbook ID

06884282

Kiadó

VDM Verlag Dr. Mueller E.K.

Súly

363

Méretek

152 x 229 x 14

Teljes leírás

This is a multi-method case study of a small, localnewspaper, which in the last several years has developed innovativeproduct design changes and experienced an increase in itscirculation. Quantitative and qualitative data were gatheredthrough several phases of research including interviews and asurvey. Several major findings emerged from the study. First, theresults extend application of theory in mass communication andintegrated marketing communication (IMC), particularly the workdone by Philip Meyer, Don Schultz and the Readership Institute atNorthwestern University. Second, this study provides a completepicture of the marketing mix for this newspaper, which extendscurrent literature that addresses only individual aspects. Third,in evaluating these contact points, this study contributes customerinsights specific to not only this newspaper but also to broaderindustrial applications. Fourth, this study provides benchmarkingtools for additional research including a reader behavioral score(RBS) and ranking of RBS-motivating experiences. Fifth, the resultsof this study build the knowledgeof readership with possibleinsight for other small newspapers.

Érdekelheti

Azok a vásárlók, akik ezt a könyvet megvásárolták, a következőket is megvásárolták

Leggyakrabban keresett

Categories

Authors

Publishers

Termékek

Termékek

Leggyakrabban keresett

Categories

Authors

Publishers

Termékek

Termékek

Integrated Marketing Communication Case Study of a Small Daily Newspaper

Információk a könyvről

Teljes leírás

Érdekelheti

Azok a vásárlók, akik ezt a könyvet megvásárolták, a következőket is megvásárolták