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Samenvatting Marketing, de essentie, ISBN: 9789043036528 Marketing: hoofdstuk 10: Marketingcommunicatie
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Samenvatting van hoofdstuk 10: Marketingcommunicatie
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Hoofdstuk 10: MarketingcommunicatieMarketing de essentie
Philip Kotler & Gary Armstrong
14e editie
ISBN: 978-90-430-3652-8
, Hoofdstuk 10: Marketingcommunicatie
Inhoudsopgave
10.1 De marketingcommunicatiemix ...................................................................................................... 4
10.1.1 De veranderende omgeving van marketingcommunicatie ...................................................... 4
10.1.2 Geïntegreerde marketingcommunicatie .................................................................................. 4
10.2 Een perspectief op het communicatieproces.................................................................................. 5
10.3 De totale communicatiemix vaststellen .......................................................................................... 5
De aard van elk promotie-instrument ............................................................................................. 5
Promotiemixstrategieën.................................................................................................................. 5
10.3.1 Communicatiedoelstellingen formuleren ................................................................................ 6
10.3.2 Een communicatiebudget vaststellen ...................................................................................... 6
10.3.3 Communicatiestrategie formuleren ......................................................................................... 6
Mediadragers kiezen ....................................................................................................................... 7
Beslissing over mediatiming ............................................................................................................ 7
10.3.4 Campagne-implementatie........................................................................................................ 7
Organiseren van communicatie ...................................................................................................... 7
Internationale communicatie .......................................................................................................... 7
10.3.5 Communicatie evalueren ......................................................................................................... 7
10.4 Online marketing ............................................................................................................................. 8
10.4.1 Online marketingdoelen ........................................................................................................... 8
10.4.2 Typen bedrijven met online marketing .................................................................................... 8
10.4.3 Vormen van online marketing .................................................................................................. 8
10.5 Sales promotion .............................................................................................................................. 8
10.5.1 De doelstellingen van sales promotion .................................................................................... 8
10.5.2 Belangrijke instrumenten van sales promotion ....................................................................... 9
Instrumenten voor handelspromotie .............................................................................................. 9
Instrumenten voor zakelijke promotie ............................................................................................ 9
10.6 Public relations ................................................................................................................................ 9
10.6.1 Functie en effect van public relations ...................................................................................... 9
10.6.2 Belangrijke instrumenten voor public relations ..................................................................... 10
10.7 Sales ............................................................................................................................................... 10
10.7.1 De rol van de verkooporganisatie .......................................................................................... 10
10.7.2 Strategie en structuur van de verkooporganisatie ontwerpen .............................................. 10
De structuur van de verkooporganisatie ....................................................................................... 10
Grootte van het verkoopapparaat ................................................................................................ 10
Andere strategie- en structuurkwesties rond de verkooporganisatie .......................................... 11
10.7.3 Werving en selectie van accountmanagers............................................................................ 11
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