An Integrated Marketing Communication Case Study of a Small Daily Newspaper

Language: English

Published by VDM Verlag Dr. Müller, VDM Verlag Dr. Müller E.K., 2008

3836479702 / 9783836479707

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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Softcover

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Item description from seller

Neuware - This is a multi-method case study of a small, local newspaper, which in the last several years has developed innovative product design changes and experienced an increase in its circulation. Quantitative and qualitative data were gathered through several phases of research including interviews and a survey.Several major findings emerged from the study. First, the results extend application of theory in mass communication and integrated marketing communication (IMC), particularly the work done by Philip Meyer, Don Schultz and the Readership Institute at Northwestern University.Second, this study provides a complete picture of the marketing mix for this newspaper, which extends current literature that addresses only individual aspects.Third, in evaluating these contact points, this study contributes customer insights specific to not only this newspaper but also to broader industrial applications.Fourth, this study provides benchmarking tools for additional research including a reader behavioral score (RBS) and ranking of RBS-motivating experiences.Fifth, the results of this study build the knowledge of readership with possible insight for other small newspapers.…

Seller Inventory # 9783836479707

Title
An Integrated Marketing Communication Case Study of a Small Daily Newspaper
Author
Natalie Barfuss
Publisher
VDM Verlag Dr. Müller, VDM Verlag Dr. Müller E.K.
Publication year
2008
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3836479702
ISBN 13
9783836479707
Item weight
417 grams
Dimensions
220x150x16 mm

AHA-BUCH GmbH

Einbeck, Germany

5-star seller

AbeBooks seller since August 14, 2006

Shipping rates from Germany to U.S.A.

Item7 to 10 business days5 to 7 business days
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