An Integrated Marketing Communication Case Study of a Small Daily Newspaper - Couverture souple

Barfuss, Natalie

Couverture souple

ISBN 10 : 3836479702 ISBN 13 : 9783836479707

Editeur : VDM Verlag Dr. Mueller E.K., 2008

Synopsis

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.

Détails de l'édition

• Éditeur: VDM Verlag Dr. Mueller E.K.
• Date d'édition: 2008
• Langue: anglais
• ISBN 10: 3836479702
• ISBN 13: 9783836479707
• Reliure: Broché
• Nombre de pages: 268
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible