It would be great to have a comprehensive list of theories in the context of marketing communication (or even in terms of a broader scope). This could be very useful in conceptualization of new research. I am thinking about a list such as this one: https://www.utwente.nl/cw/theorieenoverzicht/Alphabetic%20list%20of%20theories/
Do you have an idea? Thanks a lot in advance!
There are many theories related to marketing as well as marketing communication. These are a few but not limited to 'Theory of Planned Behaviour, Theory of Reason, TAM' etc.
Hi Timm, I published a paper entitled "Marketing communication theory: what do the texts teach our students?" This reviewed the theoretical foundations of over 100 marketing and marketing communications texts. I've attached a copy. Let me know if it meets your needs. Best wishes, Francis
Timm,
Excellent initiative! Comprehensive reference tools are scarce and increasingly valuable to researchers.
You may want to check for hierarchy of effects, response, Information Processing and communication models (linear, interaction, transaction), against specific goals: positioning, unique selling proposition, brand equity. McQuail and D.Abramovich are key names for bibliography.
Hi Timm,
Please find enclosed some articles, relevant to your question.
Best regards,
Yanica Dimitrova
- Badges
- Science topic
- Similar topics
- Biological Science
- Anatomy
- Tissue