Modern marketing communications:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Glasgow u.a.
Blackie
1990
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | VIII, 240 S. Ill., graph. Darst. |
| ISBN: | 0216926947 |
Staff View
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| adam_text | Contents
Introduction to Marketing Communications 1
Part One
Communications and the Marketing Mix 5
1 A Broader Look at the Marketing Mix 7
2 Communications in Relation to the Product Life
Cycle 23
3 How Well do Names and Brands Communicate? 31
4 The Product Image and Packaging 43
5 How Does Price Communicate? 50
6 Corporate Identity 56
Part Two
Internal Communications 63
7 Internal Communications: Media and Methods 65
8 Sales Conferences 70
9 Sales Contests and Incentives 75
10 Communicating with Sales Staff 79
Part Three
Communicating with the Trade 83
11 Dealer Activities 85
12 Communicating with the Trade 90
Part Four
Communications with Customers 97
13 Consumer Behaviour 99
14 Market Education 107
15 The After Market 114
Part Five
Special Communication Techniques 123
16 Advertising 125
17 Sales Promotion 146
18 Direct Response Marketing 166
19 Public Relations 175
viii CONTENTS
20 Sponsorships 200
21 Marketing Research 209
Appendix I Bibliography 226
Appendix II Associations and Educational Bodies 228
Appendix HI Syllabus for Marketing Communications,
Chartered Institute of Marketing Diploma
(as revised 1988) 230
Index 233
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| indexdate | 2024-07-09T16:10:55Z |
| institution | BVB |
| isbn | 0216926947 |
| language | English |
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| spelling | Jefkins, Frank Verfasser aut Modern marketing communications Glasgow u.a. Blackie 1990 VIII, 240 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Communication en marketing ram Communication in marketing Kommunikation (DE-588)4031883-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Kommunikation (DE-588)4031883-7 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002664596&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Jefkins, Frank Modern marketing communications Communication en marketing ram Communication in marketing Kommunikation (DE-588)4031883-7 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4031883-7 (DE-588)4037589-4 |
| title | Modern marketing communications |
| title_auth | Modern marketing communications |
| title_exact_search | Modern marketing communications |
| title_full | Modern marketing communications |
| title_fullStr | Modern marketing communications |
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| topic | Communication en marketing ram Communication in marketing Kommunikation (DE-588)4031883-7 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Communication en marketing Communication in marketing Kommunikation Marketing |
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