Marketing communications management: analysis, planning, implementation
'An excellent text for exploring marketing communications in the 21st century.' - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway 'First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London
SAGE Publications Ltd
2014
|
| Ausgabe: | Second edition |
| Schlagworte: | |
| Online-Zugang: | FWS01 FWS02 UBY01 Volltext |
| Zusammenfassung: | 'An excellent text for exploring marketing communications in the 21st century.' - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway 'First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.' - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to .. |
| Beschreibung: | Previous edition: Amsterdam: Elsevier Butterworth-Heinemann, 2004. - Includes bibliographical references and index |
| Beschreibung: | 1 online resource (464 pages) illustrations |
| ISBN: | 9781473909632 |
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| 505 | 8 | |a chapter 1. Integrated marketing communications and its environment -- chapter 2. Theoretical underpinnings of marketing communications -- chapter 3. Buyer behaviour and relationships -- chapter 4. Managing the marketing communications mix -- chapter 5. The marketing communications industry -- chapter 6. Ethics and corporate social responsibility in marketing communications -- chapter 7. Advertising and branding -- chapter 8. Message creation and execution -- chapter 9. Traditional media : characteristics and planning -- chapter 10. Digital media : interaction and engagement -- chapter 11. Sales promotions -- chapter 12. Direct marketing -- chapter 13. Public relations -- chapter 14. Corporate communications -- chapter 15. Sponsorship -- chapter 16. Personal selling -- chapter 17. Marketing research and evaluation -- chapter 18. International marketing communications | |
| 520 | |a 'An excellent text for exploring marketing communications in the 21st century.' - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway 'First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.' - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to .. | ||
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| contents | chapter 1. Integrated marketing communications and its environment -- chapter 2. Theoretical underpinnings of marketing communications -- chapter 3. Buyer behaviour and relationships -- chapter 4. Managing the marketing communications mix -- chapter 5. The marketing communications industry -- chapter 6. Ethics and corporate social responsibility in marketing communications -- chapter 7. Advertising and branding -- chapter 8. Message creation and execution -- chapter 9. Traditional media : characteristics and planning -- chapter 10. Digital media : interaction and engagement -- chapter 11. Sales promotions -- chapter 12. Direct marketing -- chapter 13. Public relations -- chapter 14. Corporate communications -- chapter 15. Sponsorship -- chapter 16. Personal selling -- chapter 17. Marketing research and evaluation -- chapter 18. International marketing communications |
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| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Second edition |
| format | Electronic eBook |
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| spellingShingle | Copley, Paul 1952- Marketing communications management analysis, planning, implementation chapter 1. Integrated marketing communications and its environment -- chapter 2. Theoretical underpinnings of marketing communications -- chapter 3. Buyer behaviour and relationships -- chapter 4. Managing the marketing communications mix -- chapter 5. The marketing communications industry -- chapter 6. Ethics and corporate social responsibility in marketing communications -- chapter 7. Advertising and branding -- chapter 8. Message creation and execution -- chapter 9. Traditional media : characteristics and planning -- chapter 10. Digital media : interaction and engagement -- chapter 11. Sales promotions -- chapter 12. Direct marketing -- chapter 13. Public relations -- chapter 14. Corporate communications -- chapter 15. Sponsorship -- chapter 16. Personal selling -- chapter 17. Marketing research and evaluation -- chapter 18. International marketing communications Textbooks fast Communication in marketing fast Marketing / Management fast Communication in marketing Marketing / Management Communication in marketing / Textbooks Marketing / Management / Textbooks Unternehmen (DE-588)4061963-1 gnd Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Marktkommunikation (DE-588)4131075-5 gnd |
| subject_GND | (DE-588)4061963-1 (DE-588)4037589-4 (DE-588)4168907-0 (DE-588)4131075-5 (DE-588)4123623-3 |
| title | Marketing communications management analysis, planning, implementation |
| title_auth | Marketing communications management analysis, planning, implementation |
| title_exact_search | Marketing communications management analysis, planning, implementation |
| title_full | Marketing communications management analysis, planning, implementation Paul Copley |
| title_fullStr | Marketing communications management analysis, planning, implementation Paul Copley |
| title_full_unstemmed | Marketing communications management analysis, planning, implementation Paul Copley |
| title_short | Marketing communications management |
| title_sort | marketing communications management analysis planning implementation |
| title_sub | analysis, planning, implementation |
| topic | Textbooks fast Communication in marketing fast Marketing / Management fast Communication in marketing Marketing / Management Communication in marketing / Textbooks Marketing / Management / Textbooks Unternehmen (DE-588)4061963-1 gnd Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Marktkommunikation (DE-588)4131075-5 gnd |
| topic_facet | Textbooks Communication in marketing Marketing / Management Communication in marketing / Textbooks Marketing / Management / Textbooks Unternehmen Marketing Marketingmanagement Marktkommunikation Lehrbuch |
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