Simply Marketing Communications Chris Fill
A concise overview of the engagement, strategies and practice of marketing communcations.
Simply Marketing Communications
Simply Marketing Communications
Zusammenfassung
Provides an insight to the core concepts of Marketing Communications. This book sets out the essential themes, theories and topics which students encounter as they explore Marketing Communications. It is designed for students studying both shorter, introductory modules and professional level programmes.
Simply Marketing Communications Zusammenfassung
Inhaltsverzeichnis
Brief Contents Part 1 Introduction Chapter 1 Marketing Communications: an introduction Chapter 2 Communication: theory, interactivity and people Chapter 3 Audiences: behaviour, attitudes and decision making Part 1 Summary: Review Questions and Exercises Cases and Questions Part 2 Managing Marketing Communications Chapter 4 Strategy: approaches, integration and planning Chapter 5 Targeting Audiences: segmentation, targeting, positioning and objectives Chapter 6 Using Technology: scope, applications and web sites Part 2 Summary: Review Questions and Exercises Cases and Questions Part 3 Elements of the Marketing Communication Mix Chapter 7 Advertising: frameworks, messages and evaluation Chapter 8 Media: traditional, digital and planning Chapter 9 Sales Promotion: principles, techniques and evaluation Chapter 10 Public Relations: approaches, sponsorship and evaluation Chapter 11 Direct Marketing, Personal Selling and evaluation Part 3 Summary: Review Questions and Exercises Cases and Questions Part 4 Industry, Relationships and Operations Chapter 12 Relationships: value, employees, trust Chapter 13 Stakeholders: channels, business-to-business and international communications Chapter 14 The Industry: structure, budgets, remuneration and regulation Chapter 15 Agency Operations: selection, personnel and practice Part 4 Summary: Review Questions and Exercises Cases and Questions
Zusätzliche Informationen
GOR001333304
9780273704058
0273704052
Simply Marketing Communications Chris Fill
Gebraucht - Sehr Gut
Broschiert
Pearson Education Limited
20060715
440
N/A
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