A concise overview of the engagement, strategies and practice of marketing communcations.
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.
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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
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A concise overview of the engagement, strategies and practice of marketing communcations.
Produktdetaljer
ISBN
9780273704058
Publisert
2006
Utgiver
Vendor
FT Publishing International
Vekt
862 gr
Høyde
266 mm
Bredde
217 mm
Dybde
17 mm
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
440
Forfatter