Marketing Communications, 4ed (Business)

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Pret: 163.00 RON
TVA (24%) inclus
Marketing Communications, 4ed
Marketing Communications: engagement, strategies and practice uses theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to the subject. Unlike most competing texts that describe the ‘How’ behind Marketing Communications, this book provides the ‘Why’ behind Marketing Communications.

This book is suitable for students studying Marketing or Business Studies at undergraduate level, postgraduate students on Marketing related programmes, and it is the essential text for those studying the Professional Diploma module, Marketing Communications.

Cuprins
 
An Introductory Case Study – The British Library

 Chapter 1            An Introduction to Marketing Communications

Chapter 2            Communication Theory

Chapter 3            The Marketing Communications Industry

Chapter 4            Ethics, Responsibility and Controls

 
Part 2            Understanding How Marketing Communications Works

 Chapter 5            Understanding How Customers Process Information

Chapter 6            Customer Decision-making

Chapter 7            How Marketing Communications Might Work?

Chapter 8            Stakeholders, Supply Chains and Interorganisational Relationships

Chapter 9            Marketing, Relationships and Communications

Chapter 10            The Impact of Technology on Marketing Communications

 
 Part 3            Strategies and Planning

Chapter 11            Integrated Marketing Communications

Chapter 12            Marketing Communications: Strategies and Planning

Chapter 13            Marketing Communications: Objectives and Positioning

Chapter 14            Branding and the Role of Marketing Communications

Chapter 15            Corporate Identity and Reputation

Chapter 16            Financial Resources

Chapter 17            Evaluating Marketing Communications

 
 Part 4   The Marketing Communications Mix: Disciplines and Applications

 Chapter 18            Advertising and Strategy

Chapter 19            Advertising Messages and Creative Approaches

Chapter 20            Traditional Media

Chapter 21            Interactive Media

Chapter 22            Media Planning – Delivering the Message

Chapter 23             Sales Promotion: Principles and Approaches

Chapter 24            Sales Promotion: Methods and Techniques

Chapter 25            Public relations

Chapter 26            Sponsorship

Chapter 27            Direct Marketing

Chapter 28            Personal Selling

Chapter 29            Exhibitions, Product Placement, Field Marketing and Packaging

 
 Part 5: Marketing Communcations for Special Audiences

Chapter 30            Marketing Communications Across Borders

Chapter 31            Business-to-Business Marketing Communications

Chapter 32            Internal Marketing Communications

 

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