Marketing communications management : analysis, planning, implementation
Paul Copley
| Year of publication: |
2014 ; 2. ed.
|
|---|---|
| Authors: | Copley, Paul A. |
| Other Persons: | Copley, Paul (contributor) |
| Publisher: |
Los Angeles, Calif. [u.a.] : Sage Publ. |
| Subject: | Marketingmanagement | Marketing management | Marketing | Unternehmen | Marktkommunikation | Kommunikation |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XV, 464 S. Ill., graph. Darst. |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Lehrbuch ; Textbook |
| Language: | English |
| Notes: | Literaturangaben Integrated marketing communications and its environmentTheoretical underpinnings of marketing communications -- Buyer behaviour and relationships -- Managing the marketing communications mix -- The marketing communications industry -- Ethics and corporate social responsibility in marketing communications -- Advertising and branding -- Message creation and execution -- Traditional media: characteristics and planning -- Digital media: interaction and engagement -- Sales promotions -- Direct marketing -- Public relations -- Corporate communications -- Sponsorship -- Personal selling -- Marketing research and evaluation -- International marketing communications. |
| ISBN: | 978-0-85702-786-3 ; 978-0-85702-787-0 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011381055