Marketing Communications, 5th edition is the most complete and accessible introduction to marketing communications on the market. Itï¿½combines breadth of coverage with a student-friendly style; and is an essential resourceï¿½for Marketingï¿½and business degree students studying Marketing modules at undergraduateï¿½and postgraduate level. This new editionï¿½has an exciting and modern new design and is structured intoï¿½6-parts: the firstï¿½2ï¿½sections focus on what Marketing Communications is and how it works; Parts 3 and 4 look at the practical management and tools of Marketing Communications; and, new to this edition, Part 5 coversï¿½its emerging relationships with the media. Finally part 6 coversï¿½its connection toï¿½specialï¿½audiences.ï¿½ Offered with this new 5th edition at www.pearsoned.co.uk/fill are podcasts by the author, video cases that accompany each part, and direction to key adademic papers in marketing communications. Students and tutors can also share their marketing communications essays, thoughts, ideas, and favourite campaigns and papers.
- Limba : Engleza
- Cuprins : Part 1: Introduction to Marketing Communications An Introductory Case Study Chapter 1. An Introduction to Marketing Communications Chapter 2. Communication Theory Chapter 3. The Marketing Communications Industry Chapter 4. Ethics in Marketing Communications Part 2: Understanding How Marketing Communications Works Chapter 5. Understanding How Customers Process Information Chapter 6. Customer Decision-making Chapter 7. Marketing, Relationships and Communications Chapter 8. How Marketing Communications Might Work Part 3: Managing Marketing Communications Chapter 9. Integrated Marketing Communications Chapter 10. Marketing Communications: strategies and planning Chapter 11. Marketing Communications: objectives and positioning Chapter 12. Branding and the Role of Marketing Communications Chapter 13. Managing Corporate Reputation: identity and branding Chapter 14. Financial Resources for Marketing Communications Chapter 15. Evaluating Marketing Communications Part 4: The Tools of Marketing Communications Ch
- Data Publicarii : 06 Feb 2009
- Editie : 5 Rev ed
- Format : Paperback
- Numar pagini : 1000
- ISBN : 9780273717225