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FOUNDATIONS OF MARKETING COMMUNICATIONS
PELSMACKER P.,GEUENS M.,VAN DEN BERGH J. wydawnictwo: PEARSON , rok wydania 2005, wydanie I cena netto: 215.00 Twoja cena 204,25 zł + 5% vat - dodaj do koszyka Foundations of Marketing Communications offers a concise overview of the
cornerstones, techniques and applications of marketing communications in a European
context. Based on the authoritative and successful Marketing Communications: A European
Perspective 2nd edition, this book is geared towards both undergraduate and
postgraduate students who want to extend their knowledge of marketing communications.
Features
- Covers not only advertising related topics, but also other major instruments of the
marketing communications mix to provide a broad overview of the subject.
- Consistent European focus offers students a perspective of how marketing communications
works on the continent.
- Extensive European and global case studies with challenging case questions encourage the
reader to apply chapter concepts to the case at hand.
- Shaded boxes highlight extended examples, interesting research results and more
technical issues, which enliven the concepts and engage students
Contents
Table of contents
1. Integrated marketing communications
2. How marketing communications work
3. Target groups
4. Objectives
5. Budgets
6. Advertising
7. Media planning
8. Advertising research
9. Sales promotions
10. Direct marketing
11. E-Communications
12. Point-of-sale communications
13. Sponsorship and public relations
Index
Paperback, 360 pages
Po otrzymaniu zamówienia poinformujemy, czy wybrany tytuł polskojęzyczny lub
anglojęzyczny jest aktualnie na półce księgarni.
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