MARKETING COMMUNICATIONS FILL CH. Księgarnia

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.

Features

Key text boxes helps readers locate relevant material quickly and highlight key issues.
Superb OneKey resource package provides valuable teaching and learning material for lecturers and students, including:
For Students:
Study material
Multiple choice questions with feedback to test your learning
Extra mini-cases from recent CIM diploma examination

For Lecturers:
PowerPoint Slides
Instructor's Manual
Teaching Schemes

Contents

Part 1 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

Paperback, 952 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.