Marketing Communications Management

Marketing Communications Management

Analysis, Planning, Implementation

Copley, Paul

Sage Publications Ltd

09/2014

480

Dura

Inglês

9780857027863

15 a 20 dias

1080

Descrição não disponível.
Chapter 1: Integrated Marketing Communications and Its Environment
Chapter 2: Theoretical Underpinnings of Marketing Communications
Chapter 3: Buyer Behaviour and Relationships
Chapter 4: Managing the Marketing Communications Mix
Chapter 5: The Marketing Communications Industry
Chapter 6: Ethics and Corporate Social Responsibility in Marketing Communications
Chapter 7: Advertising and Branding
Chapter 8: Message Creation and Execution
Chapter 9: Traditional Media: Characteristics and Planning
Chapter 10: Digital Media: Interaction and Engagement
Chapter 11: Sales Promotions
Chapter 12: Direct Marketing
Chapter 13: Public Relations
Chapter 14: Corporate Communications
Chapter 15: Sponsorship
Chapter 16: Personal Selling
Chapter 17: Marketing Research and Evaluation
Chapter 18: International Marketing Communications
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advertising;persuasion;promotion;public relations