Marketing communications
Saved in:
| Main Author | |
|---|---|
| Format | Book |
| Language | English |
| Published |
Abingdon, Oxon :
Routledge,
2015
|
| Edition | First Edition. |
| Subjects | |
| ISBN | 9780415507714 978-0-415-50770-7 978-1-315-77886-0 |
| Physical Description | xiii, 427 s. : il. ; 26 cm |
Cover
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| 072 | 7 | |a 658 |x Řízení a správa podniku |2 Konspekt |9 4 | |
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| 245 | 0 | 0 | |a Marketing communications / |c Lynne Eagle, Stephan Dahl, Barbara Czarnecka, and Jenny Lloyd. |
| 250 | |a First Edition. | ||
| 260 | |a Abingdon, Oxon : |b Routledge, |c 2015 | ||
| 300 | |a xiii, 427 s. : |b il. ; |c 26 cm | ||
| 500 | |a Terminologický slovník | ||
| 504 | |a Obsahuje bibliografie a rejstřík | ||
| 505 | 0 | |a Marketing communications as a strategic marketing tool -- Introducing communication -- Ethical issues and current challenges -- Analysing the integrated marketing communications environment -- Creativity and creativity tactics -- The IMC client/agency relationship -- And branding -- Traditional media -- Electronic, new and social media -- Emerging, hybrid media and experiential marketing -- Advertising -- Integrated campaign development : direct and database marketing, outdoor and point of purchase -- Integrated campaign development : marketing PR and sponsorship -- Integrated campaign development : personal selling and sales management, retail key account liaison, exhibitions and shows -- Evaluation and control : evidence of effectiveness and the challenge of measuring return on investment. | |
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| 650 | 0 | 7 | |a reklama a propagace |7 ph116035 |2 czenas |
| 650 | 0 | 9 | |a communication in marketing |2 eczenas |
| 650 | 0 | 9 | |a advertising |2 eczenas |
| 655 | 7 | |a případové studie |7 fd133208 |2 czenas | |
| 655 | 7 | |a učebnice |7 fd133770 |2 czenas | |
| 655 | 9 | |a case studies |2 eczenas | |
| 655 | 9 | |a textbooks |2 eczenas | |
| 700 | 1 | |a Eagle, Lynne |7 utb2015853432 |4 aut | |
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