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 |
LEADER | 02831cam a2200469 a 4500 | ||
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007 | ta | ||
008 | 140127s2015 xxka e 001 0 eng | ||
020 | |a 9780415507714 |q (brož.) | ||
020 | |a 978-0-415-50770-7 |q (váz.) | ||
020 | |a 978-1-315-77886-0 |q (ebook) | ||
040 | |a DLC |b cze |c DLC |d DLC |d ZLD002 | ||
072 | 7 | |a 658 |x Řízení a správa podniku |2 Konspekt |9 4 | |
072 | 7 | |a 37.016 |x Učební osnovy. Vyučovací předměty. Učebnice |2 Konspekt |9 22 | |
080 | |a 658.8:316.77 |2 MRF | ||
080 | |a 659.1 |2 MRF | ||
080 | |a (078.7) |2 MRF | ||
080 | |a (048) |2 MRF | ||
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. | |
650 | 0 | 7 | |a marketingová komunikace |7 ph115228 |2 czenas |
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 | |
910 | |a ZLD002 | ||
992 | |a BK |b SK |d 21 | ||
999 | |c 75828 |d 75828 | ||
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