rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Marketing communications
  name:
    name part: Eagle, Lynne
    role:
      role term: aut
  type of resource: text
  genre: případové studie
  genre: učebnice
  genre: case studies
  genre: textbooks
  origin info:
    place:
      place term: xxk
    place:
      place term: Abingdon, Oxon
    publisher: Routledge
    date issued: 2015
    edition: First Edition.
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: print
    form: regular print
    extent: xiii, 427 s. : il. ; 26 cm
  table of contents: 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.
  target audience: adult
  note: Lynne Eagle, Stephan Dahl, Barbara Czarnecka, and Jenny Lloyd.
  note: Terminologický slovník
  note: Obsahuje bibliografie a rejstřík
  subject:
    topic: marketingová komunikace
  subject:
    topic: reklama a propagace
  subject:
    topic: communication in marketing
  subject:
    topic: advertising
  classification: 658.8:316.77
  classification: 659.1
  classification: (078.7)
  classification: (048)
  identifier: 9780415507714
  identifier: 978-0-415-50770-7
  identifier: 978-1-315-77886-0
  record info:
    record content source: DLC
    record creation date: 140127
    record change date: 20240829153929.0
    record identifier: 75828
    language of cataloging:
      language term: cze