Marketing communications

Saved in:
Bibliographic Details
Main Author Eagle, Lynne (Author)
Format Book
LanguageEnglish
Published Abingdon, Oxon : Routledge, 2015
EditionFirst Edition.
Subjects
marketingová komunikace
reklama a propagace
communication in marketing
advertising
případové studie
učebnice
case studies
textbooks
ISBN9780415507714
978-0-415-50770-7
978-1-315-77886-0
Physical Descriptionxiii, 427 s. : il. ; 26 cm

Cover

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.

Similar Items