Marketing communications management : analysis, planning, implementation

• Main Author: Copley, Paul, 1952- (Author)
• Format: Book
• Language: English
• Published: London : SAGE Publications Ltd, 2014
• Edition: Second edition
• Subjects: marketing; marketingová komunikace; marketingový management; communication in marketing; marketing management; učebnice; textbooks
• ISBN: 9780857027863; 978-0-85702-787-0
• Physical Description: xv, 464 stran : ilustrace ; 27 cm

Table of Contents:

• Integrated marketing communications and its environment
• Theoretical underpinnings of marketing communications
• Buyer behaviour and relationships
• Managing the marketing communications mix
• The marketing communications industry
• Ethics and corporate social responsibility in marketing communications
• Advertising and branding
• Message creation and execution
• Traditional media: characteristics and planning
• Digital media: interaction and engagement
• Sales promotions
• Direct marketing
• Public relations
• Corporate communications
• Sponsorship
• Personal selling
• Marketing research and evaluation
• International marketing communications