Simply marketing communications
Langue : Anglais
Auteur : FILL Chris
Simply Marketing Communications offers a concise overview of the principles and practices of this dynamic and exciting subject. Based on Chris Fill s comprehensive and widely used Marketing Communications: engagement, strategies and practice, this shorter book has much more emphasis on the basic concepts and avoids the use of some of the more complex theoretical frameworks. The practical and applied focus of this book makes it ideal for students studying Marketing Communications for their Chartered Institute of Marketing diploma and also undergraduates studying the subject as part of a marketing or management degree.
Brief Contents Part 1 Introduction Chapter 1 Marketing Communications: an introduction Chapter 2 Communication: theory, interactivity and people Chapter 3 Audiences: behaviour, attitudes and decision making Part 1 Summary: Review Questions and Exercises Cases and Questions Part 2 Managing Marketing Communications Chapter 4 Strategy: approaches, integration and planning Chapter 5 Targeting Audiences: segmentation, targeting, positioning and objectives Chapter 6 Using Technology: scope, applications and web sites Part 2 Summary: Review Questions and Exercises Cases and Questions Part 3 Elements of the Marketing Communication Mix Chapter 7 Advertising: frameworks, messages and evaluation Chapter 8 Media: traditional, digital and planning Chapter 9 Sales Promotion: principles, techniques and evaluation Chapter 10 Public Relations: approaches, sponsorship and evaluation Chapter 11 Direct Marketing, Personal Selling and evaluation Part 3 Summary: Review Questions and Exercises Cases and Questions Part 4 Industry, Relationships and Operations Chapter 12 Relationships: value, employees, trust Chapter 13 Stakeholders: channels, business-to-business and international communications Chapter 14 The Industry: structure, budgets, remuneration and regulation Chapter 15 Agency Operations: selection, personnel and practice Part 4 Summary: Review Questions and Exercises Cases and Questions
Date de parution : 07-2006
Ouvrage de 440 p.
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