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PrefaceAcknowledgements
Part 1 An introduction to marketing communications
- The scope of marketing communications
- Communication: theory, interactivity and influencers
- Understanding buyer behaviour and improving engagement
- How does marketing communications work?
Part 2 Managing marketing communications
Marketing communications: strategies and planningMarketing communications: objectives and positioningBranding and marketing communicationsIntegrated marketing communicationsBudgeting and evaluationPart 3 The marketing communications mix
Advertising: role, forms and strategyPublic relations and sponsorshipDirect marketing and sales promotionBrand: placement, experience and packagingContent: messages, credibility and creative approachesMedia: principles, practice and formatsMedia planning: concepts and practicesAuthor indexSubject indexCreditsPrefaceAcknowledgements
Part 1 An introduction to marketing communications
- The scope of marketing communications
- Communication: theory, interactivity and influencers
- Understanding buyer behaviour and improving engagement
- How does marketing communications work?
Part 2 Managing marketing communications
Marketing communications: strategies and planningMarketing communications: objectives and positioningBranding and marketing communicationsIntegrated marketing communicationsBudgeting and evaluationPart 3 The marketing communications mix
Advertising: role, forms and strategyPublic relations and sponsorshipDirect marketing and sales promotionBrand: placement, experience and packagingContent: messages, credibility and creative approachesMedia: principles, practice and formatsMedia planning: concepts and practicesAuthor indexSubject indexCredits
Details
Erscheinungsjahr: | 2023 |
---|---|
Medium: | Taschenbuch |
Inhalt: | Kartoniert / Broschiert |
ISBN-13: | 9781292400327 |
ISBN-10: | 1292400323 |
Sprache: | Englisch |
Autor: |
Fill, Chris
Turnbull, Sarah |
Auflage: | 9. Aufl. |
Hersteller: |
Pearson
Pearson Education |
Verantwortliche Person für die EU: | Pearson, St.-Martin-Str. 82, D-81541 München, salesde@pearson.com |
Maße: | 28 x 196 x 266 mm |
Von/Mit: | Chris Fill (u. a.) |
Erscheinungsdatum: | 19.01.2023 |
Gewicht: | 1,215 kg |
Details
Erscheinungsjahr: | 2023 |
---|---|
Medium: | Taschenbuch |
Inhalt: | Kartoniert / Broschiert |
ISBN-13: | 9781292400327 |
ISBN-10: | 1292400323 |
Sprache: | Englisch |
Autor: |
Fill, Chris
Turnbull, Sarah |
Auflage: | 9. Aufl. |
Hersteller: |
Pearson
Pearson Education |
Verantwortliche Person für die EU: | Pearson, St.-Martin-Str. 82, D-81541 München, salesde@pearson.com |
Maße: | 28 x 196 x 266 mm |
Von/Mit: | Chris Fill (u. a.) |
Erscheinungsdatum: | 19.01.2023 |
Gewicht: | 1,215 kg |
Sicherheitshinweis