Marketing Communications Management

Marketing Communications Management

Copley, Paul

51,17 €(IVA inc.)

This friendly and assessable textbook will introduces to the core concepts of Marketing Communications Management covering everything from the importance of an integrated marketing communications, which includes a blend of sales promotion, advertising management, direct marketing, PR, corporate communications, social media, sponsorship, product placement,  and much more. The textbook is supported by a host of excellent learning features, including chapter introductions explaining the relevance of topics in the real world and snap shot case studies showing how theory is applied to practice across sectors, for big businesses like Groupon, E-Harmony, Lynx, and BMW and for SMEs and not-for-profit organisations.  Stop Points throughout the chapters encourage students to start thinking like a marketing communications manager while assignments challenge their understanding of theory and its application. Visit the companion website to take advantage of additional resources including extended case studies, outline answers to chapter discussion and mini case questions, PowerPoint slides and outline responses assignment tasks. INDICE: Chapter 1: Integrated Marketing Communications and its EnvironmentChapter 2: Theoretical Underpinnings of Marketing CommunicationsChapter 3: Buyer Behaviour and RelationshipsChapter 4: Managing the Marketing Communications MixChapter 5: The Marketing Communications IndustryChapter 6: Ethics and Corporate Social Responsibility in Marketing CommunicationsChapter 7: Advertising and BrandingChapter 8: Message Creation and ExecutionChapter 9: Traditional Media: Characteristics and PlanningChapter 10: Digital Media: Interatcion and EngagementChapter 11: Sales PromotionsChapter 12: Direct MarketingChapter 13: Public RelationsChapter 14: Corporate CommunicationsChapter 15: SponsorshipChapter 16: Personal SellingChapter 17: Marketing Research and EvaluationChapter 18: International Marketing Communications Glossary

  • ISBN: 978-0-85702-787-0
  • Editorial: SAGE Publications Ltd
  • Encuadernacion: Rústica
  • Páginas: 496
  • Fecha Publicación: 27/09/2014
  • Nº Volúmenes: 1
  • Idioma: