Marketing Communications
Kogan Page Ltd (Verlag)
978-0-7494-6193-5 (ISBN)
- Titel erscheint in neuer Auflage
- Artikel merken
The fifth edition of this best-selling text has been significantly updated to include the new communication tools now available to marketing professionals. Heralding the emergence of social media as a marketing revolution, the book integrates offline tools with online tools and, of course, social media. This book opens up new opportunities for marketers to raise their game, and ultimately deliver better results. Marketing Communications covers every aspect of marketing communications in a unique challenging, and often entertaining, style. This European text, has been referred to by the Chartered Institute of Marketing as a marketing major alongside the world's best American authors. With a plethora of examples and new case studies, as well as online support material for lecturers and students, this essential textbook will guide you through everything you need to know about the changing face of marketing.
PR Smith is a marketing consultant, best-selling business author and inspirational speaker. Paul has helped hundreds of businesses, including innovative start-ups and established blue chip companies to boost their results with better marketing. He is also the author of Strategic Marketing Communications and Great Answers to Tough Marketing Questions (both published by Kogan Page), and www.GreatMomentsOfSportsmanship.com, his personal social media campaign. Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in the creative industries. He has worked with ballet, film and music, working with sponsors such as Sainsbury's and The Prince's Trust. He helps creative businesses to fulfil both their missions and their business goals, and he has written on media and digital marketing for Cambridge Marketing College.
Section - ONE: Communications Background and Theories;
Chapter - 01: New marketing communications;
Chapter - 02: Branding;
Chapter - 03: Customer relationship management;
Chapter - 04: Customer psychology and buyer behaviour;
Chapter - 05: Customer communications theory;
Chapter - 06: Marketing communications research;
Chapter - 07: Media buying and planning;
Chapter - 08: Marketing communications agencies;
Chapter - 09: International marketing communications;
Chapter - 10: The marketing communications plan;
Chapter - 11: The changing communications environment;
Section - TWO: Communications Tools;
Chapter - 12: Selling, sales management and key account management;
Chapter - 13: Advertising online and offline;
Chapter - 14: Publicity and public relations – online and offline;
Chapter - 15: Sponsorship – online and offline;
Chapter - 16: Sales promotions – online and offline;
Chapter - 17: Direct mail – online and offline;
Chapter - 18: Exhibitions – online and offline
| Erscheint lt. Verlag | 3.5.2011 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 190 x 245 mm |
| Gewicht | 845 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-7494-6193-4 / 0749461934 |
| ISBN-13 | 978-0-7494-6193-5 / 9780749461935 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
aus dem Bereich
