Paul Copley

Marketing Communications Management

• Broschiertes Buch

Produktbeschreibung

Marketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, 'stop points', vignettes, and case studies, and a summary of key points concludes each chapter. Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 456
• Erscheinungstermin: 23. September 2004
• Englisch
• Abmessung: 280mm x 210mm x 24mm
• Gewicht: 1107g
• ISBN-13: 9780750652940
• ISBN-10: 0750652942
• Artikelnr.: 21123652

Autorenporträt

Paul Copley

Inhaltsangabe

Marketing communications in context - The integrated marketing communications mix and its environment
Marketing communications theory
Behaviour and relationships
Managing the communications mix
Advertising as art of persuasion, strategic thinking and managed discipline - Advertising theory, branding and practice
Creative platform and the role of semiotics
Media characteristics, planning and spend issues
Advertising management - A case of White Horse Whisky
Sales promotion and direct marketing - The nature and role of sales promotions
Direct marketing
Planning and managing promotions: A case of ASB bank New Zealand
Public and corporate relations - The nature and role of public relations
Corporate communications
Sponsorship
Planning and managing public relations: A case of Perrier and other crises
Personal communication - The nature and role of personal selling
Planning and managing personal communication - A case of Audi
Research in and evaluation of marketing communications
Interactivity in marketing communications
International issues
Glossary of terms used in marketing communications
Subject and author index.