Paul Copley

Marketing Communications Management (eBook, PDF)

• Format: PDF

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: Taylor & Francis
• Seitenzahl: 480
• Erscheinungstermin: 30. März 2007
• Englisch
• ISBN-13: 9781136380440
• Artikelnr.: 41153116

Autorenporträt

Paul Copley, PhD, is Senior Lecturer in Marketing and Programme Leader for the MSc Strategic Marketing programmes in the Newcastle Business School, Northumbria University, Newcastle. He served as an adviser to small firms and held management positions in marketing in a number of large firms. He has published articles in journals such as The Marketing Review, Marketing Intelligence and Planning, Industry and Higher Education and the Journal of Travel and Tourism Marketing as well as in business magazines and conference proceedings.

Inhaltsangabe

Chapter 1: Integrated Marketing Communications and Its Environment
Chapter 2: Theoretical Underpinnings of Marketing Communications
Chapter 3: Buyer Behaviour and Relationships
Chapter 4: Managing the Marketing Communications Mix
Chapter 5: The Marketing Communications Industry
Chapter 6: Ethics and Corporate Social Responsibility in Marketing
Communications
Chapter 7: Advertising and Branding
Chapter 8: Message Creation and Execution
Chapter 9: Traditional Media: Characteristics and Planning
Chapter 10: Digital Media: Interaction and Engagement
Chapter 11: Sales Promotions
Chapter 12: Direct Marketing
Chapter 13: Public Relations
Chapter 14: Corporate Communications
Chapter 15: Sponsorship
Chapter 16: Personal Selling
Chapter 17: Marketing Research and Evaluation
Chapter 18: International Marketing Communications