Marketing communications management : analysis, planning, implementation Paul Copley.
Material type:
TextLanguage: English Publication details: London: Sage Publication. 2014.Edition: Second editionDescription: xv, 464 pages : hbkISBN: - 9780857027863
- 0857027867
- 9780857027870
- 0857027875
- 658.802 COP
| Item type | Current library | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
Books
|
Central Library General Section | 658.802 COP (Browse shelf(Opens below)) | Available | 037429 |
Previous edition: Amsterdam: Elsevier Butterworth-Heinemann, 2004.
Integrated marketing communications and its environment -- Theoretical underpinnings of marketing communications -- Buyer behaviour and relationships -- Managing the marketing communications mix -- The marketing communications industry -- Ethics and corporate social responsibility in marketing communications -- Advertising and branding -- Message creation and execution -- Traditional media: characteristics and planning -- Digital media: interaction and engagement -- Sales promotions -- Direct marketing -- Public relations -- Corporate communications -- Sponsorship -- Personal selling -- Marketing research and evaluation -- International marketing communications.
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