Integrated Marketing Communications
The Holistic Approach
Seiten
2000
Butterworth-Heinemann Ltd (Verlag)
978-0-7506-4801-1 (ISBN)
Butterworth-Heinemann Ltd (Verlag)
978-0-7506-4801-1 (ISBN)
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"Integrated Marketing Communications" offers an interpretation of one of the most difficult areas in marketing. The text aims to answer the key questions of what marketing communications is, how it works and why it is such a vital contemporary marketing function.It is carefully structured to give a complete picture of all components in modern marketing communications and provides an overview of the important dimensions of consumer and organizational buying behaviour
Marketing communications - an overview; understanding the marketplace; product and service strategies; the integration of marketing communications; managing the marketing communications mix; choosing and using marketing communications agencies; advertizing; the development of advertizing; media and media planning; sales promotion; direct marketing; public relations; sponsorship and product placement; corporate communications; international marketing communications; future developments in marketing communications.
| Erscheint lt. Verlag | 29.8.2000 |
|---|---|
| Zusatzinfo | illustrations, glossary |
| Verlagsort | Oxford |
| Sprache | englisch |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-7506-4801-5 / 0750648015 |
| ISBN-13 | 978-0-7506-4801-1 / 9780750648011 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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