Marketing Communications Management

1. Auflage 2004
ISBN: 978-0-7506-5294-0
Verlag: Routledge

Buch, Englisch, 456 Seiten, Format (B × H): 210 mm x 280 mm, Gewicht: 1107 g

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.

Zielgruppe

Final year undergraduate students of marketing; postgraduate students on MBA, MA and MSc courses; professionals in the public and private sector needing a fundamental introduction to marketing at an appropriate level.

Autoren/Hrsg.

Copley, Paul

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel

Inhaltsverzeichnis

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.

Über Autor(innen)

Paul Copley