Marketing communications management : analysis, planning, implementation

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Bibliographic Details
Main Author Copley, Paul, 1952- (Author)
Format Book
LanguageEnglish
Published London : SAGE Publications Ltd, 2014
EditionSecond edition
Subjects
marketing
marketingová komunikace
marketingový management
communication in marketing
marketing management
učebnice
textbooks

Cover

Table of Contents:
  • 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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