Marketing Communications

Marketing Communications

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Description

There are numerous practitioner-based books that tell readers how to do marketing communications. This book seeks to provide an alternative, perhaps more challenging perspective to the subject, being written from an academic perspective. It seeks to bring together aspects of both marketing and corporate communications on the basis that relationship marketing principles will continue to be the dominant paradigm. Instructor's Manual with PowerPoint Slides (0-13-010220-2).show more

Product details

  • Paperback | 680 pages
  • 184 x 244 x 30mm | 1,401.59g
  • Pearson Education (US)
  • FINANCIAL TIMES PRENTICE HALL
  • Upper Saddle River, United States
  • English
  • 2nd edition
  • 0130102296
  • 9780130102294

Table of contents

1. Marketing Communications: An Introductory Perspective. PART ONE: CONTEXTS 2. Communication Theory 3. Ethical Issues in Marketing Communications. 4. Buyer Information Processing. 5. Buyer Decision Making. 6. Networks and Stakeholders. 7. The Communications Industry. 8. The Environment. 9. Marketing Research. 10. Goals, Intentions and Targets. 11. Internal Marketing. 12. Resources. PART TWO: CONTENTS 13. How Advertising Works? 14. Advertising Messages. 15. Media. 16. Media Planning. 17. Evaluating Advertising. 18. Sales Promotion. 19. Sales Promotion Techniques. 20. Public Relations. 21. Sponsorship. 22. Personal Selling. 23. Direct Marketing and Interactive Communications. PART THREE: STRATEGIES 24. Developing Objectives and Positioning. 25. Communication Strategies to Reach Consumers. 26.Communication Strategies for Intermediaries. 27. Corporate Communication Strategies. 28. Marketing Communications Across Borders. 29. Integrated Marketing Communications. 30. Developing Marketing Communication Plans.show more

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