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Marketing Communications Management "Analysis, Planning, Implementation"

Marketing Communications Management "Analysis, Planning, Implementation"

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  • ISBN:9780857027870
  • Editorial: Sage Publications
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:480
  • Idiomas:Ingles,Inglés

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This friendly and assessable textbook will introduces to the core concepts of Marketing Communications Management covering everything from the importance of an integrated marketing communications, which includes a blend of sales promotion, advertising management, direct marketing, PR, corporate communications, social media, sponsorship, product placement, and much more. The textbook is supported by a host of excellent learning features, including chapter introductions explaining the relevance of topics in the real world and snap shot case studies showing how theory is applied to practice across sectors, for big businesses like Groupon, E-Harmony, Lynx, and BMW and for SMEs and not-for-profit organisations. Stop Points throughout the chapters encourage students to start thinking like a marketing communications manager while assignments challenge their understanding of theory and its application. Visit the companion website to take advantage of additional resources including extended case studies, outline answers to chapter discussion and mini case questions, PowerPoint slides and outline responses assignment tasks

Chapter 1: Integrated Marketing Communications and Its Environment Chapter 2: Theoretical Underpinnings of Marketing Communications Chapter 3: Buyer Behaviour and Relationships Chapter 4: Managing the Marketing Communications Mix Chapter 5: The Marketing Communications Industry Chapter 6: Ethics and Corporate Social Responsibility in Marketing Communications Chapter 7: Advertising and Branding Chapter 8: Message Creation and Execution Chapter 9: Traditional Media: Characteristics and Planning Chapter 10: Digital Media: Interaction and Engagement Chapter 11: Sales Promotions Chapter 12: Direct Marketing Chapter 13: Public Relations Chapter 14: Corporate Communications Chapter 15: Sponsorship Chapter 16: Personal Selling Chapter 17: Marketing Research and Evaluation Chapter 18: International Marketing Communications

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