Description
Marketing Communications Management
Concepts and Theories, Cases and Practices
Author: Copley Paul
Language: EnglishSubject for Marketing Communications Management:
Keywords
sales; promotion; decision; sequence; model; van; den; bergh; mix; institute; Uncertainty Avoidance; IBM Employee; Scotch Whisky Association; Vice Versa; BBH; Air Miles; Instrumental Conditioning; UK Commercial; Decision Sequence Model; AIDA; Advertising Research; Travel Trade Gazette; Chivas Regal; Packaging Research; ROI; PR Activity; ESOMAR; De Mooij; Personal Selling; Advertising Effectiveness Awards; Marketing Communications; BSE Crisis; Auckland War Memorial Museum; Sales Person; UK Account
Publication date: 07-2016
· 21x28 cm · Hardback
Approximative price 45.04 €
Subject to availability at the publisher.
Add to cart the book of Copley PaulPublication date: 09-2004
480 p. · Paperback
Description
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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.