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Marketing Communications

Paperback Engels 2023 9781292400327
Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

Support your students' understanding of the methods and issues surrounding Marketing Communications.

Marketing Communications delivers a blend of academic and practitioner materials, covering how brands engage audiences.

This streamlined edition will provide your students with the additional tools they need to develop their careers in the field.

Specificaties

ISBN13:9781292400327
Taal:Engels
Bindwijze:Paperback

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Inhoudsopgave

<div class="c-section-headers-number-list_container"> <h4 class="h5">Preface</h4> <h4 class="h5">Acknowledgements</h4> <p><strong>Part 1 An introduction to marketing communications</strong></p> <ol> <li>The scope of marketing communications</li> <li>Communication: theory, interactivity and influencers</li> <li>Understanding buyer behaviour and improving engagement</li> <li>How does marketing communications work?</li> </ol> <p><strong>Part 2 Managing marketing communications</strong></p> <ol start="5"> <li>Marketing communications: strategies and planning</li> <li>Marketing communications: objectives and positioning</li> <li>Branding and marketing communications</li> <li>Integrated marketing communications</li> <li>Budgeting and evaluation</li> </ol> <p><strong>Part 3 The marketing communications mix</strong></p> <ol start="10"> <li>Advertising: role, forms and strategy</li> <li>Public relations and sponsorship</li> <li>Direct marketing and sales promotion</li> <li>Brand: placement, experience and packaging</li> <li>Content: messages, credibility and creative approaches</li> <li>Media: principles, practice and formats</li> <li>Media planning: concepts and practices</li> </ol> <h4 class="h5">Author index</h4> <h4 class="h5">Subject index</h4> <h4 class="h5">Credits</h4> </div>

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        Marketing Communications