ESSENTIALS OF MARKETING COMMUNICATIONS

BLYTHE J.

wydawnictwo: PEARSON , rok wydania 2005, wydanie III

cena netto: ~~205.00~~ Twoja cena 194,75 zł + 5% vat - dodaj do koszyka

Essentials of Marketing Communications 3rd edition gives students a concise overview of the strategic and tactical decision-making processes involved in marketing communications. It also links the current theories of marketing communications to consumer behaviour issues as well as explaining how marketing communications works in the real world.

The text is ideal for those studying marketing communications for the first time.

Features

Clear language explains topics in a no-nonsense manner making it easy for the reader to understand.
Comprehensive discussion of the role of personal selling ensures students understand the importance of this topic in marketing communications.

Contents

Brief Contents

1. Theories of Communication

2. The Communications Mix

3. Print Media Advertising

4. Active media, TV, radio and cinema

5. Outdoor advertising

6. Public relations and corporate image

7. Branding, packaging and merchandising

8. Managing exhibitions and trade events

9. Direct and database marketing

10.Sales promotion

11. Personal selling and sales management

12. Twenty-first century marketing communications

Paperback, 352 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.

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