Cargando…
Marketing Communication Policies
By summing up the authors' lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing...
| Clasificación: | Libro Electrónico |
|---|---|
| Autores principales: | , , |
| Autor Corporativo: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Berlin, Heidelberg :
Springer Berlin Heidelberg : Imprint: Springer,
2007.
|
| Edición: | 1st ed. 2007. |
| Temas: | |
| Acceso en línea: | Texto Completo |
MARC
| LEADER | 00000nam a22000005i 4500 | ||
|---|---|---|---|
| 001 | 978-3-540-37323-0 | ||
| 003 | DE-He213 | ||
| 005 | 20220117004713.0 | ||
| 007 | cr nn 008mamaa | ||
| 008 | 100301s2007 gw | s |||| 0|eng d | ||
| 020 | |a 9783540373230 |9 978-3-540-37323-0 | ||
| 024 | 7 | |a 10.1007/978-3-540-37323-0 |2 doi | |
| 050 | 4 | |a HF5415.1265 | |
| 072 | 7 | |a KJS |2 bicssc | |
| 072 | 7 | |a BUS090030 |2 bisacsh | |
| 072 | 7 | |a KJSG |2 thema | |
| 082 | 0 | 4 | |a 658.872 |2 23 |
| 082 | 0 | 4 | |a 659.144 |2 23 |
| 100 | 1 | |a Busch, Rainer. |e author. |4 aut |4 http://id.loc.gov/vocabulary/relators/aut | |
| 245 | 1 | 0 | |a Marketing Communication Policies |h [electronic resource] / |c by Rainer Busch, Margarete Seidenspinner, Fritz Unger. |
| 250 | |a 1st ed. 2007. | ||
| 264 | 1 | |a Berlin, Heidelberg : |b Springer Berlin Heidelberg : |b Imprint: Springer, |c 2007. | |
| 300 | |a XI, 260 p. |b online resource. | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 347 | |a text file |b PDF |2 rda | ||
| 505 | 0 | |a An overview -- The fundamental aspects of marketing communications -- The fundamental aspects of communications science -- Information behaviour and socialisation -- Analysing the communication situation -- The goals of communication policies -- Communication strategies -- Media planning in marketing communications -- Designing market communications -- Collaborating with agencies -- Specific issues in international marketing communications. | |
| 520 | |a By summing up the authors' lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. At the same time, the sound grounding provided by this work is suitable for students pursuing Post-graduate Diploma or Master programmes in technological, scientific or IT-related areas. The book gives an introduction to the generic issues of Marketing Communications as well as an overview of the information behaviour of targeted customer groups. The foundation laid in the initial chapters is followed up by more specific areas such as situational analysis and the development of communications strategies. Subsequently, the students are introduced to the implementation of communication strategies in media planning and the appropriate choice of communication tools. By way of conclusion, the authors investigate the principles of cooperation with communication agents and selected areas of International Marketing Communications. | ||
| 650 | 0 | |a Telemarketing. | |
| 650 | 0 | |a Internet marketing. | |
| 650 | 0 | |a Marketing. | |
| 650 | 1 | 4 | |a Digital Marketing. |
| 650 | 2 | 4 | |a Marketing. |
| 700 | 1 | |a Seidenspinner, Margarete. |e author. |4 aut |4 http://id.loc.gov/vocabulary/relators/aut | |
| 700 | 1 | |a Unger, Fritz. |e author. |4 aut |4 http://id.loc.gov/vocabulary/relators/aut | |
| 710 | 2 | |a SpringerLink (Online service) | |
| 773 | 0 | |t Springer Nature eBook | |
| 776 | 0 | 8 | |i Printed edition: |z 9783642072147 |
| 776 | 0 | 8 | |i Printed edition: |z 9783540827726 |
| 776 | 0 | 8 | |i Printed edition: |z 9783540373223 |
| 856 | 4 | 0 | |u https://doi.uam.elogim.com/10.1007/978-3-540-37323-0 |z Texto Completo |
| 912 | |a ZDB-2-SBE | ||
| 912 | |a ZDB-2-SXBM | ||
| 950 | |a Business and Economics (SpringerNature-11643) | ||
| 950 | |a Business and Management (R0) (SpringerNature-43719) | ||