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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Busch, Rainer (Autor), Seidenspinner, Margarete (Autor), Unger, Fritz (Autor)
Autor Corporativo: SpringerLink (Online service)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2007.
Edición:1st ed. 2007.
Temas:
Telemarketing.
Internet marketing.
Marketing.
Digital Marketing.
Acceso en línea:Texto Completo
Tabla de Contenidos:
  • 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.

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