Marketing communications : touchpoints, sharing and disruption /

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Fill, Chris (autor.)
Otros Autores: Turnbull, Sarah, Dr (autor.)
Formato: eBook
Idioma:Inglés
Publicado: New York : Pearson, [2019]
Edición:Eighth Edition.
Temas:
Communication in marketing.
Promoción de ventas.
Marca (Marketing)
Comunicación en la comercialización.
Canales de marketing.
Marketing channels.
Sales promotion.
Branding (Marketing)
Libros electrónicos.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Introduction to marketing communications
  • Introducing marketing communications
  • Marketing communications : issues, influences and disruption
  • Communication: theory and practice
  • Classical theories and interpretations of buyer behaviour theory
  • Contemporary interpretations of buyer behaviour
  • How does marketing communications work?
  • Managing marketing communications
  • Marketing communications : strategies and planning
  • Marketing communications : objectives and positioning
  • The communications industry : structure, operations and finance
  • Evaluation and metrics
  • Branding and marketing communications
  • Integrated marketing communications
  • The marketing communications mix
  • Advertising : role, forms and strategy
  • Public relations : principles and practice
  • Sponsorship
  • Direct marketing and personal selling
  • Sales promotion, field marketing and brand experience
  • Brand placement, exhibitions, packaging and licensing
  • Messages and creativity
  • Media: principles and practice
  • Digital and other interactive media
  • Media planning in a digital age
  • Author index
  • Subject index.

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