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Marketing communications : touchpoints, sharing and disruption /
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
Pearson,
[2019]
|
| Edición: | Eighth Edition. |
| Temas: | |
| 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.