Normal view MARC view ISBD view

Copley, Paul, 1952-

Marketing communications management : Concepts & theories, cases & practices / Paul Copley. - Burlington Elsevier 2007 - xiv, 441 pages : illustrations ; 27 cm

Previous edition: Amsterdam: Elsevier Butterworth-Heinemann, 2004.

Includes bibliographical references and index.

Integrated marketing communications and its environment -- Theoretical underpinnings of marketing communications -- Buyer behaviour and relationships -- Managing the marketing communications mix -- The marketing communications industry -- Ethics and corporate social responsibility in marketing communications -- Advertising and branding -- Message creation and execution -- Traditional media: characteristics and planning -- Digital media: interaction and engagement -- Sales promotions -- Direct marketing -- Public relations -- Corporate communications -- Sponsorship -- Personal selling -- Marketing research and evaluation -- International marketing communications.

ISBN: 9788131207659

LCCN: 2013956531

Subjects--Topical Terms:
Communication in marketing.
Marketing--Management.
Communication in marketing--Textbooks.
Marketing--Management--Textbooks.
Communication in marketing.
Marketing--Management.

Index Terms--Genre/Form:
Textbooks.

LC Class. No.: HF5415.123 / .C664 2014

Dewey Class. No.: 658.8/02