University of Kabianga
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Marketing communications management : Concepts & theories, cases & practices / Paul Copley.

By: Material type: TextTextPublication details: Burlington Elsevier 2007Description: xiv, 441 pages : illustrations ; 27 cmISBN:
  • 9788131207659
Subject(s): Genre/Form: DDC classification:
  • 658.8/02 23
LOC classification:
  • HF5415.123 .C664 2014
Contents:
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.
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Holdings
Item type Current library Call number Status Barcode
General Collection Main Campus Library General Stacks HF 5415 .C66 2007 (Browse shelf(Opens below)) Available 20091801
Browsing Main Campus Library shelves, Shelving location: General Stacks Close shelf browser (Hides shelf browser)
HF 5415 .B34 2006 Marketing/ HF5415 .B53 2019 Contemporary marketing / HF 5415 .C37 2000 Intermediate business HF 5415 .C66 2007 Marketing communications management : HF 5415 .C97 1994 Marketing your product HF 5415 .D354 1998 Understanding marketing / HF 5415 .D42 2006 Marketing :

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.

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