TY  - BOOK
AU  - Copley,Paul
TI  - Marketing communications management: Concepts & theories, cases & practices 
SN  - 9788131207659
AV  - HF5415.123 .C664 2014
U1  - 658.8/02 23
PY  - 2007///
CY  - Burlington
PB  - Elsevier
KW  - Communication in marketing
KW  - Marketing
KW  - Management
KW  - Textbooks
KW  - fast
N1  - 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
ER  -