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

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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