Successful Marketing Communications

A Practical Guide to Planning and Implementation
1. Auflage 2001
ISBN: 978-0-7506-5027-4
Verlag: Taylor & Francis Ltd

Buch, Englisch, 222 Seiten, Format (B × H): 190 mm x 245 mm, Gewicht: 434 g

'Successful Marketing Communications' is a comprehensive, introductory text that takes a very practical approach to the subject of marketing communications. The text clearly covers all of the marketing communications content from certificate to advanced level and is ideal for students who need to gain a practical insight into promotional planning and implementation. Written in plain English and with great web references throughout, the text offers truly practical insights into how to successfully find, brief and manage marketing communications service providers.The book is backed up by a companion website containing the most up-to-date resources and examples.

Zielgruppe

Students on CIM courses at certificate and advanced certificate level.<br>Students on marketing courses at undergraduate level.

Autoren/Hrsg.

Ace, Cathy

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation

Inhaltsverzeichnis

Chapter 1 The marketing context; Chapter 2 Planning your marketing communications; Chapter 3 Above the line communication methods; Chapter 4 Below the line communication methods; Chapter 5 Public relations – more than just a goodwill exercise; Chapter 6 Managing implementation; Chapter 7 Building the relationship over time; Chapter 8 Communication planning and implementation in the real world – case studies that will challenge your ability to really ‘do it’!;

Über Autor(innen)

Cathy Ace