Marketing Communication Policies

Softcover Nachdruck of hardcover 1. Auflage 2007
ISBN: 978-3-642-07214-7
Verlag: Springer

Buch, Englisch, 260 Seiten, Paperback, Format (B × H): 155 mm x 235 mm, Gewicht: 417 g

By summing up the authors’ lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. There are comprehensive illustrations, cases, questions for discussion, and case solutions.

Zielgruppe

Lower undergraduate

Autoren/Hrsg.

Busch, Rainer

Unger, Fritz

Seidenspinner, Margarete

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation

Inhaltsverzeichnis

An overview.- The fundamental aspects of marketing communications.- The fundamental aspects of communications science.- Information behaviour and socialisation.- Analysing the communication situation.- The goals of communication policies.- Communication strategies.- Media planning in marketing communications.- Designing market communications.- Collaborating with agencies.- Specific issues in international marketing communications.