Marketing communications management : analysis, planning, impleme ntation - Copley, Paul, 1952- (London : SAGE Publications Ltd, 2014)
Integrated marketing communications and its environment -- Theoretic al underpinnings of marketing communications -- Buyer behaviour and rel ationships -- Managing the marketing communications mix -- The marketin g communications industry -- Ethics and corporate social responsibility in marketing communications -- Advertising and branding -- Message cre ation and execution -- Traditional media: characteristics and planning -- Digital media: interaction and engagement -- Sales promotions -- Dir ect marketing -- Public relations -- Corporate communications -- Sponso rship -- Personal selling -- Marketing research and evaluation -- Inter national marketing communications.
Previous edition: Amsterdam: Elsevier Butterworth-Heinemann, 2004.
Includes bibliographical references and index.
Keywords: Communication in marketing. -- Textbooks. -- Management; Marketing -- Management. -- Textbooks; Communication in marketing -- Textbooks. -- Management