TY  - BOOK
AU  - Copley,Paul
TI  - Marketing communications management : : analysis, planning, impleme ntation / 
SN  - 9780857027863 
U1  - 658.8/02   23
PY  - 2014///
CY  - London : 
PB  - SAGE Publications Ltd, 
KW  - Communication in marketing
KW  - Textbooks
KW  - Management
KW  - Marketing
N1  -  Previous edition: Amsterdam: Elsevier Butterworth-Heinemann, 2004;  Includes bibliographical references and index;  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
ER  -