Marketing communications management : analysis, planning, impleme ntation / Paul Copley.
Material type:
TextPublication details: London : SAGE Publications Ltd, 2014.Edition: 2nd edDescription: xv, 464 p. : ill. ; 27 cmISBN: - 9780857027863
- 9780857027870
- 658.8/02 23
| Item type | Current library | Call number | Status | Barcode | |
|---|---|---|---|---|---|
Books - Open Access
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Faculty of Economics and Management Book Bank - FEMA | 658.802 COP (Browse shelf(Opens below)) | Available | 001177854 | |
|
Books - Open Access
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Faculty of Economics and Management Book Bank - FEMA | 658.802 COP (Browse shelf(Opens below)) | Available | 001277669 |
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.
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