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CIM Coursebook 03/04 Marketing Communications.

Author: Chris Fill
Publisher: Hoboken : Taylor and Francis, 2012.
Edition/Format:   eBook : Document : English
Database:WorldCat
Summary:
Each coursebook includes access to MARKETINGONLINE, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the coursebook * Receive regular tutorials on key topics * Search the coursebook online for easy access to definitions and key concepts.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Chris Fill
ISBN: 9781136005701 1136005706
OCLC Number: 823389322
Description: 1 online resource (227 pages)
Contents: Marketing Communications 2003-2004; Copyright; Contents; Preface Welcome to the CIM coursebooks; Unit 1 Introduction to marketing communications; Introduction to the coursebook; The communications process; How does marketing communications work?; Information processing; The purchase decision-making process; Bibliography; Unit 2 Marketing communications mixes; Communications mix elements; Co-ordinated marketing communications; The 4Cs Framework; Advertising; Advertising and the marketing mix; Advertising campaign planning; Sales promotions; Sales promotions techniques. Retailer to consumer sales promotionsManufacturer to consumer sales promotions; Public relations; Marketing information to underpin public relations activities; Public relations and attitude change; Public relations techniques; Direct and interactive marketing communications; Objectives of direct marketing; Database marketing; Direct marketing techniques; Telemarketing; Sponsorship; Personal selling; Opening and closing a sale; Marketing communications and brand development; Launching new products; Maintaining market share; Bibliography; Unit 3 The marketing communications industry. Communications agenciesAgency pitching; The development of multinational communications agencies; Criteria to be considered when selecting an international agency; Marketing communications in international and global contexts; Multinational versus global marketing; The forces of internationalization; The forces restraining standardization; The development of global brands; Global marketing communications; Standardized marketing communications; Understanding the international consumer; Ethics, corporate and social responsibility; Bibliography; Unit 4 Relationships and marketing communications. IntroductionFrom transactional to relationship marketing; The scope of marketing relationships; Planning for relationship marketing; Customer retention management; Internal marketing communications; The relationship marketing plan; Key account techniques to aid customer retention management; Bibliography; Unit 5 Marketing channels; Membership; Channel structures; Channel conflict; Resolving channel conflict; The promotional mix in the marketing channel; Unit 6 Communication strategies and planning; Marketing communication strategy --
the 3Ps; Pull strategy; Push strategy; Profile strategy. Communications planning frameworksPlanning and frameworks; Determining the marketing communications budget; Budgets for new products; Bibliography; Unit 7 Media; Introduction; Interactive communications; Interactive strategies; Bibliography; Unit 8 Evaluating communications effectiveness; Evaluating co-ordinated marketing communications; Evaluation of advertising; Evaluation of sales promotions; Evaluation of public relations; Evaluation of direct and interactive marketing communications; Evaluation of sponsorship; Evaluation of personal sales; Bibliography; Appendices. 1 Guidance on examination preparation.

Abstract:

Each coursebook includes access to MARKETINGONLINE, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the coursebook * Receive regular tutorials on key topics * Search the coursebook online for easy access to definitions and key concepts.

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"The Butterworth-Heinemann CIM Coursebooks have become an integral part of our blended learning approach to delivering marketing qualifications. They are well aligned to the syllabus laid down by the Read more...

 
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