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Marketing communications management : concepts and theories, cases and practices

Author: Paul Copley
Publisher: Amsterdam ; London : Elsevier Butterworth-Heinemann, 2004.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Truly comprehensive and international in its scope, this text makes critical reflections on the most important issues in marketing communications.
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Genre/Form: Lehrbuch
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Paul Copley
ISBN: 0750652942 9780750652940
OCLC Number: 56467585
Description: xiv, 441 pages : illustrations ; 28 cm
Contents: 1. The integrated marketing communications mix and its environment --
2. Theoretical underpinnings of marketing communication --
3. Behaviour and relationships --
4. Managing the communications mix --
5. Advertising theory, branding and practice --
6. Creative strategy and the role of semiotics --
7. Media characteristics, planning and spend issues --
8. Advertising management --
9. The nature and role of sales promotions --
10. Direct marketing --
11. Planning and managing promotions --
12. The nature and role of public relations --
13. Corporate communications --
14. Sponsorship --
15. Planning and managing public relations --
16. The nature and role of personal selling --
17. Planning and managing personal communications --
18. Research in and evaluation of marketing communications --
19. Interactivity in marketing communications --
20. Key international marketing communications issues.
Responsibility: Paul Copley.

Abstract:

Reflects on the prime issues in integrated marketing communications. This work addresses strategic and critical issues that dovetail with the interest in marketing communications as reflected in the  Read more...

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'First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style. You are encouraged to participate in the almost Read more...

 
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