Essentials of marketing communications
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Harlow, England :
Financial Times Prentice Hall/Pearson ,
c2011
|
| Subjects: |
Table of Contents:
- 1. The scope of marketing communications
- 2. Communication: interactivity & conversations
- 3. Audiences : attitudes, behaviour & decision making
- 4. Strategies, objectives and positioning
- 5. Integration and planning
- 6. Branding, budgeting & evaluation
- 7. Agencies: practice, regulation & international communications
- 8. Shaping relationships with marketing communications
- 9. Advertising
- 10. Public relations and sponsorship
- 11. Direct marketing and personal selling
- 12. Sales promotion, exhibitions and product placement
- 13. Media: conventional and digital
- 14. Interactive marketing communications
- 15. Content: credibility, messages and creative approaches