Marketing communications management : analysis, planning, implementation /
By: Copley, Paul
Material type: BookPublisher: Los Angeles : SAGE Publications Ltd, c2014Edition: 2nd ed.Description: xvi, 464 p. : ill. ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780857027870Subject(s): Communication in marketing | Marketing -- Management | Communication in marketing -- Textbooks | Marketing -- Management -- TextbooksItem type | Home library | Call number | Status | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 658.802 CO MA (Browse shelf) | Available | T0029931 |
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658.802 CO MA The marketing plan / | 658.802 CO MA The marketing plan / | 658.802 CO MA The marketing plan / | 658.802 CO MA Marketing communications management : analysis, planning, implementation / | 658.802 CR ST Strategic marketing / | 658.802 CR ST Strategic marketing / | 658.802 CR ST Strategic marketing / |
'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 distance-learning approach and via the innovative and thought provoking "stop-points" - Martin Evans, Senior Fellow, Cardiff Business School.
Integrated marketing communications and its environment -- Theoretical underpinnings of marketing communications -- Buyer behaviour and relationships -- Managing the marketing communications mix -- The marketing communications industry -- Ethics and corporate social responsibility in marketing communications -- Advertising and branding -- Message creation and execution -- Traditional media: characteristics and planning -- Digital media: interaction and engagement -- Sales promotions -- Direct marketing -- Public relations -- Corporate communications -- Sponsorship -- Personal selling -- Marketing research and evaluation -- International marketing communications.