Marketing Communication Policies
(Sprache: Englisch)
By summing up the authors' lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of...
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By summing up the authors' lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. At the same time, the sound grounding provided by this work is suitable for students pursuing Post-graduate Diploma or Master programmes in technological, scientific or IT-related areas. The book gives an introduction to the generic issues of Marketing Communications as well as an overview of the information behaviour of targeted customer groups. The foundation laid in the initial chapters is followed up by more specific areas such as situational analysis and the development of communications strategies.
By summing up the authors' lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. There are comprehensive illustrations, cases, questions for discussion, and case solutions.
Inhaltsverzeichnis zu „Marketing Communication Policies “
An overview.- The fundamental aspects of marketing communications.- The fundamental aspects of communications science.- Information behaviour and socialisation.- Analysing the communication situation.- The goals of communication policies.- Communication strategies.- Media planning in marketing communications.- Designing market communications.- Collaborating with agencies.- Specific issues in international marketing communications.
Bibliographische Angaben
- Autoren: Rainer Busch , Margarete Seidenspinner , Fritz Unger
- 2010, Softcover reprint of hardcover 1st ed. 2007, XI, 260 Seiten, Maße: 15,5 x 23,5 cm, Kartoniert (TB), Englisch
- Verlag: Springer, Berlin
- ISBN-10: 3642072143
- ISBN-13: 9783642072147
Sprache:
Englisch
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