Successful marketing communications : a practical guide to planning and implementation
著者
書誌事項
Successful marketing communications : a practical guide to planning and implementation
Butterworth-Heinemann, 2001
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注記
"Published in association with the Chartered Institute of Marketing"
Includes index
内容説明・目次
内容説明
'Successful Marketing Communications' is a comprehensive, introductory text that takes a very practical approach to the subject of marketing communications. The text clearly covers all of the marketing communications content from certificate to advanced level and is ideal for students who need to gain a practical insight into promotional planning and implementation.
Written in plain English and with great web references throughout, the text offers truly practical insights into how to successfully find, brief and manage marketing communications service providers.
The book is backed up by a companion website containing the most up-to-date resources and examples.
目次
- Chapter 1 The marketing context
- Chapter 2 Planning your marketing communications
- Chapter 3 Above the line communication methods
- Chapter 4 Below the line communication methods
- Chapter 5 Public relations - more than just a goodwill exercise
- Chapter 6 Managing implementation
- Chapter 7 Building the relationship over time
- Chapter 8 Communication planning and implementation in the real world - case studies that will challenge your ability to really 'do it'!
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