Essentials of marketing communications
著者
書誌事項
Essentials of marketing communications
FT/Prentice Hall, 2006
3rd ed
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注記
Rev. ed. of: Essentials of marketing. 2nd ed. 2001
Includes bibliographical references and index
内容説明・目次
内容説明
Written with simple, clear language, this is the most concise book on marketing communications helping true beginners understand the subject.
目次
Brief Contents
1. Theories of Communication
2. The Communications Mix
3. Print Media Advertising
4. Active media, TV, radio and cinema
5. Outdoor advertising
6. Public relations and corporate image
7. Branding, packaging and merchandising
8. Managing exhibitions and trade events
9. Direct and database marketing
10.Sales promotion
11. Personal selling and sales management
12. Twenty-first century marketing communications
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