Communications

著者

• Bax, Steve
• Woodhouse, Paul

書誌事項

Communications

Steve Bax & Paul Woodhouse

（Cambridge marketing handbook）

Cambridge Marketing Colleges, c2013

注記

Includes bibliographical references (p. 126-129) and index

内容説明・目次

内容説明

Cambridge Marketing Handbook: Marketing Communications looks at the contemporary integrated communications mix, in the light of the changes in digital marketing and aims to give an overview of the current tools that marketers need to have under their belts. Coverage includes: the purpose and uses of communications; the promotional mix; advertising tools; public relations and media tools; the meaning of consumer behaviour; communications plans and evaluation methods. The Handbook also examines the buyer behaviour theories for B2C and B2C, looking at the elements that make up the process of purchase.

目次

• Chapter - 00: Introduction
• Section - ONE: Marketing communications
• Chapter - 01: The Purpose of Marketing Communications
• Chapter - 02: Promotional Tools and Media
• Chapter - 03: Building and Supporting Brands
• Chapter - 04: Marketing Communications Planning
• Chapter - 05: Developing a Brand Strategy
• Chapter - 06: Evaluation
• Section - TWO: Buyer Behaviour
• Chapter - 07: Buyer Behaviour
• Chapter - 08: Influences and Learning
• Chapter - 09: Communication and Learning Models

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BB1747574X
• ISBN:
  • 9780749470616
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: London
• ページ数/冊数: 130, 1, 1 p.
• 大きさ: 18 cm
• 分類:
  • DC23 : 658.872
• 件名:
  • LCSH : Internet marketing -- Handbooks, manuals, etc
  • LCSH : Consumer behavior -- Handbooks, manuals, etc
• 親書誌ID:
  • BB14453387