Marketing communications
著者
書誌事項
Marketing communications
Financial Times / Prentice Hall, 2001
- pbk
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Marketing Communication is not only one of the most visible and widely discussed instruments of the marketing mix, with an overwhelming impact on both society and business, it is also one of the most fascinating. This textbook offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context Separate chapters cover all elements of the marketing mix, including public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the internet. Full attention is given to the role of these elements within the marketing communications plan ensuring that students now which tools to employ at what point. In addition Marketing Communications is extremely user-friendly, including a wealth of examples, mini-cases, chapter summaries, review questions and suggested further reading.
目次
Part 1 1. Marketing Management, the Marketing Environment, and Marketing Communications 2. Strategic marketing management and the communication mix 3. Environmental, regulatory and ethical issues Part 2 4. How Communication Works 5. Consumer behaviour and marketing communications 6. How marketing communication persuades customers Part 3 7. The Marketing Communications Plan 8. Communication objectives 9. Target groups 10. Communication research: preparation, evaluation and control 11. Communication budget 12. Communication tools in perspective Part 4 13. Communication Tools in Focus 14. Advertising 15. Advertising media and media selection 16. Sponsorship 17. Sales promotions 18. Publicity and public relations 19. Direct marketing 20. Point-of-purchase communication 21. Exhibitions and trade fairs 22. Personal selling Part 5 23. Special Topics in Marketing Communications 24. Interactive media and marketing communications 25. Corporate communications 26. Integrated communications 27. Services communications 28. Business-to-business communications 29. International communications 30. Communicating with special target groups
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