Marketing communications
著者
書誌事項
Marketing communications
SAGE, 2020
3rd ed
大学図書館所蔵 全3件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Previous ed.: 2015
First ed.: Thomson Learning, 2007
Includes bibliographical references and index
内容説明・目次
内容説明
John Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications.
The book takes an industry-driven approach which provides all the theories in the context of application and from a real world perspective. It also uses accessible, straight-forward language and all content is supported by a collection of learning features.
New to this edition:
* New chapters on Digital Marketing and Analytics and Social Media Marketing
* Strong focus on marketing communications analytics
* Update of examples, case studies and references
Online resources for both instructors and students complement the book. These include PowerPoint slides, an Instructors' manual, MCQ's with answers for instructors, a glossary, flashcards, links to relevant websites and videos.
Suitable for marketing students taking a Marketing Communications module as part of their Marketing degree.
目次
Part 1: Essentials of Marketing Communications
Chapter 1: Introduction to Marketing Communications
Chapter 2: Marketing Communications Theory
Chapter 3: Buying Behaviour
Chapter 4: Brand Communications
Part 2: Managing Campaigns, Media Planning and Research
Chapter 5: Marketing Communications Strategy and Planning
Chapter 6: Understanding Marketing Research
Chapter 7: Campaign Tactics and Management
Chapter 8: Campaign Media and Media Planning
Part 3: The Marketing Communications Mix and Omni-Channels
Chapter 9: Advertising
Chapter 10: Digital Marketing
Chapter 11: Social Media Marketing
Chapter 12: Sales Promotion
Chapter 13: Corporate Communications & PR
Chapter 14: Sponsorship & Product Placement
Chapter 15: Personal Selling and Point of Sale
Chapter 16: Employee Branding & Communications
Chapter 17: Marketing Channels and Business-to Business Communications
Part 4: Industry and Ethics in a Global Context
Chapter 18: Global Marketing Communications
Chapter 19: Ethical Marketing and Regulation
Chapter 20: The Communications Industry
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