Marketing Communications

ISBN-13: 9781138331822 / Angielski / Twarda / 2020 / 402 str.

Lynne Eagle; Barbara Czarnecka; Stephan Dahl

Opis

Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets.

Spis treści

1. Marketing communications as a strategic marketing tool  2. Introducing communication  3. Ethical issues and current challenges  4. Analysing the integrated marketing communications environment  5. Creativity and creativity tactics  6. The IMC client–agency relationship  7. IMC and branding  8. Traditional media  9. Electronic, new and social media  10. Emerging, hybrid media and experiential marketing  11. Integrated campaign development: Advertising  12. Integrated campaign development: Sales promotion  13. Integrated campaign development: Direct and database marketing, outdoor and point of purchase  14. Integrated campaign development: marketing PR and sponsorship  15. Integrated campaign development: Personal selling and sales management, retail key account liaison, exhibitions and shows  16. Marketing Communications for not-for-profit audiences: Social marketing and political marketing  17. Marketing communications in a global marketplace  18. Evaluation and control: Evidence of effectiveness and the challenge of measuring return on investment