Successful Marketing Communications

ISBN-13: 9780750650274 / Angielski / Miękka / 2001 / 222 str.

Cathy Ace

Opis

Successful Marketing Communications is a comprehensive, introductory text that takes a practical approach to the subject of marketing communications. For students who need to gain a practical insight into promotional planning and implementation, this text covers all of the marketing communications content from certificate to advanced level. The text not only prepares students for the increasingly higher levels of CIM examinations, but also allows practitioners without expertise in this area to develop their own planning skills.

Spis treści

The marketing context; Planning your marketing communications; Above the line communication methods; Below the line communication methods; Public relations - more than just a goodwill exercise; Managing implementation; Building the relationship over time; Communication planning and implementation in the real world - case studies that will challenge your ability to really 'do it'!

O autorze

Cathy Ace