Marketing Communications
Marketing Communications
- Prentice Hall, 2001
- 512
This textbook offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Preface, Acknowledgements, Integrated Communications, Branding, How Marketing Communications Work, Target Groups, Objectives, Budgets, Advertising, Media Planning, Advertising Research, Public Relations, Sponsorship, Sales Promotions, Direct Marketing, Point-of-Purchase Communications, Exhibitions and Tale Fairs, Personal Selling, Internet Communications, Business-to-business Communications, International Communications, Index.
273638718
This textbook offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Preface, Acknowledgements, Integrated Communications, Branding, How Marketing Communications Work, Target Groups, Objectives, Budgets, Advertising, Media Planning, Advertising Research, Public Relations, Sponsorship, Sales Promotions, Direct Marketing, Point-of-Purchase Communications, Exhibitions and Tale Fairs, Personal Selling, Internet Communications, Business-to-business Communications, International Communications, Index.
273638718