Marketing communications : touchpoints, sharing and disruption / Chris Fill and Sarah Turnbull.
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Fill, Chris (författare)
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Turnbull, Sarah (författare)
- ISBN 9781292234977
- Eighth edition
- Publicerad: Harlow : Pearson, 2019
- Engelska xli, 775 sidor
Innehållsförteckning
Ämnesord
Stäng
- Introduction to marketing communications -- Introducing marketing communications -- Marketing communications : issues, influences and disruption -- Communication: theory and practice -- Classical theories and interpretations of buyer behaviour theory -- Contemporary interpretations of buyer behaviour -- How does marketing communications work? -- Managing marketing communications -- Marketing communications : strategies and planning -- Marketing communications : objectives and positioning -- The communications industry : structure, operations and finance -- Evaluation and metrics -- Branding and marketing communications -- Integrated marketing communications -- The marketing communications mix -- Advertising : role, forms and strategy -- Public relations : principles and practice -- Sponsorship -- Direct marketing and personal selling -- Sales promotion, field marketing and brand experience -- Brand placement, exhibitions, packaging and licensing -- Messages and creativity -- Media: principles and practice -- Digital and other interactive media -- Media planning in a digital age -- Author index -- Subject index.
Ämnesord
- Säljfrämjande åtgärder (sao)
- Marknadsföring (sao)
- Kommunikation (sao)
- Märkesvaror (sao)
- Communication in marketing. (LCSH)
- Marketing channels. (LCSH)
- Sales promotion. (LCSH)
- Branding (Marketing) (LCSH)
- Branding (Marketing) (fast)
- Communication in marketing. (fast)
- Marketing channels. (fast)
- Sales promotion. (fast)
- Marketing (LCSH)
- Brand name products (LCSH)
- Communication (LCSH)
Indexterm och SAB-rubrik
- Qblb Marknadsföring
- Qbm Reklam och PR (public relations)
Klassifikation
- HF5415.123 (LCC)
- 658.802 (DDC)
- Qblb (kssb/8)
- Qbm (kssb/8)
Inställningar
Hjälp
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