Marketing communications management : analysis, planning, implementation / Paul Copley.

Format:

Book

Author/Creator:

Copley, Paul, 1952- author.

Series:

Sage knowledge.

Language:

English

Subjects (All):

Communication in marketing.

Marketing--Management.

Marketing.

Communication in marketing--Textbooks.

Marketing--Management--Textbooks.

Genre:

Textbooks.

Physical Description:

1 online resource (464 pages) : illustrations

Edition:

Second edition.

Place of Publication:

London : SAGE Publications Ltd, 2014.

Summary:

'An excellent text for exploring marketing communications in the 21st century.' - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway 'First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.' - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to ...

Contents:

chapter 1. Integrated marketing communications and its environment

chapter 2. Theoretical underpinnings of marketing communications

chapter 3. Buyer behaviour and relationships

chapter 4. Managing the marketing communications mix

chapter 5. The marketing communications industry

chapter 6. Ethics and corporate social responsibility in marketing communications

chapter 7. Advertising and branding

chapter 8. Message creation and execution

chapter 9. Traditional media : characteristics and planning

chapter 10. Digital media : interaction and engagement

chapter 11. Sales promotions

chapter 12. Direct marketing

chapter 13. Public relations

chapter 14. Corporate communications

chapter 15. Sponsorship

chapter 16. Personal selling

chapter 17. Marketing research and evaluation

chapter 18. International marketing communications.

Notes:

Part of the SAGE Knowledge collection.

Previous edition: Amsterdam: Elsevier Butterworth-Heinemann, 2004.

Includes bibliographical references and index.

Description based on MARC record for print version.

Other Format:

Print version :

ISBN:

9781473909632 (ebook) :

OCLC:

1017732297

Access Restriction:

Restricted for use by site license.