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Marketing communications management : analysis, planning, implementation / Paul Copley.
- Format:
- Book
- Author/Creator:
- Copley, Paul, 1952- author.
- Language:
- English
- Subjects (All):
- Communication in marketing.
- Marketing--Management.
- Marketing.
- Communication in marketing--Textbooks.
- Marketing--Managemen--Textbooks.
- Physical Description:
- 1 online resource (575 pages) : illustrations
- Edition:
- Second edition.
- Place of Publication:
- Los Angeles, [California] : Sage, 2014.
- Summary:
- '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. You are encouraged to participate in the almost distance-learning approach and via the innovative and thought provoking "stop-points" - Martin Evans, Senior Fellow, Cardiff Business School.
- Contents:
- MARKETING COMMUNICATIONS MANAGEMENT - COVER
- MARKETING COMMUNICATIONS MANAGEMENT
- COPYRIGHT
- CONTENTS
- ABOUT THE AUTHOR
- PREFACE
- ACKNOWLEDGEMENTS
- 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
- GLOSSARY
- INDEX.
- Notes:
- Includes bibliographical references at the end of each chapters and index.
- Description based on print version record.
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 9781473908338
- 1473908337
- OCLC:
- 962452263
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