2011, ISBN: 9789287161277

Kogan Page Limited/Viva Books, 2011. 5th or later edition. Softcover. New. Marketing Communications explores all aspects of marketing including: • social media &acir… Más…

Kogan Page Limited/Viva Books, 2011. 5th or later edition. Softcover. New. Marketing Communications explores all aspects of marketing including: • social media • advertising • PR • sponsorship • direct selling • websites The fifth edition of this best-selling text has been significantly updated to include the new communication tools now available to marketing professionals. Heralding the emergence of social media as a "marketing revolution", the book integrates offline tools with online tools and, of course, social media. This book opens up new opportunities for marketers to raise their game, and ultimately deliver better results. Marketing Communications covers every aspect of marketing communications in a unique, challenging, and often entertaining, style. This European text, has been referred to by the Chartered Institute of Marketing as a "marketing major" alongside the world"s best American authors. With a plethora of examples and new case studies, as well as online support material for lecturers and students, this essential textbook will guide you through everything you need to know about the changing face of marketing. Contents: PART ONE: Communications Background and Theories • New marketing communications • The revolution has started • Marketing utopia has arrived • The ladder of engagement • The race is on • References and further reading • Further information • Branding • Introduction to branding • Brand components • The branding process • Brand summary and the challenges ahead • Conclusion • References and further reading • Customer relationship management • Introduction to CRM • CRM components required • CRM creation and maintenance • CRM summary and challenges • References and further reading • Further information • Customer psychology and buyer behaviour • Introduction to understanding customer buying behaviour • Models of buyer behaviour • The intervening psychological variables • Summary and conclusion • Appendix .: Hofacker"s online information processing • Appendix .: The post-PC customer • References and further reading • Further information • Customer communications theory • Introduction to communications theory • Communications models • Future communications models • References and further reading • Further information . • Marketing communications research • Introduction to market research • Types of research • The market research process • In conclusion • References and further reading • Further information • Media buying and planning • Introduction - the challenge of the media mix • Which medium? • Which media and which vehicle? • Summary • References and further reading • Further information • Marketing communications agencies • Agency types • Agency structure • Agency remuneration • Agency relationships - selection and retention • References and further reading • Further information • International marketing communications • The globalization of markets • International difficulties • International mistakes • Strategic global options • In conclusion • References and further reading • The marketing communications plan • Outline marketing communications plan: the SOSTAC@ planning system • Situation analysis • Objectives • Strategy • Tactics • Action • Control • References and further reading • Further information • The changing communications environment • Introduction • Politics (regulations and laws) • Economics • Social change • Technology • Summary • References and further reading • Further information PART TWO: Communications Tools • Selling, sales management and key account management • Introduction • Managing the sales force • Extending the sales force • Advantages and disadvantages • Summary • References and further reading • Further information • Advertising online and offline • Introduction • New advertising • Managing an advertising campaign • Case study .: T-Mobile • Case study .: HEA drug education • Advantages and disadvant Printed Pages: 504., Kogan Page Limited/Viva Books, 2011, Kogan Page Limited/Viva Books, 2011. 5th or later edition. Softcover. New. Marketing Communications explores all aspects of marketing including: • social media • advertising • PR • sponsorship • direct selling • websites The fifth edition of this best-selling text has been significantly updated to include the new communication tools now available to marketing professionals. Heralding the emergence of social media as a "marketing revolution", the book integrates offline tools with online tools and, of course, social media. This book opens up new opportunities for marketers to raise their game, and ultimately deliver better results. Marketing Communications covers every aspect of marketing communications in a unique, challenging, and often entertaining, style. This European text, has been referred to by the Chartered Institute of Marketing as a "marketing major" alongside the world"s best American authors. With a plethora of examples and new case studies, as well as online support material for lecturers and students, this essential textbook will guide you through everything you need to know about the changing face of marketing. Contents: PART ONE: Communications Background and Theories • New marketing communications • The revolution has started • Marketing utopia has arrived • The ladder of engagement • The race is on • References and further reading • Further information • Branding • Introduction to branding • Brand components • The branding process • Brand summary and the challenges ahead • Conclusion • References and further reading • Customer relationship management • Introduction to CRM • CRM components required • CRM creation and maintenance • CRM summary and challenges • References and further reading • Further information • Customer psychology and buyer behaviour • Introduction to understanding customer buying behaviour • Models of buyer behaviour • The intervening psychological variables • Summary and conclusion • Appendix .: Hofacker"s online information processing • Appendix .: The post-PC customer • References and further reading • Further information • Customer communications theory • Introduction to communications theory • Communications models • Future communications models • References and further reading • Further information . • Marketing communications research • Introduction to market research • Types of research • The market research process • In conclusion • References and further reading • Further information • Media buying and planning • Introduction - the challenge of the media mix • Which medium? • Which media and which vehicle? • Summary • References and further reading • Further information • Marketing communications agencies • Agency types • Agency structure • Agency remuneration • Agency relationships - selection and retention • References and further reading • Further information • International marketing communications • The globalization of markets • International difficulties • International mistakes • Strategic global options • In conclusion • References and further reading • The marketing communications plan • Outline marketing communications plan: the SOSTAC@ planning system • Situation analysis • Objectives • Strategy • Tactics • Action • Control • References and further reading • Further information • The changing communications environment • Introduction • Politics (regulations and laws) • Economics • Social change • Technology • Summary • References and further reading • Further information PART TWO: Communications Tools • Selling, sales management and key account management • Introduction • Managing the sales force • Extending the sales force • Advantages and disadvantages • Summary • References and further reading • Further information • Advertising online and offline • Introduction • New advertising • Managing an advertising campaign • Case study .: T-Mobile • Case study .: HEA drug education • Advantages and disadvant Printed Pages: 504., Kogan Page Limited/Viva Books, 2011, Council of Europe, 2007. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition., Council of Europe, 2007<

2007, ISBN: 9287161275

[EAN: 9789287161277], Gebraucht, guter Zustand, [PU: Council of Europe], SOCIAL SCIENCES, This is an ex-library book and may have the usual library/used-book markings inside.This book has… Más…

[EAN: 9789287161277], Gebraucht, guter Zustand, [PU: Council of Europe], SOCIAL SCIENCES, This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition.<

2007, ISBN: 9789287161277

Council of Europe, 2007. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition., Council of Europe, … Más…

Council of Europe, 2007. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition., Council of Europe, 2007<