Marketing communications management : analysis, planning, implementation / Paul Copley.
Material type: TextEdition: Second editionDescription: xv, 464 pages : illustrations ; 27 cmISBN:- 9780857027863
- 0857027867
- 9780857027870
- 0857027875
- 658.802 COP 23
- HF5415.123 .C664 2014
Item type | Current library | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|
Books | Symbiosis School of Media & Communication, Bengaluru | 658.802 COP (Browse shelf(Opens below)) | Available | SSMCB-B-4747 |
Previous edition: Amsterdam: Elsevier Butterworth-Heinemann, 2004.
Includes bibliographical references and index.
Integrated marketing communications and its environment -- Theoretical underpinnings of marketing communications -- Buyer behaviour and relationships -- Managing the marketing communications mix -- The marketing communications industry -- Ethics and corporate social responsibility in marketing communications -- Advertising and branding -- Message creation and execution -- Traditional media: characteristics and planning -- Digital media: interaction and engagement -- Sales promotions -- Direct marketing -- Public relations -- Corporate communications -- Sponsorship -- Personal selling -- Marketing research and evaluation -- International marketing communications.
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