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

By: Material type: TextTextEdition: Second editionDescription: xv, 464 pages : illustrations ; 27 cmISBN:
  • 9780857027863
  • 0857027867
  • 9780857027870
  • 0857027875
Subject(s): Genre/Form: DDC classification:
  • 658.802 COP 23
LOC classification:
  • HF5415.123 .C664 2014
Contents:
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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Holdings
Item type Current library Call number Status Date due Barcode
Books 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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