Marketing communications
By: Eagle, Lynne
Material type:
TextPublisher: New York Routledge, Taylor & Francis Group 2015Description: xvi,427p.incl.index PBISBN: 9780415507714 Subject(s): Marketing | Communications | Marketing Communications | AdvertisingDDC classification: 658.802 E2M2 | Item type | Current location | Call number | Status | Date due | Barcode |
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Books
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Ahmedabad (HO) Book Section | 658.802 E2M2 (Browse shelf) | Available | 25329 |
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| 658.8 Z4A7 The Art of selling | 658.802 C2B7 Breakthrough marketing plans: how to stop wasting time and start driving growth | 658.802 D2T4 TILT: shifting your strategy from products to customers | 658.802 E2M2 Marketing communications | 658.802 P3S8 Sustainable enterprise : | 658.802 S3E6 Empowering brands with customer integration: | 658.802 S9A6 The Analytical marketer: |
Includes bibliographical references and index.
Marketing communications as a strategic marketing tool -- Introducing communication -- Ethical issues and current challenges -- Analysing the integrated marketing communications environment -- Creativity and creativity tactics -- The IMC client/agency relationship -- And branding -- Traditional media -- Electronic, new and social media -- Emerging, hybrid media and experiential marketing -- Advertising -- Integrated campaign development : direct and database marketing, outdoor and point of purchase -- Integrated campaign development : marketing PR and sponsorship -- Integrated campaign development : personal selling and sales management, retail key account liaison, exhibitions and shows -- Evaluation and control : evidence of effectiveness and the challenge of measuring return on investment.
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