Marketing Communications Management : concepts and theories, cases and practices / Paul Copley
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| | | | | | Marketing Communications Management : concepts and theories, cases and practices. | | xiv, 441 pages : some colour illustrations ; 29 cm. | | Includes index. | | Marketing communications in context - The integrated marketing communications mix and its environment; Marketing communications theory; Behaviour and relationships; Managing the communications mix; Advertising as art of persuasion, strategic thinking and managed discipline - Advertising theory, branding and practice; Creative platform and the role of semiotics; Media characteristics, planning and spend issues; Advertising management - A case of White Horse Whisky; Sales promotion and direct marketing - The nature and role of sales promotions; Direct marketing; Planning and managing promotions: A case of ASB bank New Zealand; Public and corporate relations - The nature and role of public relations; Corporate communications; Sponsorship; Planning and managing public relations: A case of Perrier and other crises; Personal communication - The nature and role of personal selling; Planning and managing personal communication - A case of Audi; Research in and evaluation of marketing communications; Interactivity in marketing communications; International issues; Glossary of terms used in marketing communications; Subject and author index. | | ISBN 9781138145993 | | .-ISBN 9780750652940. | | | | 1. Marketing - Management 2. Communication in marketing - Management 3. Public Relations.I. Title | | Control No. : 22609 | | | Library : UiTM Shah Alam; UiTM Negeri Sembilan; UITM Melaka |
| | Accn No. | Item Status | Add Id | Location | SMD | Item Category | | 1022362 | Shelf | | PERPUSTAKAAN TUN ABDUL RAZAK(P1) | BOOK | RAK TERBUKA (OPEN SHELVES) |
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