A Reader in Marketing Communications (eBook, PDF)

Redaktion: Kitchen, Philip; Schultz, Don E.; Eagle, Lynne; De Pelsmacker, Patrick

• Format: PDF

Produktbeschreibung

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix.

Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area - the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers.

Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 292
• Erscheinungstermin: 26. August 2020
• Englisch
• ISBN-13: 9781000100952
• Artikelnr.: 59999993

Autorenporträt

Philip Kitchen (Edited by) ,  Patrick de Pelsmacker (Edited by) ,  Lynne Eagle (Edited by) ,  Don E. Schultz (Edited by)

Inhaltsangabe

About the Editors. Acknowledgements. Introduction and Overview of Marketing
Communications. From Advertising to Integrated Marketing Communications.
Reading 1. Advertising: What to Say, When. Reading 2. Sales Promotion.
Reading 3. From Direct Mail to Direct Response Marketing. Readings 4 and 5.
Marketing PR. Reading 6. Sponsorship. Reading 7. Personal Selling. Reading
8. Internet and the World Wide Web. Reading 9. Roots of Relationship.
Marketing. Reading 10. Measuring the Success Rate of Marketing
Communications. Reading 11. Summary and Conclusion

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About the Editors. Acknowledgements. Introduction and Overview of Marketing Communications. From Advertising to Integrated Marketing Communications. Reading 1. Advertising: What to Say, When. Reading 2. Sales Promotion. Reading 3. From Direct Mail to Direct Response Marketing. Readings 4 and 5. Marketing PR. Reading 6. Sponsorship. Reading 7. Personal Selling. Reading 8. Internet and the World Wide Web. Reading 9. Roots of Relationship. Marketing. Reading 10. Measuring the Success Rate of Marketing Communications. Reading 11. Summary and Conclusion