Marketing communications / Lynne Eagle ... [et al.].  (Text) (Text)

Eagle, Lynne
Call no.: HF5415.123 .M367 2015Publication: Abingdon, UK. : Routledge, Taylor & Francis Group, 2015Edition: 1st edDescription: xiii, 427 p. : illISBN: 9780415507714 (pbk.); 0415507707 (hbk.); 9780415507707 (hbk.); 0415507715 (pbk.)Subject(s): Communication in marketingAdvertisingLOC classification: HF5415.123 | .M367 2015
Contents: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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General Books HF5415.123 .M367 2015 (เรียกดูชั้นหนังสือ) ยืมออก 31/08/2022 31379015121602

MK317-319

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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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