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020 _a9780857027870
040 _aCvSU-CCAT Campus Library.
_bEnglish.
_cCvSU-CCAT Campus Library
_erda.
050 _aCIR HF 5415.123
_bC67 2014
082 _aCIR 658.802
_bC791m 2014
_220
100 _aCopley, Paul, author.
_91526
245 _aMarketing communications management :
_banalysis, planning, implementation /
_cPaul Copley.
250 _aSecond edition.
260 _aLos Angeles :
_bSAGE,
_cc2014.
300 _axv, 464 pages :
_b illustrations ;
_c28 cm
501 _aPrevious edition: Amsterdam: Elsevier Butterworth-Heinemann, 2004
504 _aIncludes index.
505 _aCover Table of Contents About the Author Preface Acknowledgements 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 Glossary
520 _aPraise for the first edition: ‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway ‘First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.’ - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to strategically create and effectively manage marketing communications campaigns. Every chapter includes Snapshots that help you to apply theory to engaging real-world examples. These include: BMW, Harrods, Levi’s, Lynx, Tesco, Tencent, United Colors of Benetton and Wonga. Additionally, Stop Points encourage you to pause and critically reflect upon the topic for deeper learning and higher grades. The Assignment boxes invite you to test your knowledge in the form of a task based on what you have just read to also help push yourself further. The Companion Website includes longer case studies, video feeds and other useful web links, a larger glossary of key terms, and links to SAGE journal articles. Password-protected resources are also available to lecturers, including. PowerPoint slides, a tutor manual, activities for the classroom and indicative responses to the assignments and discussion questions provided in each chapter.
546 _aIn English text.
650 _aCommunication in marketing.
_91514
650 _aMarketing
_vManagement.
_91384
942 _cBK
_eSecond edition.
_hHF 5415.123 C67 2014
_kCIR
_2lcc
999 _c499
_d499