000			03606nam a22002897a 4500
003			OSt
005			20231005044758.0
008			210201b ||||| |||| 00| 0 eng d
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