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Marketing communications management : analysis, planning, implementation / Paul Copley.

By: Material type: TextTextLanguage: English Publication details: London : SAGE Publications Ltd, 2014.Edition: Second editionDescription: xv, 464 pages : illustrations ; 27 cmISBN:
  • 9780857027863
  • 9780857027870
  • 0857027875
Subject(s): Genre/Form: DDC classification:
  • 658.802 23 COP
Contents:
1. Integrated marketing communications and its environment 2. Theoretical underpinnings of marketing communications 3. Buyer behaviour and relationships 4. Managing the marketing communications mix 5. The marketing communications industry 6. Ethics and corporate social responsibility in marketing communications 7. Advertising and branding 8. Message creation and execution 9. Traditional media: characteristics and planning 10. Digital media: interaction and engagement 11. Sales promotions 12. Direct marketing 13. Public relations 14. Corporate communications 15. Sponsorship 16. Personal selling 17. Marketing research and evaluation 18. International marketing communications
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Holdings
Item type Current library Collection Call number Status Date due Barcode
General Books General Books CUTN Central Library Medicine, Technology & Management Non-fiction 658.802 COP (Browse shelf(Opens below)) Available 37077

Previous edition: Amsterdam: Elsevier Butterworth-Heinemann, 2004.

1. Integrated marketing communications and its environment 2. Theoretical underpinnings of marketing communications 3. Buyer behaviour and relationships 4. Managing the marketing communications mix 5. The marketing communications industry 6. Ethics and corporate social responsibility in marketing communications 7. Advertising and branding 8. Message creation and execution 9. Traditional media: characteristics and planning 10. Digital media: interaction and engagement 11. Sales promotions 12. Direct marketing 13. Public relations 14. Corporate communications 15. Sponsorship 16. Personal selling 17. Marketing research and evaluation 18. International marketing communications

Includes bibliographical references and index.

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