Marketing Communications

Marketing Communications

作者:Egan, John, 出版社:Baker & Taylor Books, 出版日期:2007-04-15

定價 2137 元, 最低 1368 元起... AmazonAmazon United Kingdom 完整列出比價資訊...

商品條碼:9781844801213, ISBN:1844801217
分類標籤:Subjects » Books » Specialty Stores » Custom Stores » Education

 

內容簡介

Marketing Communications
Marketing Communications blends inspired examples with wide-ranging theories and applications to provide a complete introduction to this popular subject. Drawing on years of experience in both industry and academia, John Egan provides a fresh approach backed with numerous industry examples. All aspects of modern Marketing Communications are covered, including ’Communications Theory’, ’Advertising’, ’Sales Promotion’, ’Planning’, ’Research’ and ’Public Relations’ through to rarely covered topics such as ’Internal Marketing’, ’Ethical Marketing’ and the ’Regulatory Environment’. The concluding chapter on ’The Changing Face of Marketing Communications’ sets the scene for future developments while detailed further reading and references provide pathways for advanced study. Mini Case Studies in every chapter mix theory with practice while longer end-of-chapter Case Studies with questions summarise student learning within a real-world context. European examples and rich pedagogical features, including learning objectives, review questions and large colour illustrations, ensure students will relate seamlessly with the ideas presented. This dynamic text is ideal for all students studying Marketing Communications, particularly those on undergraduate, postgraduate and Professional Diploma courses.
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