Marketing communication : principles and practice /
"Providing a fresh and innovative framework for the management of marketing communication processes, this textbook uses references to communication studies, cultural studies and critical management studies to shift the focus from message-making to relationship-building. Providing a contemporary...
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| Autor principal: | |
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| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
London ; New York :
Routledge,
2002.
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| Materias: | |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
Tabla de Contenidos:
- 1. An introduction to marketing communication
- 2. A communication concept for communicating
- 3. Consumer behaviour and communication
- 4. Marketing communication ideology
- 5. Managing with stakeholders in mind
- 6. Intercultural communication
- 7. The marketing mix as social communicator
- 8. The brand communicator
- 9. Selecting media for communicating
- 10. Identity, image, and reputation
- 11. Internal marketing communication
- 12. Relationship marketing
- 13. Integrated marketing communication
- 14. Advertising as communicating
- 15. Communication strategies and objectives
- 16. Planning, evaluating, and controlling the marketing communication system and programme
- 17. Professionalism
- 18. Contemporary marketing communication, corporate communication, and ... the future?