Aktion	Zweigstelle	Standorte	Status	Frist	Vorbestellungen
Vorbestellen	Zweigstelle: 07., Urban-Loritz-Pl. 2a	Standorte: GW.BA FS.E Fill / College 6e - Englisch	Status: Verfügbar	Frist:	Vorbestellungen: 0

VERLAGSTEXT: / This seventh edition of Marketing Communications provides both a rich source of theory and an invaluable insight into how brands create communications and engage audiences in brand conversations. With contributions from brand owners and their advertising agencies from around the world, the book provides a unique blend of the theory and practice of brand communications. / Sarah Turnbull joins Chris Fill as co-author on the seventh edition and together their passion for marketing communications comes alive in this book as they share their expertise and experience. Its strong theoretical underpinning and selection of contemporary case studies makes this the definitive text for undergraduate and postgraduate students in marketing, marketing with psychology, advertising, business studies and other marketing-related programmes. It is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing and is supported by the Institute of Practitioners in Advertising. /

 

AUS DEM INHALT: / Part 1 Introduction to Communications / 1 Introducing marketing Communications 3 / 2 Communications: forms and conversations 37 / 3 Audience insight: processing and behaviour 71 / 4 How marketing Communications work 113 / Part 2 Managing marketing Communications 147 / 5 Marketing Communications: strategy and planning 149 / 6 Marketing Communications: objectives and positioning 180 / 7 The Communications industry: structure, Operations and finance 211 / 8 Evaluation and 252 / 9 Branding and marketing Communications 287 / 10 Integrated marketing Communications 323 / Part 3 The marketing Communications mix / 11 Advertising: role, forms and strategy 355 / 12 Public relations: principles and practice 388 / 13 Sponsorship 422 / 14 Direct marketing and personal selling 450 / 15 marketing and brand experience 485 / 16 Brand exhibitions, packaging and licensing 517 / 17 Messages and creativity 546 / 18 Media - principles and practice 587 / 19 Social, search and other interactive media 621 / 20 Media planning: reaching audiences 658 /