Midlands State University Library
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Integrated marketing communications : the holistic approach created by Tony Yeshin

By: Material type: TextTextLanguage: English Series: Chartered Institute of Marketing/Butterworth-Heinemann marketing seriesPublication details: Oxford Auckland Boston Johannesburg Melbourne New Delhi Butterworth Heinemann 2001Description: 354 pages 25cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0750619236
  • 9780750619233
Subject(s): LOC classification:
  • HF5415.123 YES
Contents:
Marketing communications: an overview; Understanding the marketplace; Product and service strategies; The integration of marketing communications; Managing the marketing communications mix; Choosing and using marketing communications agencies; Advertising; The development of advertising; Media and media planning; Sales promotion; Direct marketing; Public relations; Sponsorship and product placement; Corporate communications; International marketing communications; Future developments in marketing communications; Glossary of terms; Index.
Summary: Marketing communications is a new interpretation of one of the most difficult areas in marketing. The author uses his teaching experience to give students an invaluable understanding of marketing communications. By the author of "Strategic Marketing Management"
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book Book Main Library Open Shelf HF5415.123 YES (Browse shelf(Opens below)) 51832 Available BK132737
Core Collection PostGraduate Studies Library Core Collection HF5415.123 YES (Browse shelf(Opens below)) 53024 Available BK6706
Book Book Zvishavane Library Open Shelf HF5415.123 YES (Browse shelf(Opens below)) 56111 Available BK12294

Includes index.

Marketing communications: an overview; Understanding the marketplace; Product and service strategies; The integration of marketing communications; Managing the marketing communications mix; Choosing and using marketing communications agencies; Advertising; The development of advertising; Media and media planning; Sales promotion; Direct marketing; Public relations; Sponsorship and product placement; Corporate communications; International marketing communications; Future developments in marketing communications; Glossary of terms; Index.

Marketing communications is a new interpretation of one of the most difficult areas in marketing. The author uses his teaching experience to give students an invaluable understanding of marketing communications. By the author of "Strategic Marketing Management"

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