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By summing up the authors' lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. There are comprehensive illustrations, cases, questions for discussion, and case solutions.
| ISBN | 3540373225 | | Pages | 272 | | ISBN13 | 9783540373223
(What's this?) | | Volumes | 1 | | Publisher | Springer-Verlag Berlin and Heidelberg GmbH & Co. KG | | Weight (grammes) | 522 | | Imprint | Springer-Verlag Berlin and Heidelberg GmbH & Co. K | | Published in | Berlin | | Format | Hardback | | Height (mm) | 235 | | Publication date | 30 Oct 2006 | | Width (mm) | 155 | | Library of Congress | HF5415.123 | | Spine width (mm) | 20 | | DEWEY | 658.45 | | Academic level | Undergraduate | | DEWEY edition | DC22 | |
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| 1 | | An overview | | 1 | | 2 | | The fundamental aspects of marketing communications | | 5 | | 3 | | The fundamental aspects of communications science | | 15 | | 4 | | Information behaviour and socialisation | | 43 | | 5 | | Analysing the communication situation | | 63 | | 6 | | The goals of communication policies | | 87 | | 7 | | Communication strategies | | 117 | | 8 | | Media planning in marketing communications | | 133 | | 9 | | Designing market communications | | 147 | | 10 | | Collaborating with agencies | | 187 | | 11 | | Specific issues in international marketing communications | | 199 |
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