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Marketing Communications

Objectives, Strategy, Tactics
 Ebook
Sofort lieferbar | Lieferzeit:3-5 Tage I

49,99 €*

ISBN-13:
9781526452184
Einband:
Ebook
Seiten:
584
Autor:
John R Rossiter
Serie:
SAGE Publications Ltd
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
2 - DRM Adobe
Sprache:
Englisch
Beschreibung:

Part I: Marcoms and BrandingChapter 1: Marketing Communications and Campaign PlanningChapter 2: Branding and Brand PositioningPart II: Marcoms Campaign ObjectivesChapter 3: Campaign Target Audience Selection and Action ObjectivesChapter 4: Campaign Communication ObjectivesPart III: Creative StrategyChapter 5: Key Benefit Claim and The Creative IdeaChapter 6: Brand Awareness and Brand Attitude (Grid) TacticsChapter 7: Attention Tactics and PretestingPart IV: Sales Promotion StrategyChapter 8: Manufacturer and Retailer PromotionsPart V: Media StrategyChapter 9: Media-Type Selection and the Reach PatternChapter 10: Effective Frequency and Strategic Scheduling RulesPart VI: Campaign ManagementChapter 11: Setting the Campaign BudgetChapter 12: Campaign TrackingPart VII: Other MarcomsChapter 13: Corporate Image Advertising, Sponsorships, and PRChapter 14: Personal Selling and Customer Database MarketingChapter 15: Social Marketing and Ethics
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan.

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