Marketing Communications Management 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024


Marketing Communications Management

简体网页||繁体网页
Copley, Paul 作者
Butterworth-Heinemann
译者
2004-11 出版日期
456 页数
$ 73.39 价格
Paperback
丛书系列
9780750652940 图书编码

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发表于2024-11-28


Marketing Communications Management 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

Marketing Communications Management 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

Marketing Communications Management 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024



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Marketing Communications Management 在线电子书 著者简介

Paul Copley is Senior Lecturer in Marketing and Programme Leader for the MA Marketing, Newcastle Business School, Northumbria University. Formerly involved in publicity, marketing services and international product management in various industry contexts, he has taught widely on the subjects of marketing, marketing research, and marketing communications. Research interests include the role of semiotics in marketing, and marketing and marketing communications in SMEs.


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Marketing Communications Management 在线电子书 图书描述

"Marketing Communications Management: Concepts and Theories, Cases and Practice" makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, 'stop points', vignettes, and case studies, and a summary of key points concludes each chapter. Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship. It is especially tailored to the higher level needs of the final year student, offering an integrated, managerial approach. It includes a comprehensive global coverage of the topic, and wide range of examples, case studies and vignettes to bring the theory to life.

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