Marketing Communications Management pdf epub mobi txt 電子書 下載2025
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.
"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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