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Marketing Communications

Marketing Communications
Author: Lynne Eagle
Publisher: Routledge
ISBN: 1317697758
Size: 13.66 MB
Format: PDF
View: 4553
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With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.
Marketing Communications
Language: en
Pages: 428
Authors: Lynne Eagle, Stephan Dahl, Barbara Czarnecka, Jenny Lloyd
Categories: Business & Economics
Type: BOOK - Published: 2014-08-27 - Publisher: Routledge
With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without
Marketing Communications
Language: un
Pages: 578
Authors: Steve Bird
Categories: Business & Economics
Type: BOOK - Published: 2004 - Publisher: Juta and Company Ltd
Six marketing communication tools—advertising, personal selling, sales promotion, direct marketing, public relations, and sponsorship—are reviewed in this text for South African learners and practitioners. This fully updated edition focuses on recent developments in marketing communications, highlighting the use of the World Wide Web, e-mail, and instant messaging in marketing. The
Modern Marketing Communications
Language: un
Pages: 240
Authors: Frank Jefkins
Categories: Business & Economics
Type: BOOK - Published: 2012-12-06 - Publisher: Springer Science & Business Media
Marketing communications is a subject which has become popular in both marketing and public relations circles, but sometimes with different parameters. There are those who prefer to confine marketing communications to promotional activities, which is mostly an academic point of view, and there are those who see the subject in
Strategic Integrated Marketing Communications
Language: en
Pages: 320
Authors: Larry Percy
Categories: Business & Economics
Type: BOOK - Published: 2014-06-27 - Publisher: Routledge
An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation
Marketing Communications
Language: un
Pages: 416
Authors: John Egan
Categories: Business & Economics
Type: BOOK - Published: 2019-12-04 - Publisher: SAGE
John Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications. The book takes an industry-driven approach which provides all the theories in the context of application and from a real world perspective. It also uses accessible, straight-forward language
Integrated Marketing Communication
Language: en
Pages: 250
Authors: Jerome M. Juska
Categories: Internet advertising
Type: BOOK - Published: 2017 - Publisher:
This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy. The author
Marketing Communications
Language: un
Pages: 696
Authors: Paul Russell Smith, Jonathan Taylor
Categories: Business & Economics
Type: BOOK - Published: 2004 - Publisher: Kogan Page Publishers
Since it was first published in 1993, Marketing Communications has rapidly established its popularity amongst students and practitioners alike. The author's original and youthful approach is considered a refreshing alternative to the regular stuffy, prescriptive textbooks. This new edition will not disappoint. It's absolutely up-to-the minute with the latest marketing
Marketing Communications Management
Language: en
Pages: 480
Authors: Paul Copley
Categories: Business & Economics
Type: BOOK - Published: 2007-03-30 - Publisher: Routledge
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
Business-to-Business Marketing Communications
Language: en
Pages: 92
Authors: Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos
Categories: Business & Economics
Type: BOOK - Published: 2017-07-22 - Publisher: Springer
This book addresses the rapidly changing Business-to-Business (B2B) marketing communication landscape, in particular the shrinking of marketing budgets and the increasing demand for measurable results. Despite the rapid drop of print media usage, the authors suggest the need for increased accountability for the use of advertising media and highlight ways
Integrated Marketing Communications
Language: un
Pages: 400
Authors: Lawrence Ang
Categories: Business & Economics
Type: BOOK - Published: 2014-01-02 - Publisher: Cambridge University Press
Explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques.