Name: Marketing Communications (en Inglés)
Price: 166.23 PEN
Availability: InStock
Author: Lynne Eagle
ISBN: 9780429447044

portada Marketing Communications (en Inglés)

Formato

Libro Físico

Editorial

Routledge

Autor

Lynne Eagle

Año

2020

Idioma

Inglés

N° páginas

420

Encuadernación

Tapa Blanda

ISBN13

9780429447044

N° edición

Categorías

Comunicación y presentación empresarial

Marketing Communications (en Inglés)

Lynne Eagle (Autor) · Routledge · Tapa Blanda

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Origen: Estados Unidos (Costos de importación incluídos en el precio)

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Reseña del libro "Marketing Communications (en Inglés)"

Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications. Marketing Communications applies a uniquely practical approach to the topic, providing a structured overview of planning, development, implementation and evaluation of marketing communications, alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated, the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms, changing media consumption patterns and consumers' strategies to cope with information overload. It also reflects upon consumer scepticism, a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors, such as social marketing and political marketing, as well as the cross-cultural aspect of marketing communications. This textbook is essential reading for both students and professionals in marketing, communications and public relations. Online resources include an extensive instructors' guide, which provides answer checklists to all Think boxes, Ethical issues and end-of-chapter cases within the book. The text is also supported by PowerPoint slides and test banks for all chapters and major cases.