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[ subject:"Advertising." ]
切換:
標籤
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ISBD
Marketing communications /
紀錄類型:
書目-語言資料,印刷品 : 單行本
正題名/作者:
Marketing communications // Lynne Eagle ... [et al.].
其他作者:
Eagle, Lynne.
出版者:
New York :Routledge, Taylor & Francis Group,2015.
面頁冊數:
xiii, 427 p. :ill. ;26 cm.
標題:
Advertising. -
ISBN:
9780415507714 (pbk.) :
ISBN:
9780415507707 (hardback)
Marketing communications /
Marketing communications /
Lynne Eagle ... [et al.]. - New York :Routledge, Taylor & Francis Group,2015. - xiii, 427 p. :ill. ;26 cm.
Includes bibliographical references and index.
Marketing communications as a strategic marketing tool -- Introducing communication -- Ethical issues and current challenges -- Analysing the integrated marketing communications environment -- Creativity and creativity tactics -- The IMC client/agency relationship -- And branding -- Traditional media -- Electronic, new and social media -- Emerging, hybrid media and experiential marketing -- Advertising -- Integrated campaign development : direct and database marketing, outdoor and point of purchase -- Integrated campaign development : marketing PR and sponsorship -- Integrated campaign development : personal selling and sales management, retail key account liaison, exhibitions and shows -- Evaluation and control : evidence of effectiveness and the challenge of measuring return on investment.
ISBN: 9780415507714 (pbk.) :NT1762
LCCN: 2014002230Subjects--Topical Terms:
147785
Advertising.
LC Class. No.: HF5415.123 / .E24 2015
Dewey Class. No.: 658.8/02
Marketing communications /
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