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Marketing communications /

レコード種別:	言語・文字資料 (印刷物) : 単行資料
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 /
LDR:01441cam a2200217 a 450 001 1000056287
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010 $a 2014002230
020 $a 9780415507714 (pbk.) : $c NT1762
020 $a 9780415507707 (hardback)
020 $z 9781315778860 (ebook)
035 $a 18019464
040 $a DLC $b eng $c DLC $d DLC
042 $a pcc
050 0 0 $a HF5415.123 $b .E24 2015
082 0 0 $a 658.8/02 $2 23
245 0 0 $a Marketing communications / $c Lynne Eagle ... [et al.].
260 # $a New York : $b Routledge, Taylor & Francis Group, $c 2015.
300 $a xiii, 427 p. : $b ill. ; $c 26 cm.
504 $a Includes bibliographical references and index.
505 0 # $a 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.
650 # 0 $a Advertising. $3 147785
650 # 0 $a Communication in marketing. $3 153067
700 1 # $a Eagle, Lynne. $3 1000083380