Marketing Communication Policies

By summing up the authors’ lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. At the same time, the sound grounding provided by this work is suitable for students pursuing Post-graduate Diploma or Master programmes in technological, scientific or IT-related areas. The book gives an introduction to the generic issues of Marketing Communications as well as an overview of the information behaviour of targeted customer groups. The foundation laid in the initial chapters is followed up by more specific areas such as situational analysis and the development of communications strategies.

• Communications Management
• International Marketing
• International Marketing Communications
• Marketing
• Marketing Communications
• Media Planning
• communication

• East Asia Institute, Ludwigshafen University of Applied Sciences, Ludwigshafen, Germany

  Rainer Busch

• Faculty of Economics 2 (W2), Heilbronn University, Heilbronn, Germany

  Margarete Seidenspinner

• Department of Management Science II ( BWII ), Ludwigshafen University of Applied Sciences, Ludwigshafen, Germany

  Fritz Unger

Policies and ethics