Overview
Fundamental aspects of Marketing Communications explored
With comprehensive illustrations, cases, questions for discussion, and case solutions
Includes supplementary material: sn.pub/extras
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Table of contents (11 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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.
Authors and Affiliations
Bibliographic Information
Book Title: Marketing Communication Policies
Authors: Rainer Busch, Margarete Seidenspinner, Fritz Unger
DOI: https://doi.org/10.1007/978-3-540-37323-0
Publisher: Springer Berlin, Heidelberg
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Springer-Verlag Berlin Heidelberg 2007
Hardcover ISBN: 978-3-540-37322-3Published: 30 October 2006
Softcover ISBN: 978-3-642-07214-7Published: 14 October 2010
eBook ISBN: 978-3-540-37323-0Published: 23 November 2006
Edition Number: 1
Number of Pages: XI, 260
Topics: Online Marketing/Social Media, Marketing