Modern Marketing Communications

Authors: Jefkins, Frank

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About this book

Marketing communications is a subject which has become popular in both marketing and public relations circles, but sometimes with different parameters. There are those who prefer to confine marketing communications to promotional activities, which is mostly an academic point of view, and there are those who see the subject in broader terms, embracing every form of communication used in marketing, which is how the subject is practised in the business world. While the author has long experience as a teacher and examiner, he also continues to be a professional practitioner. Consequently, the book aims to serve those concerned with both the academic and the professional in terpreta tions of marketing comm unica tions. I t is of course hoped that those who adopt the academic approach to the subject will eventually acknowledge that there is more to marketing communi­ cations than advertising, sales promotion, selling, marketing research and public relations. It is also necessary to realise that public relations embraces much more than the 'publicity' in the 4Ps promotion box. Without wishing to be contentious, this broad approach is proposed so that communications of all kinds throughout the marketing strategy can have maximum effect. Very little has been published on this subject, and the book is therefore a pioneer attempt to establish the practical parameters of modern marketing communications. There are so many broad and narrow interpretations of marketing communications, but it is hoped that this book will be useful to teachers, students and practitioners of the subject.

Table of contents (22 chapters)

Table of contents (22 chapters)
  • Introduction to Marketing Communications

    Pages 1-4

    Jefkins, Frank, BSc(Econ), BA(Hons), MCAM, ABC, FIPR, FAIE, FLCC, FInstSMM, MCIM

  • A Broader Look at the Marketing Mix

    Pages 7-22

    Jefkins, Frank, BSc(Econ), BA(Hons), MCAM, ABC, FIPR, FAIE, FLCC, FInstSMM, MCIM

  • Communications in Relation to the Product Life Cycle

    Pages 23-30

    Jefkins, Frank, BSc(Econ), BA(Hons), MCAM, ABC, FIPR, FAIE, FLCC, FInstSMM, MCIM

  • How Well Do Names and Brands Communicate?

    Pages 31-42

    Jefkins, Frank, BSc(Econ), BA(Hons), MCAM, ABC, FIPR, FAIE, FLCC, FInstSMM, MCIM

  • The Product Image and Packaging

    Pages 43-49

    Jefkins, Frank, BSc(Econ), BA(Hons), MCAM, ABC, FIPR, FAIE, FLCC, FInstSMM, MCIM

Buy this book

eBook $84.99
price for USA in USD
  • ISBN 978-94-011-6868-7
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $109.00
price for USA in USD
  • ISBN 978-0-216-92694-3
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
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Bibliographic Information

Bibliographic Information
Book Title
Modern Marketing Communications
Authors
Copyright
1990
Publisher
Springer Netherlands
Copyright Holder
Frank Jefkins
eBook ISBN
978-94-011-6868-7
DOI
10.1007/978-94-011-6868-7
Softcover ISBN
978-0-216-92694-3
Edition Number
1
Number of Pages
VIII, 240
Topics