Marketing Communications Management: Concepts and Theories, Cases and Practices - Softcover

Copley, Paul

Softcover

ISBN 10: 0750652942 ISBN 13: 9780750652940

Publisher: Routledge, 2004

Synopsis

Marketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, 'stop points', vignettes, and case studies, and a summary of key points concludes each chapter.

Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship.

About this title

About the Author

Paul Copley

From the Back Cover

Marketing Communications Management: concepts and theories, cases and practices makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, 'stop points', vignettes, and case studies, and a summary of key points concludes each chapter.

Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship.

Edition details

• Publisher: Routledge
• Publication date: 2004
• Language: English
• ISBN 10: 0750652942
• ISBN 13: 9780750652940
• Binding: Paperback
• Edition number: 1
• Number of pages: 456