Marketing Communication Policies - Hardcover

Busch, Rainer; Seidenspinner, Margarete; Unger, Fritz

Hardcover

ISBN 10: 3540373225 ISBN 13: 9783540373223

Publisher: Springer, 2006

Synopsis

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.

About this title

From the Back Cover

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.

Subsequently, the students are introduced to the implementation of communication strategies in media planning and the appropriate choice of communication tools. By way of conclusion, the authors investigate the principles of cooperation with communication agents and selected areas of International Marketing Communications.

Edition details

• Publisher: Springer
• Publication date: 2006
• Language: English
• ISBN 10: 3540373225
• ISBN 13: 9783540373223
• Binding: Hardcover
• Number of pages: 271