Marketing Communication Policies

by Rainer Busch, Margarete Seidenspinner, Fritz Unger

Overview

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. There are comprehensive illustrations, cases, questions for discussion, and case solutions.

Product Details

ISBN-13:	9783642072147
Publisher:	Springer Berlin Heidelberg
Publication date:	11/10/2010
Edition description:	Softcover reprint of hardcover 1st ed. 2007
Pages:	260
Product dimensions:	6.10(w) x 9.25(h) x 0.24(d)

Table of Contents

An overview.- The fundamental aspects of marketing communications.- The fundamental aspects of communications science.- Information behaviour and socialisation.- Analysing the communication situation.- The goals of communication policies.- Communication strategies.- Media planning in marketing communications.- Designing market communications.- Collaborating with agencies.- Specific issues in international marketing communications.