Marketing Communication Policies / by Rainer Busch, Margarete Seidenspinner, Fritz Unger

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PPN (Catalogue ID):

524963762

Persons:

Busch, Rainer [VerfasserIn]

Seidenspinner, Margarete

Unger, Fritz

Media type:

eBook

Formangabe:

Lehrbuch

Extent:

Online-Ressource ; v.: digital

Language:

English

Published:

Berlin, Heidelberg: Springer-Verlag Berlin Heidelberg ; 2007

Contains:

""Preface""; ""Contents""; ""1 An overview""; ""2 The fundamental aspects of marketing communications""; ""3 The fundamental aspects of communications science""; ""4 Information behaviour and socialisation""; ""5 Analysing the communication situation""; ""6 The goals of communication policies""; ""7 Communication strategies""; ""8 Media planning in marketing communications""; ""9 Designing market communications""; ""10 Collaborating with agencies""; ""11 Specific issues in international marketing communications""; ""Additional reading and sources""

""Consolidated glossary of German and English key terms""

RVK:

QP 600 / Allgemeines [Wirtschaftswissenschaften, Allgemeine Betriebswirtschaftslehre, Aufbauelemente des Unternehmens, Absatz, Allgemeines]

Keywords:

Kommunikationsstrategie

Further Keywords:

Marketing

Economics

General Note:

Literaturverz. S. 241 - 246

Secondary Edition:

Online-Ausg. ; 2007 ; Springer eBook Collection. Business and Economics

Bibliographic context:

Print version: Marketing Communication Policies

Links:

Inhaltsverzeichnis

Inhaltsverzeichnis

Inhaltstext

ISBN:

978-3-540-37323-0

DOI/URN:

10.1007/978-3-540-37323-0

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