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Marketing communications management : concepts and theories, cases and practices / Paul Copley.

By: Copley, Paul.
Publisher: Oxford : Elsevier/Butterworth-Heinemann, 2004Description: xiv, 441 p. : ill. ; 28 cm.ISBN: 0750652942 (pbk.).Subject(s): Communication in marketing | Marketing -- ManagementDDC classification: 658.802
Contents:
Part One: Marketing communications in context: 1. The integrated marketing communications mix and its environment - 2. Theoretical underpinnings of marketing communication - 3. Behaviour and relationships - 4. Managing the communications mix -- Part Two: Advertising as Art of persuasion, strategic thinking and managed discipline: 5. Advertising theory, branding and practice - 6. Creative strategy and the role of semiotics - 7. Media characteristics, planning and spend issues - 8. Advertising management -- Part Three: Sales promotion and direct marketing: 9. The nature and role of sales promotions - 10. Direct marketing - 11. Planning and managing promotions -- Part Four: Public relations issues: 12. The nature and role of public relations - 13. Corporate communications - 14. Sponsorship - 15. Planning and managing public relations -- Part Five : Personal communications: 16. The nature and role of personal selling - 17. Planning and managing personal communication -- Part Six: End piece: 18. Research in and evaluation of marketing communications - 19. Interactivity in marketing communications - 20. Key international marketing communications issues - Index.
Item type Current location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU
658.802 COP (Browse shelf) 1 Available SOMAC,37003,03,GR 5000032291

Includes bibliographical references and index

Part One: Marketing communications in context: 1. The integrated marketing communications mix and its environment - 2. Theoretical underpinnings of marketing communication - 3. Behaviour and relationships - 4. Managing the communications mix -- Part Two: Advertising as Art of persuasion, strategic thinking and managed discipline: 5. Advertising theory, branding and practice - 6. Creative strategy and the role of semiotics - 7. Media characteristics, planning and spend issues - 8. Advertising management -- Part Three: Sales promotion and direct marketing: 9. The nature and role of sales promotions - 10. Direct marketing - 11. Planning and managing promotions -- Part Four: Public relations issues: 12. The nature and role of public relations - 13. Corporate communications - 14. Sponsorship - 15. Planning and managing public relations -- Part Five : Personal communications: 16. The nature and role of personal selling - 17. Planning and managing personal communication -- Part Six: End piece: 18. Research in and evaluation of marketing communications - 19. Interactivity in marketing communications - 20. Key international marketing communications issues - Index.