Cambridge Marketing Handbook: Marketing Communications

Editor/Author Bax, Steve and Woodhouse, Paul
Publication Year: 2014
Publisher: Kogan Page

Single-User Purchase Price: $49.95
Unlimited-User Purchase Price: Not Available
ISBN: 978-0-74-947062-3
Category: Business, Finance & Economics - Marketing
Image Count: 32
Book Status: Available
Table of Contents

The Cambridge Marketing Handbook: Marketing Communications looks at the contemporary integrated communications mix in light of the changes in digital marketing and aims to give an overview of the current tools that marketers need to have under their belts.

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Table of Contents

  • About the Authors
  • Word cloud
  • Infographic
  • Acknowledgements
  • Introduction
  • Part 1: Marketing Communications
  • Chapter 1: The Purpose of Marketing Communications
  • Chapter 2: Promotional Tools and Media
  • Chapter 3: Building and Supporting Brands
  • Chapter 4: Marketing Communications Planning
  • Chapter 5: Developing a Brand Strategy
  • Chapter 6: Evaluation
  • Part 2: Buyer Behaviour
  • Chapter 7: Buyer Behaviour
  • Chapter 8: Influences and Learning
  • Chapter 9: Communication and Learning Models
  • References