Marketing Communications 英文原版

营销传播融合了广泛的理论和应用的启发性例子，以提供一个完整的介绍这一热门课题。凭借多年的行业和学术经验，John Egan提供了一种全新的方法，并提供了许多行业实例。涵盖了现代营销传播的各个方面，包括传播学理论、广告学、促销学、策划学、研究学等？还有？公共关系？到很少涉及的话题，如？内部营销？，？道德营销？以及监管环境？。最后一章？营销传播的变化？为将来的发展奠定了基础，而详细的进一步阅读和参考文

569.88 九五品

仅1件

北京大兴

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作者Egan, John

出版社Thomson Learning

出版时间2007-04

装帧平装

货号*2-3

上书时间2021-05-26

燚龍書局

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商品描述: Marketing Communications blends inspired examples with wide-ranging theories and applications to provide a complete introduction to this popular subject. Drawing on years of experience in both industry and academia, John Egan provides a fresh approach backed with numerous industry examples. All aspects of modern Marketing Communications are covered, including ?Communications Theory?, ?Advertising?, ?Sales Promotion?, ?Planning?, ?Research? and ?Public Relations? through to rarely covered topics such as ?Internal Marketing?, ?Ethical Marketing? and the ?Regulatory Environment?. The concluding chapter on ?The Changing Face of Marketing Communications? sets the scene for future developments while detailed further reading and references provide pathways for advanced study. Mini Case Studies in every chapter mix theory with practice while longer end-of-chapter Case Studies with questions summarise student learning within a real-world context. European examples and rich pedagogical features, including learning objectives, review questions and large colour illustrations, ensure students will relate seamlessly with the ideas presented. This dynamic text is ideal for all students studying Marketing Communications, particularly those on undergraduate, postgraduate and Professional Diploma courses.

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Marketing Communications 英文原版

燚龍書局

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