000			04389cam a22004338i 4500
001			21487117
003			CSPC
005			20250904151253.0
008			200401s2021 enk b 001 0 eng
010			_a 2020015247
020			_a9780429447044 _q(paperback)
035			_a21487117
040			_aDLC _beng _erda _cDLC _dCSPC
042			_apcc
050	0	0	_aHF5415.123 _b.E24 2021
082	0	0	_a658.802 _bEa33m _223
100	1		_aEagle, Lynne, _eauthor.
245	1	0	_aMarketing communications / _cLynne Eagle, [and 3 others].
250			_aSecond edition.
263			_a2011
264		1	_aAbingdon, Oxon ; _aNew York, NY : _bRoutledge, _c2021.
300			_axviii, 401 pages : _billustrations ; _c24 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aMarketing communications as a strategic marketing tool -- Introducing communication -- Ethical issues and current challenges -- Analyzing the integrated marketing communications environment -- Creativity and creativity tactics -- The IMC client-agency relationship -- IMC and branding -- Traditional media -- Electronic, new and social media -- Emerging, hybrid media and experiential marketing -- Integrated campaign development: advertising -- Integrated campaign development: sales promotion -- Integrated campaign development: direct and database marketing, outdoor and point of purchase -- Integrated campaign development: marketing PR and sponsorship -- Integrated campaign development: personal selling and sales management, retail key account liaison, exhibitions and shows -- Marketing communication for not-for-profit audiences: social marketing and political marketing -- Marketing communication in a global marketplace -- Evaluation and control: evidence of effectiveness and the challenge of measuring return on investment.
520			_a"Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications. Marketing Communications applies a uniquely practical approach to the topic, providing a structured overview of planning, development, implementation and evaluation of marketing communications, alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated, the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms, changing media consumption patterns and consumers' strategies to cope with information overload. It also reflects upon consumer skepticism, a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors, such as social marketing and political marketing, as well as the cross-cultural aspect of marketing communications. This textbook is essential reading for both students and professionals in marketing, communications and public relations. Online resources include an extensive instructors' guide, which provides answer checklists to all Thinkboxes, Ethical Issues and End-of-chapter Cases within the book. The text is also supported by PowerPoint slides and test bank for all chapters and major cases"-- _cProvided by publisher.
650		0	_aCommunication in marketing.
650		0	_aAdvertising.
700	1		_aCzarnecka, Barbara, _eauthor.
700	1		_aDahl, Stephan, _eauthor.
700	1		_aLloyd, Jenny, _eauthor.
776	0	8	_iOnline version: _aEagle, Lynne, _tMarketing communications _bSecond edition. _dNew York : Routledge, 2020. _z9781003089292 _w(DLC) 2020015248
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK _e23 _h658.802 _iEa33m _kGRD _m2021 _n0
999			_c26459 _d26459