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書名: Marketing Communications
作者: Rossiter
ISBN: 9781526438652
出版社: Sage Publication
出版日期: 2019/02
書籍開數、尺寸: 24.4x19.1x3.3
頁數: 584
#大眾傳播
#商業與管理
#行銷
定價: 1260元
售價: 1184元
庫存: 已售完
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Marketing Communications

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書名：Marketing Communications: Objectives, Strategy, Tactics 作者：John R Rossiter, Larry Percy, Lars Bergkvist 出版社：SAGE 出版日期：2018/00/00 ISBN：9781526438652 目錄 Part I: Marcoms and Branding Chapter 1: Marketing Communications and Campaign Planning Chapter 2: Branding and Brand Positioning Part II: Marcoms Campaign Objectives Chapter 3: Campaign Target Audience Selection and Action Objectives Chapter 4: Campaign Communication Objectives Part III: Creative Strategy Chapter 5: Key Benefit Claim and The Creative Idea Chapter 6: Brand Awareness and Brand Attitude (Grid) Tactics Chapter 7: Attention Tactics and Pretesting Part IV: Sales Promotion Strategy Chapter 8: Manufacturer and Retailer Promotions Part V: Media Strategy Chapter 9: Media-Type Selection and the Reach Pattern Chapter 10: Effective Frequency and Strategic Scheduling Rules Part VI: Campaign Management Chapter 11: Setting the Campaign Budget Chapter 12: Campaign Tracking Part VII: Other Marcoms Chapter 13: Corporate Image Advertising, Sponsorships, and PR Chapter 14: Personal Selling and Customer Database Marketing Chapter 15: Social Marketing and Ethics

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