Marketing Communication Policies

• Main Authors: Busch, Rainer (Author), Seidenspinner, Margarete (Author), Unger, Fritz (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg, 2007.
• Subjects: Business.; Marketing.; Internet marketing.; Business and Management.; Online Marketing/Social Media.

By summing up the authors’ lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who t...

Table of Contents:

• An overview
• The fundamental aspects of marketing communications
• The fundamental aspects of communications science
• Information behaviour and socialisation
• Analysing the communication situation
• The goals of communication policies
• Communication strategies
• Media planning in marketing communications
• Designing market communications
• Collaborating with agencies
• Specific issues in international marketing communications.