Marketing Communication Policies [electronic resource] / by Rainer Busch, Margarete Seidenspinner, Fritz Unger.

By: Busch, Rainer [author.]Contributor(s): Seidenspinner, Margarete [author.] | Unger, Fritz [author.] | SpringerLink (Online service)Material type: TextTextPublisher: Berlin, Heidelberg : Springer Berlin Heidelberg, 2007Description: XI, 260 p. online resourceContent type: text Media type: computer Carrier type: online resourceISBN: 9783540373230Subject(s): Business | Marketing | Internet marketing | Business and Management | Online Marketing/Social Media | MarketingAdditional physical formats: Printed edition:: No titleDDC classification: 658.872 LOC classification: HF5415.1265Online resources: Click here to access online
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.
In: Springer eBooksSummary: 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 take an interest in the international aspects of these disciplines. At the same time, the sound grounding provided by this work is suitable for students pursuing Post-graduate Diploma or Master programmes in technological, scientific or IT-related areas. The book gives an introduction to the generic issues of Marketing Communications as well as an overview of the information behaviour of targeted customer groups. The foundation laid in the initial chapters is followed up by more specific areas such as situational analysis and the development of communications strategies. Subsequently, the students are introduced to the implementation of communication strategies in media planning and the appropriate choice of communication tools. By way of conclusion, the authors investigate the principles of cooperation with communication agents and selected areas of International Marketing Communications.
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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.

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 take an interest in the international aspects of these disciplines. At the same time, the sound grounding provided by this work is suitable for students pursuing Post-graduate Diploma or Master programmes in technological, scientific or IT-related areas. The book gives an introduction to the generic issues of Marketing Communications as well as an overview of the information behaviour of targeted customer groups. The foundation laid in the initial chapters is followed up by more specific areas such as situational analysis and the development of communications strategies. Subsequently, the students are introduced to the implementation of communication strategies in media planning and the appropriate choice of communication tools. By way of conclusion, the authors investigate the principles of cooperation with communication agents and selected areas of International Marketing Communications.

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