Marketing Communication Policies
- Author
- Rainer Busch, Margarete Seidenspinner, Fritz Unger
- Publication Year
- 2007
- Publisher
- Springer
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
- Download Book Read book
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.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.
Keywords: Business and Economics / Communications Management / International Marketing / International Marketing Communications / Marketing / Marketing Communications / Media Planning / Communication
