Successful Marketing Communications A Practical Guide to Planning and Implementation 1st Edition by Cathy Ace 9781429483797 1429483792

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Product details:

ISBN 10: 1429483792

ISBN 13: 9781429483797

Author: Cathy Ace

‘Successful Marketing Communications’ is a comprehensive, introductory text that takes a very practical approach to the subject of marketing communications. The text clearly covers all of the marketing communications content from certificate to advanced level and is ideal for students who need to gain a practical insight into promotional planning and implementation.

Written in plain English and with great web references throughout, the text offers truly practical insights into how to successfully find, brief and manage marketing communications service providers.

The book is backed up by a companion website containing the most up-to-date resources and examples.

Table of contents:

Chapter 1: The Marketing Context
Chapter 2: Planning Your Marketing Communications
Chapter 3: Above the Line Communication Methods
Chapter 4: Below the Line Communication Methods
Chapter 5: Public Relations – More Than Just a Goodwill Exercise
Chapter 6: Managing Implementation
Chapter 7: Building the Relationship Over Time
Chapter 8: Communication Planning and Implementation in the Real World – Case Studies That Will Challenge Your Ability to Really “Do It”!

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Tags: Cathy Ace, Successful, Marketing, Communications