Strategic marketing communications. New Ways to Build and Integrate Communications, Disk included (Broché)

Alan Pulford, Paul Smith, Chris Berry

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  • Kogan Page

  • Paru le : 17/06/2000
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35,06 €
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Imagine this... You have a marketing strategy, an advertising strategy, and, if you're organised, a sales promotion strategy, a direct mail strategy and an exhibitions strategy... but you have no overall communication strategy which drives all of these communications tools in the same direction. Strategic Marketing Communications tackles this problem as an issue of growing importance for all marketing professionals. Not just an ordinary book... This is not just an ordinary textbook: it is an interactive learning toot packed with practical examples, short cases, model documents and checklists to help you build communications plans and strategies simply and easily. The planning system, SOSTAC, brings it all together by showing you how to write the perfect plan within minutes. All in all, if you are faced with the task of creating a communications strategy, it will enable you to develop new ways of achieving competitive advantage. After reading this book you will know... • how to generate marketing communications strategies; • how to integrate all of the communications tools; • how to write better marketing communications plans; • how to exploit the Internet opportunity; • much more about communications and how they can work more effectively. This book is the latest in the series of books, CDs and audiotapes on marketing and marketing communications from Smith, Berry and Pulford. In addition to this book on integrated communications strategy, you will need to read about aft the individual communications tools in Paul Smith's best-selling Marketing Communications - An Integrated Approach, now in its second edition. This revised edition comes complete with an attached planning disk, giving you a template for writing marketing communications strategies and a full marketing communications plan.
    • The Nature of Marketing Communication
    • The Theory of the Communications Process
    • The Communications Process and the Marketing Mix
    • The Nature of Strategy
    • Marketing Communications Strategy
    • Planning: The Corporate, Marketing and Communications Hierarchy
    • Planning: Writing Marketing Communications Plans using SOSTAC
    • Planning: Case Studies of SOSTAC in Use
    • Planning How to Integrate Marketing Communications
    • Strategic Issues: The Internet
    • Strategic Issues: Branding
    • Strategic Issues: Global Implications for Communications.
  • Date de parution : 17/06/2000
  • Editeur : Kogan Page
  • ISBN : 0-7494-2918-6
  • EAN : 9780749429188
  • Présentation : Broché
  • Nb. de pages : 300 pages
  • Poids : 0.525 Kg
  • Dimensions : 15,3 cm × 23,2 cm × 1,9 cm
Paul Smith is managing director of the Multimedia Marketing Consortium. He is a best-selling business author, runs seminars in both Europe and the USA, produces films on PR and has worked in both consumer and industrial markets. Chris Berry lectures at London Guildhall University, is 'virtual professor' on all the Multimedia Marketing Consortium's 10 CD ROMS, produces audiotapes on marketing, and has an industrial marketing background. Alan Pulford is the marketing director of the Multimedia Marketing Consortium, is visiting lecturer at Manchester Metropolitan University, Senior Academic Adviser to the Chartered Institute of Marketing, and has a background in both consumer and industrial marketing.

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