Marketing communication : an integrated approach
by
 
Koekemoer, Ludi.

Title
: 
Marketing communication : an integrated approach

Author
: 
Koekemoer, Ludi.

ISBN
: 
9781485102175

Publication Information
: 
South Africa : Juta, c2014.

Physical Description
: 
xiii, 514 p. : ill. ; 25 cm.

Contents
: 
Integrated marketing communication: past, present and future -- Factors influencing marketing communication decisions -- Marketing communication planning and campaign tactics -- Persuasive communication -- Advertising -- Advertising creativity -- Advertising media and media planning -- Personal selling -- Shopper marketing -- Direct response and database marketing -- Public relations and word-of-mouth management -- Sponsorship and event marketing -- Alternative communication channels -- Digital media marketing -- Evaluating the effectiveness of the IMC tools.

Subject Term
: 
Communication in marketing.
 
Marketing.

Added Author
: 
Koekemoer, Ludi.


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