Chapter 1, 2, 3, 4, 5, 7, 10, 11 and overview of advantages/disadvantages of media types discussed i
February 23, 2017
39
2016/2017
Summary
Subjects
marketing communications
6th edition
2016
summary
pr smith ze zook
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TiasNimbas Business School (TIAS)
MScBA
Marketing communications
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Summary Marketing Communications
Chapter 1 New Marketing Communications ..................................................................................................2
Chapter 11 The Changing Marketing Communications Environment ............................................................5
Chapter 3 Customer Relationship Management ............................................................................................7
Chapter 4 Buyer Behavior.............................................................................................................................12
Chapter 5 Communications Theory ..............................................................................................................18
Chapter 2 Branding .......................................................................................................................................23
Chapter 7 Media Buying and Planning .........................................................................................................28
Chapter 10 The Marketing Communications Plan ........................................................................................32
Advantages and disadvantages of key elements of the Marketing Mix ....................................................36
Selling, Social Selling, Sales Management and Key Account Management ..............................................36
Advertising ................................................................................................................................................36
Publicity and Public Relations ...................................................................................................................36
Sponsorship ..............................................................................................................................................37
Sales Promotions, Gaming and Content Marketing .................................................................................37
Direct mail.................................................................................................................................................38
Exhibitions, Conferences and Events ........................................................................................................38
Owned Media – Websites and Social Media ............................................................................................39
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