Modern Marketing Communications
Marketing communications is a subject which has become popular in both marketing and public relations circles, but sometimes with different parameters. There are those who prefer to confine marketing communications to promotional activities, which is mostly an academic point of view, and there are t...
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Dordrecht
Springer Netherlands
1990
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| Ausgabe: | 1st ed. 1990 |
| Schlagworte: | |
| Online-Zugang: | BTU01 URL des Erstveröffentlichers |
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| 245 | 1 | 0 | |a Modern Marketing Communications |c by Frank Jefkins |
| 250 | |a 1st ed. 1990 | ||
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| 520 | |a Marketing communications is a subject which has become popular in both marketing and public relations circles, but sometimes with different parameters. There are those who prefer to confine marketing communications to promotional activities, which is mostly an academic point of view, and there are those who see the subject in broader terms, embracing every form of communication used in marketing, which is how the subject is practised in the business world. While the author has long experience as a teacher and examiner, he also continues to be a professional practitioner. Consequently, the book aims to serve those concerned with both the academic and the professional in terpreta tions of marketing comm unica tions. I t is of course hoped that those who adopt the academic approach to the subject will eventually acknowledge that there is more to marketing communi cations than advertising, sales promotion, selling, marketing research and public relations. It is also necessary to realise that public relations embraces much more than the 'publicity' in the 4Ps promotion box. Without wishing to be contentious, this broad approach is proposed so that communications of all kinds throughout the marketing strategy can have maximum effect. Very little has been published on this subject, and the book is therefore a pioneer attempt to establish the practical parameters of modern marketing communications. There are so many broad and narrow interpretations of marketing communications, but it is hoped that this book will be useful to teachers, students and practitioners of the subject | ||
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Datensatz im Suchindex
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| author | Jefkins, Frank |
| author_facet | Jefkins, Frank |
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| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| doi_str_mv | 10.1007/978-94-011-6868-7 |
| edition | 1st ed. 1990 |
| format | Electronic eBook |
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| id | DE-604.BV046872344 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:15:37Z |
| indexdate | 2024-07-10T08:56:09Z |
| institution | BVB |
| isbn | 9789401168687 |
| language | English |
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| physical | 1 Online-Ressource (VIII, 240 p) |
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| publishDate | 1990 |
| publishDateSearch | 1990 |
| publishDateSort | 1990 |
| publisher | Springer Netherlands |
| record_format | marc |
| spelling | Jefkins, Frank Verfasser aut Modern Marketing Communications by Frank Jefkins 1st ed. 1990 Dordrecht Springer Netherlands 1990 1 Online-Ressource (VIII, 240 p) txt rdacontent c rdamedia cr rdacarrier Marketing communications is a subject which has become popular in both marketing and public relations circles, but sometimes with different parameters. There are those who prefer to confine marketing communications to promotional activities, which is mostly an academic point of view, and there are those who see the subject in broader terms, embracing every form of communication used in marketing, which is how the subject is practised in the business world. While the author has long experience as a teacher and examiner, he also continues to be a professional practitioner. Consequently, the book aims to serve those concerned with both the academic and the professional in terpreta tions of marketing comm unica tions. I t is of course hoped that those who adopt the academic approach to the subject will eventually acknowledge that there is more to marketing communi cations than advertising, sales promotion, selling, marketing research and public relations. It is also necessary to realise that public relations embraces much more than the 'publicity' in the 4Ps promotion box. Without wishing to be contentious, this broad approach is proposed so that communications of all kinds throughout the marketing strategy can have maximum effect. Very little has been published on this subject, and the book is therefore a pioneer attempt to establish the practical parameters of modern marketing communications. There are so many broad and narrow interpretations of marketing communications, but it is hoped that this book will be useful to teachers, students and practitioners of the subject Marketing Science, Humanities and Social Sciences, multidisciplinary Marketing (DE-588)4037589-4 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf Marketing (DE-588)4037589-4 s Kommunikation (DE-588)4031883-7 s DE-604 Erscheint auch als Druck-Ausgabe 9780216926943 Erscheint auch als Druck-Ausgabe 9789401168694 https://doi.org/10.1007/978-94-011-6868-7 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Jefkins, Frank Modern Marketing Communications Marketing Science, Humanities and Social Sciences, multidisciplinary Marketing (DE-588)4037589-4 gnd Kommunikation (DE-588)4031883-7 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4031883-7 |
| title | Modern Marketing Communications |
| title_auth | Modern Marketing Communications |
| title_exact_search | Modern Marketing Communications |
| title_exact_search_txtP | Modern Marketing Communications |
| title_full | Modern Marketing Communications by Frank Jefkins |
| title_fullStr | Modern Marketing Communications by Frank Jefkins |
| title_full_unstemmed | Modern Marketing Communications by Frank Jefkins |
| title_short | Modern Marketing Communications |
| title_sort | modern marketing communications |
| topic | Marketing Science, Humanities and Social Sciences, multidisciplinary Marketing (DE-588)4037589-4 gnd Kommunikation (DE-588)4031883-7 gnd |
| topic_facet | Marketing Science, Humanities and Social Sciences, multidisciplinary Kommunikation |
| url | https://doi.org/10.1007/978-94-011-6868-7 |
| work_keys_str_mv | AT jefkinsfrank modernmarketingcommunications |