Foundations of Marketing Communications

Foundations of Marketing Communications

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The book is intended as a foundations/essentials text for students who wish to develop knowledge and skills in the tools and techniques of marketing communications. Although the text is introductory, it is based on sound theoretical foundations and academic research, and it will also have a strong practical focus: Each chapter will provide a conceptual framework, relevant theory, a list of key references, including state-of-the-art academic and professional books and articles, as well as many practical examples and case vignettes and one large case. While examples and research results from all over the world will be used, the book will have a clear European perspective. The book aims at giving an overview of all the instruments of the marketing communications mix, as well as an integrated view on the stages in the marketing communications plan.Mobile marketing or wireless advertising consists of all the activities undertaken to communicate with customers through the use of mobile devices to promote products and services by providing information or offers. ... Lead generation using mobile marketing: Mercedes-Benz used rich media e-mails and SMS text messaging to attract qualified prospects to test-drive the new Mercedes Benz C car.

Title:Foundations of Marketing Communications
Author:Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh
Publisher:Pearson Education - 2005


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