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.... University School of Management; http://www. marketing.unsw.edu. au/ PDFFiles/Simon-Knox-presentation.pdf; Tesco Plays its ClubCard Righta#39; ... References. 1 Hoekstra, J.C. (2002), Direct Marketing: Van Respons tot Relatie ( Direct Marketing: From Response to Relationship). ... 10 Reinartz, W. and Kumar, V. (2002), a#39;The Mismanagement of Customer Loyaltya#39;, Harvard Business Review, (July), 86-94.
|Title||:||Foundations of Marketing Communications|
|Author||:||Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh|
|Publisher||:||Pearson Education - 2005|