2 Teilbände
Description
»Handbook of Communication Management in Marketing«: The »Handbook of Communication Management in Marketing« presents all relevant facets of this topic in an up-to-date manner on around 1,100 pages. It is based on the work »Communication Management«, which was first published in 1994, and offers a successful combination of a systematic-analytical foundation and a pronounced application orientation. It provides students of business administration as well as specialists and managers in the business world with well-founded expert knowledge, whether they are newcomers or career changers.
Overview
Teilband I
Grundlagen der Marketingkommunikation – Steuerung der Marketingkommunikation – Planung der Marketingkommunikation – Eckpfeiler der Konzeptentwicklung – Medien der Klassischen Werbung
Teilband II
Internet-Kommunikation – Nicht-klassische Basisinstrumente – Nicht-klassische Zusatzinstrumente – Implementierung der Kommunikationspolitik – Elemente der Identitätspolitik – Controlling der Marketingkommunikation – Organisation der Marketingkommunikation
Stichwortverzeichnis