000			03109cam a22003858i 4500
999			_c2359 _d2359
001			21487117
003			KWUST
005			20230706164936.0
008			200401s2021 enk b 001 0 eng
010			_a 2020015247
020			_a9781138331822 _q(hardback)
020			_a9780429447044 _q(paperback)
020			_z9781003089292 _q(ebook)
040			_aDLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHF5415.123.E24 2021
082	0	0	_a658.8/02 _223
100	1		_aEagle, Lynne, _eauthor.
245	1	0	_aMarketing communications / _cLynne Eagle, Barbara Czarnecka, Stephan Dahl and Jenny Lloyd.
250			_aSecond edition.
263			_a2011
264		1	_aAbingdon, Oxon ; _aNew York, NY : _bRoutledge, _c2021.
300			_axvi, 401 p.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
520			_a"Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications. Marketing Communications applies a uniquely practical approach to the topic, providing a structured overview of planning, development, implementation and evaluation of marketing communications, alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated, the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms, changing media consumption patterns and consumers' strategies to cope with information overload. It also reflects upon consumer skepticism, a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors, such as social marketing and political marketing, as well as the cross-cultural aspect of marketing communications. This textbook is essential reading for both students and professionals in marketing, communications and public relations. Online resources include an extensive instructors' guide, which provides answer checklists to all Thinkboxes, Ethical Issues and End-of-chapter Cases within the book. The text is also supported by PowerPoint slides and test bank for all chapters and major cases"-- _cProvided by publisher.
650		0	_aCommunication in marketing.
650		0	_aAdvertising.
776	0	8	_iOnline version: _aEagle, Lynne, _tMarketing communications _bSecond edition. _dNew York : Routledge, 2020. _z9781003089292 _w(DLC) 2020015248
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK