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By summing up the authors' lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. At the same time, the sound grounding provided by this work is suitable for students pursuing Post-graduate Diploma or Master programmes in technological, scientific or IT-related areas. The book gives an introduction to the generic issues of Marketing Communications as well as an overview of the information behaviour of targeted customer groups. The foundation laid in the initial chapters is followed up by more specific areas such as situational analysis and the development of communications strategies.
Inhaltsverzeichnis
An overview.- The fundamental aspects of marketing communications.- The fundamental aspects of communications science.- Information behaviour and socialisation.- Analysing the communication situation.- The goals of communication policies.- Communication strategies.- Media planning in marketing communications.- Designing market communications.- Collaborating with agencies.- Specific issues in international marketing communications.
Über den Autor / die Autorin
Prof. Dr. Rainer Busch lehrt Allgemeine Betriebswirtschaftslehre und Internationales Marketing an der Fachhochschule Ludwigshafen.
Professor Dr. Fritz Unger lehrt Betriebswirtschaftslehre und Marketing im berufsintegrierenden Studiengang (BIS) an der Fachhochschule Ludwigshafen am Rhein.
Zusammenfassung
This book explores fundamental aspects of Marketing Communications. It first presents foundational information by detailing the generic issues of Marketing Communications and presenting an overview of the information behavior of targeted customer groups. Coverage then details more specific areas such as situational analysis and the development of communications strategies in media planning and the appropriate choice of communication tools. In addition, the book investigates the principles of cooperation with communication agents and selected areas of International Marketing Communications. Also included are comprehensive illustrations, cases, questions for discussion, and case solutions to help the reader more easily grasp the subject.
