Marketing communication : principles and practice

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<rdf:Description>
<dc:creator>Varey, Richard J.</dc:creator>
<dc:date>2002</dc:date>
<dc:description xml:lang="es">An introduction to marketing communication -- A communication concept for communicating -- Consumer behaviour and communication -- Marketing communication ideology -- Managing with stakeholders in mind -- Intercultural communication -- The marketing mix as social communicator -- The brand communicator -- Selecting media for communicating -- Identity, image, and reputation -- Internal marketing communication -- Relationship marketing -- Integrated marketing communication -- Advertising as communicating -- Communication strategies and objectives -- Planning, evaluating, and controlling the marketing communication system and programme -- Professionalism -- Contemporary marketing communication, corporate communication, and... the future?</dc:description>
<dc:identifier>https://documentacion.fundacionmapfre.org/documentacion/publico/es/bib/23186.do</dc:identifier>
<dc:language>eng</dc:language>
<dc:publisher>Routledge</dc:publisher>
<dc:rights xml:lang="es">InC - http://rightsstatements.org/vocab/InC/1.0/</dc:rights>
<dc:subject xml:lang="es">Empresas</dc:subject>
<dc:subject xml:lang="es">Marketing de comunicaciones</dc:subject>
<dc:subject xml:lang="es">Marketing mix</dc:subject>
<dc:subject xml:lang="es">Estrategia empresarial</dc:subject>
<dc:type xml:lang="es">Books</dc:type>
<dc:title xml:lang="es">Marketing communication : principles and practice</dc:title>
<dc:format xml:lang="es">XXV, 389 p. ; 25 cm</dc:format>
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