Marketing Communications
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64
978-87-403-0674-3
Books at bookboon.com
2014
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loginMarketing communications defined; Nature of information; Consumer information processing model; Basic model of communication process; Framework for analyzing marketing communication process; Language and conception – as elements of communication Sign and Symbol – component of communication; Language and marketing communications; Hierarchy of communications effects; Marketing communications mix; Dyadic communication; Mass communication; Word-of-mouth communication; Group communications; Group communication and marketing strategy; The role of Public Relations in marketing communications; Functions of Public Relations in marketing; Integrated Marketing Communications (IMC).
