Marketing communications
Marketing communications
Book Description
The textbook deals with the most important theoretical and practical issues of marketing communications, reveals the content of their main elements: advertising, sales promotion, personal sales and public relations. For the first time in the Russian literature, the difference between marketing communications and the management of the promotion of goods and services is shown. The experience of the company's communication policy is considered, practical recommendations on the use of communicative elements in the activities of companies are given. The publication is intended for teachers, students studying marketing as part of a bachelor's degree, students of the advanced training system, and is also of interest to managers and specialists engaged in the development and practical application of marketing communications. 3rd edition, revised and expanded.
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