03870cam a2200589 i 4500 000695852 FlBoTFG 20221218182426.0 20201119011316.0 m o d cr ||||||||||| 200401t20212021enka ob 001 0 eng NEZPRACOVANÝ IMPORT 9781003089292 electronic book 1003089291 electronic book 9781000176582 electronic book Mobipocket 9781000176650 electronic book EPUB 1000176657 electronic book EPUB 9781000176513 electronic book electronic book 1000176517 electronic book electronic book 9781138331822 hardcover 9780429447044 paperback (OCoLC)1149246969 (OCoLC-P)1149246969 HF5415.123 .E24 2021 BUS 000000 bisacsh BUS 007000 bisacsh BUS 043000 bisacsh KJSA bicssc 658.8/02 23 Eagle, Lynne, author. Marketing communications / Lynne Eagle, Barbara Czarnecka, Stephan Dahl and Jenny Lloyd. Second edition. Abingdon, Oxon ; New York, NY : Routledge, 2021. ©2021 1 online resource (xvi, 401 pages) : illustrations text txt rdacontent computer n rdamedia online resource nc rdacarrier "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"-- Provided by publisher. OCLC-licensed vendor bibliographic record. Communication in marketing. Advertising. BUSINESS & ECONOMICS / General bisacsh BUSINESS & ECONOMICS / Business Communication / General bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh Taylor & Francis https://zdroje.vse.cz/login?url=https://www.taylorfrancis.com/books/9781003089292 Plný text TF EB NEPOSILAT EB