03007nam#a2200409 4500 000728347 VST 20251213202941.0 20230601155629.0 m o d cr#un# uucau 180222s2018 xxk o 00 0 eng d NEZPRACOVANÝ IMPORT 9781526452160 (ebook) VST eng VST VST BUS043000 bisacsh KJS bicssc Rossiter, John R author Marketing Communications : Objectives, Strategy, Tactics/ John R Rossiter, Larry Percy, Lars Bergkvist. First edition London : SAGE Publications, Ltd. (UK), 2018. 1 online resource text txt rdacontent computer c rdamedia online resource cr rdacarrier Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan.   The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics.    Key features include: An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications. A managerial perspective, helping students to become a marketing manager and study as though they are in the role. Coverage of key new marketing communications topics such as branding and social media.  In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota.   The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels. elektronické knihy fd186907 czenas electronic books eczenas Business & Economics/Marketing/General Percy, Larry author Bergkvist, Lars author https://zdroje.vse.cz/login?url=https://resolver.vitalsource.com/9781526452160 Plný text SAGE EB NEPOSILAT EB