Marketing Communications

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Ludi Koekemoer
Juta and Company Ltd, 2004 - Business & Economics - 578 pages
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Six marketing communication tools—advertising, personal selling, sales promotion, direct marketing, public relations, and sponsorship—are reviewed in this text for South African learners and practitioners. This fully updated edition focuses on recent developments in marketing communications, highlighting the use of the World Wide Web, e-mail, and instant messaging in marketing. The user friendly and interactive presentation for self-assessment makes this an outcome-based learning tool.
  

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Contents

Chapter
1
Chapter 2
31
Chapter 3
65
Chapter 4
98
Chapter 5
134
Chapter 6
185
Chapter 7
220
Chapter 8
244
Chapter 11
326
Chapter 12
360
Chapter 13
397
Chapter 14
420
Chapter 15
455
Chapter 16
479
EVALUATING THE MARKETING COMMUNICATIONS EFFORTS
485
Chapter 17
515

Chapter 9
264
Chapter 10
292

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About the author (2004)

Ludi Koekemoer is the author of Promotional Strategy. He is the managing director and principal of the AAA school of advertising, a marketing SGB member, and a member of the American Advertising Academy.

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