Marketing CommunicationsLudi Koekemoer 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. |
Contents
Chapter | 1 |
1 | 11 |
5 | 21 |
127 | 29 |
13 | 41 |
Chapter 3 | 65 |
4 | 81 |
Chapter 4 | 98 |
Chapter 9 | 264 |
PRINCIPLES OF COMMUNICATION | 267 |
SALES PROMOTION IN PRACTICE | 297 |
Chapter 11 | 326 |
Chapter 12 | 360 |
Chapter 13 | 397 |
Chapter 14 | 420 |
Chapter 15 | 455 |
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Common terms and phrases
achieve action activities advantages advertising agency allows appeal approach awareness become benefits brand budget build buying campaign cent client close competitive concept consider consumers cost coupons create creative customers decision designed direct marketing Discussing effective elements ensure establish evaluation event example factors Figure function give groups idea identify important increase individual interest internal involved issues major marketing communication means measure medium method needs objectives offer organisation particular positive presentation problem programme prospect public relations purchase questions radio reach reason referred relationship relevant response retailers role sales promotion salesperson selection selling Source specific sponsor sponsorship stage step strategy successful target audience target market task tion trade understand usually