Marketing Communication Policies

  • Rainer Busch
  • Margarete Seidenspinner
  • Fritz Unger

About this book

Introduction

By summing up the authors’ lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines.

At the same time, the sound grounding provided by this work is suitable for students pursuing Post-graduate Diploma or Master programmes in technological, scientific or IT-related areas. The book gives an introduction to the generic issues of Marketing Communications as well as an overview of the information behaviour of targeted customer groups. The foundation laid in the initial chapters is followed up by more specific areas such as situational analysis and the development of communications strategies.

Subsequently, the students are introduced to the implementation of communication strategies in media planning and the appropriate choice of communication tools. By way of conclusion, the authors investigate the principles of cooperation with communication agents and selected areas of International Marketing Communications.

Keywords

Communications Management International Marketing International Marketing Communications Marketing Marketing Communications Media Planning communication

Authors and affiliations

  • Rainer Busch
    • 1
  • Margarete Seidenspinner
    • 2
  • Fritz Unger
    • 3
  1. 1.East Asia InstituteLudwigshafen University of Applied SciencesLudwigshafenGermany
  2. 2.Faculty of Economics 2 (W2)Heilbronn UniversityHeilbronnGermany
  3. 3.Department of Management Science II ( BWII )Ludwigshafen University of Applied SciencesLudwigshafenGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-540-37323-0
  • Copyright Information Springer-Verlag Berlin Heidelberg 2007
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-540-37322-3
  • Online ISBN 978-3-540-37323-0
  • About this book