This book explores fundamental aspects of Marketing Communications. It first presents foundational information by detailing the generic issues of Marketing Communications and presenting an overview of the information behavior of targeted customer groups. Coverage then details more specific areas such as situational analysis and the development of communications strategies in media planning and the appropriate choice of communication tools. In addition, the book investigates the principles of cooperation with communication agents and selected areas of International Marketing Communications. Also included are comprehensive illustrations, cases, questions for discussion, and case solutions to help the reader more easily grasp the subject.

Fundamental aspects of Marketing Communications explored With comprehensive illustrations, cases, questions for discussion, and case solutions Includes supplementary material: sn.pub/extras

Inhalt
An overview.- The fundamental aspects of marketing communications.- The fundamental aspects of communications science.- Information behaviour and socialisation.- Analysing the communication situation.- The goals of communication policies.- Communication strategies.- Media planning in marketing communications.- Designing market communications.- Collaborating with agencies.- Specific issues in international marketing communications.