Summary
Contents
Subject index
The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.
Marketing Communication Theories
Marketing Communication Theories
Marketing communication is, not surprisingly, the most visible part of marketing, and is therefore often assumed to be the whole of marketing by non-marketers. For many students, it is also often the most interesting: it overlaps a great deal with consumer behaviour, because it impacts on the information-processing activities of people and it has an input at every stage of the decision process. Therefore it goes to the customer perception running theme. A large amount of marketing communications is aimed at reminding people about a need, or helping them to recognise a problem: an even greater amount is aimed at informing and persuading people so that the brand is included in the evoked set and (with luck) in the consideration ...
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