紀錄類型: |
書目-電子資源
: Monograph/item
|
正題名/作者: |
Innovative marketing communications/ Guy Masterman, Emma H. Wood. |
其他題名: |
strategies for the events industry / |
作者: |
Masterman, Guy.{me_controlnum} |
其他作者: |
Wood, Emma H. |
出版者: |
Oxford ;Elsevier/Butterworth-Heinemann, : 2006., |
面頁冊數: |
1 online resource (xxi, 322 p.) :ill. |
內容註: |
Tables. Figures. Case Studies. Introduction. Section One: Integrated Marketing Communications: Chapter 1:Marketing Communications Planning. Chapter 2:Research and Analysis. Chapter 3: Communications Objectives and Targeting. Chapter 4: Communications Strategy. Section Two: Communications Toolkit; Chapter 5: Public Relations. Chapter 6: E-Marketing Communications. Chapter 7: Advertising. Chapter 8: Event Sponsorship Programmes. Chapter 9: Sales Promotion. Chapter 10: Direct and Relationship Marketing. Section Three: Events as Communications Tools; Chapter 11: Promotional Events. Chapter 12: Corporate Sponsorship of Events. Chapter 13: Corporate Hospitality. Section Four: Ensuring Future Success; Chapter 14: Implementation, Evaluation and Control. Chapter 15: Trends and Forecasts. Index. |
標題: |
Special events - Management. - |
電子資源: |
http://www.sciencedirect.com/science/book/9780750663618 |
ISBN: |
9780750663618 |