Cambridge Marketing Handbook: Communications by Steve Bax

Cambridge Marketing Handbook: Communications by Steve Bax

Cambridge Marketing Handbook: Marketing Communications looks at the contemporary integrated communications mix, in the light of the changes in digital marketing and aims to give an overview of the current tools that marketers need to have under their belts. Coverage includes: the purpose and uses of communications; the promotional mix; advertising tools; public relations and media tools; the meaning of consumer behaviour; communications plans and evaluation methods. The Handbook also examines the buyer behaviour theories for B2C and B2C, looking at the elements that make up the process of purchase.

Steve Bax is Managing Director of Bax Interaction market research, strategy and training consultancy, with over 30 years' experience at senior and board levels in B2B, B2C and not-for-profit organizations. He is a Fellow of Cambridge Marketing College, where he has been a tutor since 1993, teaching the modules on research and regularly undertaking projects. He is a Chartered Marketer, a long-standing member of the CIM and an associate member of the Market Research Society. Paul Woodhouse is Group Marketing Manager for the Vindis Group. With a background in journalism and PR, Paul later moved into marketing and has worked for a number of agencies and organizations in B2B, B2C and not-for-profit sectors. Paul regularly contributes articles and interviews to the Cambridge Marketing Review, and writes white papers and other thought leadership pieces for Cambridge Marketing College.

SKU	Unavailable
ISBN 13	9780749470616
ISBN 10	0749470615
Title	Cambridge Marketing Handbook: Communications
Author	Steve Bax
Series	Cambridge Marketing Handbooks
Condition	Unavailable
Binding Type	Hardback
Publisher	Kogan Page Ltd
Year published	2013-12-03
Number of pages	112
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.