The goals of this chapter are: To understand the basic elements of the communication process and the role of communication in marketing; to examine various models of the communication process; to analyse the response processes of receivers of marketing communication, including alternative response hierarchies and their implications for integrated marketing communication planning and strategy;...
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Lecture Advertising and promotion (2/e) – Chapter 4: The communication process
Lecture Advertisingandpromotion (2/e) – Chapter 4: The communication process
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Marketing communications Integrated marketing communications Lecture Advertisingandpromotion Communication process Nature of communication Consumer-initiated marketing communicationsTài liệu có liên quan:
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