Promotion and Marketing Communications

Edited by Umut Ayman and Anil Kemal Kaya

in Books from IntechOpen

Abstract: This edited Promotion and Marketing Communications book is an original volume that presents a collection of chapters authored by various researchers and edited by marketing communication professionals. To survive in the competitive world, companies feel an urge to achieve a competitive advantage by applying accurate marketing communication tactics. Understanding marketing communication is an essential aspect for any field and any country. Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. This book does not only contribute to the marketing and marketing communication intellectuals but also serves different sector company managerial positions and provides a guideline for people who want to attain a career in this field, giving them a chance to acquire the knowledge regarding consumer behavior, public relations, and digital marketing themes.

JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
ISBN: 978-1-83880-227-1
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https://www.intechopen.com/books/6408 (text/html)
Book downloadable chapter-by-chapter

Chapters in this book:

Cheers in UK: How Visible Are Spanish Sparkling Wines on Google.co.uk?

Carlos Gonzalo-Penela, Noelia Jimenez-Asenjo and Diana A. Filipescu

Digital Marketing: Scope Opportunities and Challenges

Chandan Kumar Mishra

Dissecting Changes in Consumer Characteristics through Psychographics

Sumitro Sarkum

E-Detailing: Keyways for Successful Implementation of Digital Technologies in the Pharmaceutical Marketing

Ilko Getov and Stefan Balkanski

International Market Segmentation across Consumption and Communication Categories: Identity, Demographics, and Consumer Decisions and Online Habits

Rouxelle De Villiers, Pornchanoke Tipgomut and Drew Franklin

Marketing Communication and Promotion in Health Services

Aykut Ekiyor and Fatih Altan

Repositioning of PR Field in Developing Countries

Umut Ayman and Anil Kemal Kaya

Reputation Management

Frantisek Pollak, Peter Dorcak and Peter Markovic

The Media Effect: Implications for Manifesting Maintainable Body Image in the Context of Global Fashion Industry

Arooj Rashid

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Persistent link: https://EconPapers.repec.org/RePEc:ito:pbooks:6408

DOI: 10.5772/intechopen.83011

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