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Advertising and promotion : an integrated marketing communications perspective

Tác giả: George E. Belch, Micheal A. Belch

Part 1: The role of IMC in marketing; Part 2: Integrated marketing program situation analysis; Part 3: Analyzing the communication process; Part 4: Objectives and budgeting for integrated marketing communications programs; Part 5: Developing the integrated marketing communications program; Part 6: ...

Direct marketing management : 2nd ed.

Tác giả: Mary Lou Roberts, Paul D. Berger

The basic of direct marketing, direct marketing decision variables, special techniques of direct marketing, direct marketing media.

Marketing strategy

Tác giả: O.C. Ferrell, Michael D. Hartline, George H. Lucas Jr, David Luck

Strategic market planning, developing the marketing plan, environmental Analysis, Swot: the analysis of strengths, weaknesses, opportunities and threats; Mission, goals, and opjectives; Marketing strategy decisions; Selecting and developing the marketing strategy; Marketing implementation.

Digital marketing : global strategies from the world's leading experts

Tác giả: Jerry Wind, Vijay Mahajan

Part 1: Foundations; Part 2: Consumer behavior and market research; Part 3: Implementation.

Services marketing in Asia : managing people, technology and strategy

Tác giả: Christopher Lovelock, Jochen Wirtz, Hean Tat Keh

Understanding services, focus on customers and managing relationships, creating value in a competivive market, planning and managing service delivery, issues for senior management.