Marketingkommunikation

This volume of the "Kiehl Business Studies" series presents the essential foundations of marketing communication as a holistic communication policy decision-making process in a compact form. It supports you in optimizing the use of individual communication tools and coordinating them in the context of integrated communication.

The "Kiehl Business Studies" series provides an easy entry into important business topics and precise learning of exam-relevant content in the Bachelor's program in Business Administration. Each volume covers a specific subject area in the format of a typical module or course and summarizes the teaching material in a compact, complete, and well-structured manner. The learner-friendly layout facilitates working with the book.

Each title includes online training with exercises and (sample) solutions, making it ideal for exam preparation! Instructors receive a supplementary slide set for each work to use in their courses.

Contents:
1. Fundamentals of Marketing Communication
1.1 Definition and classification of marketing communication.
1.2 Current developments in marketing communication.
2. Communication Policy Decision-Making Process
2.1 Setting communication goals and target groups.
2.2 Fixing the communication budget.
2.3 Developing a communication strategy.
2.4 Designing communication tools.
2.5 Selecting individual media.
2.6 Implementing measures.
2.7 Measuring success.
3. Instruments of Communication Policy
3.1 Traditional advertising.
3.2 Online marketing communication.
3.3 Direct communication.
3.4 Public relations (PR).
3.5 Sales promotion.
3.6 Trade fairs and exhibitions.
3.7 Event marketing.
3.8 Sponsoring.
3.9 Product placement.
4. The Concept of Integrated Communication
4.1 Changes in the advertising market.
4.2 Cross-media and integrated communication.

Bibliography.
Index.