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Integrated marketing communication (IMC) has come to the fore as a
very important concept in communicating to an organisation's target
audiences. In this title, the notion behind the IMC process is
explained and the following issues are explored: Philosophy and
evolution of the concept, ethics in marketing communication,
co-ordination of the various IMC elements - advertising, media
selection, personal selling, sales promotion, public relations
(including marketing public relations), publicity (including
marketing publicity), sponsorship and new media marketing.
The FET College series is designed to meet the needs of students
and lecturers of the National Certificate Vocational.
Today's globalized business environment is so much a part of our
lives that we take it for granted. But what does globalization mean
for business in practical terms? What issues does it raise? How can
we change our way of thinking so that our businesses prosper beyond
our borders? The second edition of Global Business: Environments
and Strategies includes a revised look at globalization and
international trade, economic integration, trading blocs and free
trade agreements. There are new sections on e-commerce strategies
in global context and global marketing. The comprehensive text uses
South African and international case studies, allowing students and
practitioners to benefit from practical local and global business
situations.
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