Effective Marketing Communications A Skills and Activity-Based Approach - Effective Management

Effective Management is an innovative new series of high–quality management training texts allying student–centred learning to core business knowledge. Emphasizing skills and competencies, each of the books takes a highly developed activity–based approach to learning and links key generic management skills to underpinning knowledge and concepts. Effective Marketing Communications explores the role of communications as an integral part of the marketing initiative where the relationship with the customer is built and consolidated through a process of interaction linked to genuine customer needs or wants. This innovative new book enables the reader to: place marketing communications into an overall marketing philosophy and approach; relate marketing communications to marketing strategies, particularly the marketing mix; create a model of marketing communications to act as a guideline for marketing initiatives; develop effective public relations policies and PR skills of persuasion and communication; examine the role of advertising and construct an advertising campaign. The unique skills and activity–based approach of this book provides a clear understanding of this subject for students, trainers and managers studying business at NVQ Levels 4 and 5.