Modern marketing communication

The publication deals comprehensively with the issues of marketing communication, including new trends. Includes case studies and a colour pictorial appendix. It is intended for employees of communication agencies, corporate marketing and PR, as well as university students. In the book, you will learn about marketing communication strategies, the creation of a communication mix, the methodology and barriers to setting a budget. You will learn about the comprehensive process of integrated marketing communications and will also address effectiveness and some ethical issues. The largest part of the publication is devoted to personal and impersonal tools of marketing communication: advertising, sales promotion, direct marketing, public relations, sponsorship, trade fairs and exhibitions as well as personal sales. The focus is also on marketing communication between companies (in the B2B market) and in the international environment, marketing communication on the Internet and new communication trends such as guerrilla communication, viral or mobile marketing, buzzmarketing and others.