June 2017
Beginner
464 pages
17h 52m
English
book
The Art and Science of Business Communication, 4e, 4th Edition
by P.D. Chaturvedi, Mukesh Chaturvedi
Content preview from The Art and Science of Business Communication, 4e, 4th Edition
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CHAPTER 17
Communication for Effective Marketing
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
—John Wanamaker
Upon completion of this chapter, you should be able to:
- Know the meaning, nature, and function of different tools of promotion.
- Appreciate how the new tools of marketing communication have evolved.
- Understand the difference between the old approach to planning for marketing communication and the new approach to integrated marketing communications.
- Learn how to use integrated marketing communications in reality.
COMMUNICATION AT WORK
Recently, a brand campaign was trolled on social media and created unconfirmed contretemps between a celebrity endorser and a tobacco brand of repute ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.