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Titlebook: Marketing Communication Policies; Rainer Busch,Margarete Seidenspinner,Fritz Unger Textbook 2007 Springer-Verlag Berlin Heidelberg 2007 Co

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發(fā)表于 2025-3-21 17:54:31 | 只看該作者 |倒序瀏覽 |閱讀模式
書目名稱Marketing Communication Policies
編輯Rainer Busch,Margarete Seidenspinner,Fritz Unger
視頻videohttp://file.papertrans.cn/625/624335/624335.mp4
概述Fundamental aspects of Marketing Communications explored.With comprehensive illustrations, cases, questions for discussion, and case solutions.Includes supplementary material:
圖書封面Titlebook: Marketing Communication Policies;  Rainer Busch,Margarete Seidenspinner,Fritz Unger Textbook 2007 Springer-Verlag Berlin Heidelberg 2007 Co
描述.By summing up the authors’ lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. At the same time, the sound grounding provided by this work is suitable for students pursuing Post-graduate Diploma or Master programmes in technological, scientific or IT-related areas. The book gives an introduction to the generic issues of Marketing Communications as well as an overview of the information behaviour of targeted customer groups. The foundation laid in the initial chapters is followed up by more specific areas such as situational analysis and the development of communications strategies..
出版日期Textbook 2007
關(guān)鍵詞Communications Management; International Marketing; International Marketing Communications; Marketing; M
版次1
doihttps://doi.org/10.1007/978-3-540-37323-0
isbn_softcover978-3-642-07214-7
isbn_ebook978-3-540-37323-0
copyrightSpringer-Verlag Berlin Heidelberg 2007
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https://doi.org/10.1007/978-3-540-37323-0Communications Management; International Marketing; International Marketing Communications; Marketing; M
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978-3-642-07214-7Springer-Verlag Berlin Heidelberg 2007
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tion. In his essay, Appadurai focuses on the phenomenon of ‘grassroots globalization’. He uses this term to describe movements that propel globalization from below, endorsing an emancipatory politics of globalization that can back up the counter vision of an international civil society. This counter
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ed memories of victim-hood cannot be understood outside a global frame of reference. Memories of victimhood have become more contested with the emergence of ‘new transnational memory communities that appeal to regional connections and shared pasts’ in terms by the editors of this book.
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, p. 128). More broadly, Brace and Geoghegan (2011), writing in the context of human geography, argue that climate change is encountered holistically, not just in how it is understood ‘top-down’ through the communication of scientific discourses but relationally at a local level:
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