Moderní marketingová komunikace – Přikrylová Jana (2019)

The new edition of the comprehensive publication on marketing communication has been completely revised and supplemented with new insights, including those related to online marketing communication, B2B communication, and industry trends. It contains new case studies and a color image appendix with photographs from both domestic and foreign communication practices. In the book, you will become familiar with marketing communication strategies, the creation of the communication mix, methodologies, and barriers when setting budgets. You will learn about the integrated marketing communication process, assess effectiveness, and contemplate selected ethical issues. The largest part of the publication is dedicated to personal and non-personal marketing communication tools: advertising, sales promotion, direct marketing, public relations, sponsorship, trade fairs and exhibitions, as well as personal selling, including in the online environment. Attention is focused on the differences in marketing communication in the B2B market, in international settings, and on the internet, with an emphasis on social networks. This publication by recognized experts is intended for university students, employees of communication agencies, and corporate marketing and PR professionals.