Lots of theory
«Books&more«/b> In the first edition, which was published 16 years ago, the book was still titled »Advertising Management.".
In the first edition, which was published 16 years ago
the book was still entitled "Advertising Management". Admittedly
Advertising was already part of the marketing mix back then, but this fact was
not yet taken into account as consistently as in the second and
third, now available edition. That is why the book is now called
"Management of marketing communication".
The authors Unger and Fuchs illuminate and evaluate in their
reference book covers all the instruments of modern communication, from the
Advertising, sales promotion and public relations work through to the product
Placement, sponsoring and event marketing. On 700 pages, the
138 illustrations and 32 tables, they explain everything down to the last detail.
Detail, but somewhat theoretical. The book is therefore aimed more at
students than to practitioners who need knowledge for their everyday work.
search. (rh)
> Management of Marketing Communication by Fritz Unger and Wolfgang Fuchs. Springer Verlag, Heidelberg 2005.
700 pages, Fr. 76.50.
the book was still entitled "Advertising Management". Admittedly
Advertising was already part of the marketing mix back then, but this fact was
not yet taken into account as consistently as in the second and
third, now available edition. That is why the book is now called
"Management of marketing communication".
The authors Unger and Fuchs illuminate and evaluate in their
reference book covers all the instruments of modern communication, from the
Advertising, sales promotion and public relations work through to the product
Placement, sponsoring and event marketing. On 700 pages, the
138 illustrations and 32 tables, they explain everything down to the last detail.
Detail, but somewhat theoretical. The book is therefore aimed more at
students than to practitioners who need knowledge for their everyday work.
search. (rh)
> Management of Marketing Communication by Fritz Unger and Wolfgang Fuchs. Springer Verlag, Heidelberg 2005.
700 pages, Fr. 76.50.
