Communicational Marketing: How to Communicate Effectively With Competent Consumers - Couverture rigide

Luigi Carlo De Micco

 
9780595681938: Communicational Marketing: How to Communicate Effectively With Competent Consumers
Couverture rigide
ISBN 10 : 059568193X ISBN 13 : 9780595681938
Editeur : iUniverse, 2010

Synopsis

Communication is of vital importance for everyone. It is omnipresent and exerts enormous influence on the way we think and act - from interpersonal relationships to consumer behavior. Marketing comes into play whenever something is to be sold. It lays out the course of action, determines the goals, and develops the strategies by which these goals can be attained as quickly and effectively as possible.

In Communicational Marketing, Luigi Carlo De Micco combines both of these factors. Like other marketing approaches, communicational marketing is concerned with the advertising and selling of products and services. But unlike conventional advertising methods, the starting point for communicational marketing is not the individual psyche but rather the inter-communicational processes that have a lasting effect on the behavior of those involved.

De Micco explains the role played by communication in modern marketing and the mechanisms that have to be taken into account. He shows the reasons for the failure of marketing ideas by analyzing the paradoxes in well-known advertising approaches, and provides the reader with communication-oriented marketing strategies.

Communicational marketing presupposes a competent, self-directed buyer who categorically rejects suggestion and who is able to recognize manipulation whenever he or she is exposed to it.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Luigi Carlo De Micco was the founder and chairman of the board of Internolix AG in Germany. He is active on several committees and industrial advisory and supervisory boards. As an expert in IT and market capital, he advises institutional investors such as banks, venture capital enterprises, and funds. De Micco lives in Monte Carlo, Monaco.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
iUniverse
Date d'édition
2010
Langue
anglais
ISBN 10 
059568193X
ISBN 13 
9780595681938
Reliure
Relié
Nombre de pages
168
Coordonnées du fabricant
non disponible
Personne responsable
KreGa Onlinehandel GmbH
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info@krega-onlinehandel.de

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Autres éditions populaires du même titre

9780595428670: Communicational Marketing: How To Communicate Effectively With Competent Consumers

Edition présentée

ISBN 10 :  0595428673 ISBN 13 :  9780595428670
Editeur : iUniverse, 2010
Couverture souple