Modern marketing communication

The new edition of the comprehensive publication on marketing communication has been completely revised and supplemented with new findings, such as online marketing communication, B2B communication and trends in the field. It contains new case studies and a colour pictorial appendix with photographs from domestic and international communication practice.

In the book, you will learn about marketing communication strategies, the creation of a communication mix, methodology and barriers to setting a budget. You will learn the comprehensive process of integrated marketing communications, assess effectiveness and reflect on selected ethical issues.

The largest part of the publication is devoted to personal and impersonal tools of marketing communication: advertising, sales promotion, direct marketing, public relations, sponsorship, trade fairs and exhibitions as well as personal sales, also in an online environment. The focus is on the differences in marketing communication in the B2B market, in the international environment and on the Internet, with an emphasis on social networks.

The publication by renowned experts is intended for university students, employees of communication agencies and corporate marketing and PR.