Marketing Communications. Textbook (3rd edition)

In this textbook, the main most important theoretical and practical issues of marketing communications are disclosed, the content of their main elements: advertising, stimulating sales, personal sales and public relations. For the first time in Russian literature, the difference between marketing communications and the management of the promotion of goods and services is shown. The experience of conducting communication policies of firms is considered, practical recommendations are given on the use of communicative elements in companies.
The book uses the material contained in various sources for communications in marketing, complemented by the author"s own studies.
The publication is intended for teachers, students studying marketing in the framework of undergraduate, students of advanced training system, and is also of interest to managers and specialists engaged in the development and application of marketing communications