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Modern Marketing Communications

Overview of attention for book
Cover of 'Modern Marketing Communications'

Table of Contents

  1. Altmetric Badge
    Book Overview
  2. Altmetric Badge
    Chapter 1 Introduction to Marketing Communications
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    Chapter 2 A Broader Look at the Marketing Mix
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    Chapter 3 Communications in Relation to the Product Life Cycle
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    Chapter 4 How Well Do Names and Brands Communicate?
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    Chapter 5 The Product Image and Packaging
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    Chapter 6 How Does Price Communicate?
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    Chapter 7 Corporate Identity
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    Chapter 8 Internal Communications: Media and Methods
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    Chapter 9 Sales Conferences
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    Chapter 10 Sales Contests and Incentives
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    Chapter 11 Communicating with Sales Staff
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    Chapter 12 Dealer Activities
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    Chapter 13 Communicating with the Trade
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    Chapter 14 Consumer Behaviour
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    Chapter 15 Market Education
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    Chapter 16 The After Market
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    Chapter 17 Advertising
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    Chapter 18 Sales Promotion
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    Chapter 19 Direct Response Marketing
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    Chapter 20 Public Relations
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    Chapter 21 Sponsorships
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    Chapter 22 Marketing Research
Attention for Chapter 16: The After Market
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Summary
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Chapter title
The After Market
Chapter number 16
Book title
Modern Marketing Communications
Published by
Springer, Dordrecht, January 1990
DOI 10.1007/978-94-011-6868-7_16
Book ISBNs
978-0-216-92694-3, 978-9-40-116868-7
Authors

Frank Jefkins

View on publisher site
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