Buchcover von Communication Strategy of the Benetton Group
Buchtitel:

Communication Strategy of the Benetton Group

Theoretical and practical analysis explaining what communication is presenting it with Benetton's advertising campaigns

AV Akademikerverlag (08.03.2013 )

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ISBN-13:

978-3-639-46334-7

ISBN-10:
363946334X
EAN:
9783639463347
Buchsprache:
Englisch
Klappentext:
This thesis explains what communication is and present its tools and strategies, which is necessary to illustrate the communication strategy of the Benetton Group, how it was in the past and how it is now. The thesis has a theoretical part on communication tools like advertising, public relations (PR), sales promotion, direct marketing and personal selling, described in detail as well as strategies, including the push and pull strategy. The practical part involves the Benetton Group where the following subjects are described: the group's background, history, communication strategy, sales channels, financial highlights, logistics, sales (sales by region, sales by brands), and Benetton's usage of communication, described with the help of a Swedish case. The end of the thesis presents several campaigns to see how Benetton's campaigns change over the years especially during Toscani's time by Benetton and after he quitted, where the Group started to change its communication strategy.
Verlag:
AV Akademikerverlag
Webseite:
http://www.akademikerverlag.de/
von (Autor):
Suel Kuboj
Seitenanzahl:
96
Veröffentlicht am:
08.03.2013
Lagerbestand:
Lieferbar
Kategorie:
Werbung, Marketing
Preis:
32,95 €
Stichworte:
Public Relations, Marketing, Advertising, communication strategies, Sales Promotion, Personal Selling, Communication Tools, Push/Pull Strategy, SWOT Analysis

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