The textbook is focused on the study of modern communication technologies in the international activities of world leading companies. Four chapetrs of the textbook allow to study the role of communication policy in the sustainable development of the modern companies, mechanisms and tools, including branding, advertising strategies, public relations, sales promotion, direct marketing as key areas in maintaining ATL-, BTL- and TTL-strategies. The textbook is intended for international students of MGIMO joint master\'s programs and studying the course "Modern advertising technologies". Учебник предназначен для изучения современных коммуникационных технологий...
ISBN: 978-5-9228-2560-3
Издательство:
МГИМО
Дата выхода: октябрь 2022
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