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Study materials
KMO/AMK
Marketing Communication
Guarantors: doc. Ing. Michal Mičík, Ph.D.
Course literature KMO/AMK -IS/STAG
Basic
Barreau, Lucas,
Advertising : types of methods, perceptions and impact on consumer behavior
, New York : Nova Science Publishers 2014
Kotler, Philip; Keller, Kevin Lane,
Marketing management
2018
Recommended
Pelsmacker, Patrick de,
Advertising in new formats and media : current research and implications for marketers
2016
Copley, Paul,
Marketing communications management concepts and theories, cases and practices
, Oxford : Butterworth-Heinemann 2004
Kotler, Philip; Kartajaya, Hermawan,; Setiawan, Iwan,
Marketing 4.0 : moving from traditional to digital
2017
Hanafizadeh, Payam; Behboudi, Mehdi,
Online advertising and promotion modern technologies for marketing
, Hershey : Business Science Reference 2012
Další prameny k výuce nad rámec seznamu uvedeného ve stagu (je možno doplňovat i během semestru), případně rošíření informací o literatuře uvedených ve stagu o další podrobnosti.
Last updated: 14.07.2020
Studijní materiály
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