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Reference no. 9-504-S11
Spanish language
Subject category: Marketing
Authors: Stephen H Star
Published by: Harvard Business Publishing
Originally published in: 2004
Version: 22 September 1992
Revision date: 30-Mar-2020

Abstract

This is a Spanish version. Introductory note on communications policy for use in first year marketing. Focuses on: Target selection; message delineation; communications intensity; alternative communications; means and media; economics of communications decisions; and need for consistency in communications programs. Assumes that students have previously read Consumer Analysis, Market Analysis, and Note on Marketing Arithmetic and Related Marketing Terms.

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Abstract

This is a Spanish version. Introductory note on communications policy for use in first year marketing. Focuses on: Target selection; message delineation; communications intensity; alternative communications; means and media; economics of communications decisions; and need for consistency in communications programs. Assumes that students have previously read Consumer Analysis, Market Analysis, and Note on Marketing Arithmetic and Related Marketing Terms.

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