{"product_id":"communicational-marketing-luigi-carlo-de-micco-9780595428670","title":"Communicational Marketing: How to Communicate Effectively With Competent Consumers","description":"Communication is of vital importance for everyone. It is omnipresent and exerts enormous influence on the way we think and act - from interpersonal relationships to consumer behavior. Marketing comes into play whenever something is to be sold. It lays out the course of action, determines the goals, and develops the strategies by which these goals can be attained as quickly and effectively as possible.\u003cp\u003e In Communicational Marketing, Luigi Carlo De Micco combines both of these factors. Like other marketing approaches, communicational marketing is concerned with the advertising and selling of products and services. But unlike conventional advertising methods, the starting point for communicational marketing is not the individual psyche but rather the inter-communicational processes that have a lasting effect on the behavior of those involved.\u003c\/p\u003e\u003cp\u003e De Micco explains the role played by communication in modern marketing and the mechanisms that have to be taken into account. He shows the reasons for the failure of marketing ideas by analyzing the paradoxes in well-known advertising approaches, and provides the reader with communication-oriented marketing strategies.\u003c\/p\u003e\u003cp\u003e Communicational marketing presupposes a competent, self-directed buyer who categorically rejects suggestion and who is able to recognize manipulation whenever he or she is exposed to it.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Luigi Carlo de Micco\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0595428673\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780595428670\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e iUniverse\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 01\/21\/2010\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 168\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.56lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.39d\u003c\/p\u003e","brand":"Luigi Carlo de Micco","offers":[{"title":"Paperback","offer_id":48443567440127,"sku":"9780595428670","price":16.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_5dcf7540-e8c4-4e3d-b284-7599d9eb125f.jpg?v=1777206339","url":"https:\/\/www.whiterainbookhouse.com\/products\/communicational-marketing-luigi-carlo-de-micco-9780595428670","provider":"WR Book House","version":"1.0","type":"link"}