Marketing Communications: Principles and Practices

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ISBN 10: 1861521960 / ISBN 13: 9781861521965

Editore: - -, 1998

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Titolo: Marketing Communications: Principles and ...

Casa editrice: - -

Data di pubblicazione: 1998

Legatura: Paperback

Condizione: Very Good

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Riassunto:

Marketing Communications provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. Illustrated by numerous case vignettes, the book draws on the opinions, views, expertise and understanding of a large number of authors/contributors, who are recognised experts in their respective domains. Marketing Communications explores an area of exciting diversity and significant growth, especially as the 21st century unfolds. This is a comprehensive book, with excellent coverage of all key functional areas - from advertising to direct marketing, from marketing public relations to the Internet. But it also contains key theoretical chapters - from information processing to elaboration likelihood, from audience analysis to measuring the success rate.

Product Description:

Book by Kitchen Philip J