Marketing Communications: Principles and Practice - Softcover

Kitchen, Philip

 
9781861521965: Marketing Communications: Principles and Practice
Softcover
ISBN 10: 1861521960 ISBN 13: 9781861521965
Verlag: Cengage Learning EMEA, 1998

Inhaltsangabe

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.

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Über die Autorin bzw. den Autor

Professor Philip J. Kitchen, Martin Naughton Chair in Business Strategy, Queen's University of Belfast.

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Verlag
Cengage Learning EMEA
Erscheinungsdatum
1998
Sprache
Englisch
ISBN 10 
1861521960
ISBN 13 
9781861521965
Einband
Taschenbuch
Anzahl der Seiten
534
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar