Marketing Communications: Principles and Practice - Couverture souple

Kitchen, Philip

 
9781861521965: Marketing Communications: Principles and Practice
Couverture souple
ISBN 10 : 1861521960 ISBN 13 : 9781861521965
Editeur : Cengage Learning EMEA, 1998

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

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

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Cengage Learning EMEA
Date d'édition
1998
Langue
anglais
ISBN 10 
1861521960
ISBN 13 
9781861521965
Reliure
Broché
Nombre de pages
512
Coordonnées du fabricant
non disponible
Personne responsable
non disponible