Marketing Communications: Principles and Practice - Softcover

Kitchen, Philip

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.

Über diesen Titel

Über die Autorin bzw. den Autor

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

Details zur Ausgabe

• 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