Marketing Communications: Principles and Practice

Provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. Illustrated by numerous case vignettes, this 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 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.

• | Author: Philip Kitchen
• | Publisher: Cengage Learning EMEA
• | Publication Date: Nov 19, 1998
• | Number of Pages:
• | Language:
• | Binding: Paperback / softback
• | ISBN-13: 9781861521965
• | ISBN-10: 1861521960