Marketing Communications - 9781861521965
Un libro in lingua di Philip Kitchen edito da Cengage Learning College, 1998
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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 recognized 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.
Informazioni bibliografiche
- Titolo del Libro in lingua: Marketing Communications
- Sottotitolo: Principles and Practice
- Lingua: English
- Autore: Philip Kitchen
- Editore: Cengage Learning College
- Collana: Cengage Learning College (Paperback)
- Data di Pubblicazione: 01 Gennaio '98
- Genere: BUSINESS and ECONOMICS
- Pagine: 534
- Dimensioni mm: 247 x 190 x 25
- ISBN-10: 1861521960
- EAN-13: 9781861521965