Marketing Communications: Principles and Practice

di Philip Kitchen (Autore)

Cengage Learning EMEA, 1998

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.

• Autore: Philip Kitchen
• Editore: Cengage Learning EMEA
• Anno: 1998
• Rilegatura: Paperback / softback
• Pagine: 512 p.
• Dimensioni: 30 x 187 mm
• Peso: 1040 gr.
• EAN: 9781861521965

Testo in English