Book Details
Format
Paperback / Softback
ISBN-10
1861521960
ISBN-13
9781861521965
Edition
New
Publisher
Cengage Learning EMEA
Imprint
Cengage Learning EMEA
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Nov 19th, 1998
Print length
512 Pages
Weight
1,026 grams
Dimensions
24.40 x 19.00 x 3.20 cms
Product Classification:
Business communication & presentationSales & marketing
Ksh 18,900.00
Manufactured on Demand
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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.
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