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Loading... Marketing Communications: Principles and Practice (edition 1998)by Philip J. Kitchen
Work InformationMarketing Communications: Principles and Practice by Philip J. Kitchen
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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 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. No library descriptions found. |
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Google Books — Loading... GenresMelvil Decimal System (DDC)658.802Technology Management and auxiliary services Management Of MarketingLC ClassificationRatingAverage: No ratings.Is this you?Become a LibraryThing Author. |