Marketing Communications: Frameworks, Theories, and Applications
- ISBN-10
- 0131509624
- ISBN-13
- 9780131509627
- Series
- Marketing Communications
- Category
- Business & Economics
- Pages
- 515
- Language
- English
- Published
- 1995
- Publisher
- Macmillan College
- Author
- Chris Fill
Description
Bringing together leading and recent views on marketing communications and deals with both brand and corporate issues, this book offers a practical framework within which marketing communications strategy can be developed. Readers should develop skills which will enable them to build their own plans in the future, integrating business strategy with external communications. It covers new aspects in marketing, for example, direct marketing and sponsorship.
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Other editions
-
- 2024-03-03
- 761 pages
- Ebook
- Kogan Page Publishers
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