Marketing Communications provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. The book draws on the opinions, views, expertise and understanding of a large number of contributors.
This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment.
... Admap , March , pp 20-27 Engel , J F , Blackwell , R D and Kollatt , D T ( 1978 ) Consumer Behaviour , 3rd edn , Dryden Press , Hinsdale , IL Engel , J F , Kinnear , T C and Warshaw , MR ( 1994 ) Promotional Strategy : Managing the ...
With over 4000 entries, including key terms and concepts covering advertising, sales promotion, public relations, direct marketing, personal selling and e-marketing, this text reflects the changing dynamics of the marketing profession.
McCain also secured TV editorial, gaining further endorsement and advocacy from some of Britain's bestloved TV celebrities such as Matthew Wright on Channel 5's The Wright Stuff, and Holly Willoughby and Phillip Schofield on ITV's This ...
This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business ...
Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future.
Modern marketing communications should therefore look beyond the confines of the promotional P. It must also look at the new developments and techniques which have arrived in the late 1980s. Moreover, it must wrestle with totally new ...
Providing a fresh and innovative framework for the management of marketing communication processes, this textbook shifts the focus from message-making to relationship-building, focusing on a planned, integrated marketing communication ...
Foster's has underlined its Australian heritage with Paul Hogan endorsements and even featured a kangaroo in the logo. Lapin Kulta uses stark Lapland landscapes on bottle labels and other communications to reinforce its Finnish ...
With numerous examples and case studies as well as online support material for instructors and students, this textbook will guide the user through the changing face of marketing communications.