A reader in marketing communications

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Combining papers on marketing communications with commentary and overviews from the editors, case studies and student question and answer sections, this text provides a global perspective on this topical subject.

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Title Statements

Full title :A reader in marketing communications / edited by Philip J. Kitchen [and three others].

Summary

Edition Statements

Publication Date:2008.

Publication Statements

Publisher(s):Routledge Taylor & Francis Group
Place of Publication:Abingdon, Oxon
Language:eng
Publication Date:2008.

Notes

"First published in 2005."

The Physical Object

Description:1 online resource

Edition Identifiers

ISBN:9781003060420, 1003060420
oclc:on1199385700
LC Classification:HF5415.123
Dewey Decimal:658.8/02

Marketing communications -- From advertising to integrated marketing communications -- Advertising : what to say, when -- Sales promotion -- From direct mail to direct response marketing -- Marketing public relations -- Sponsorship -- Personal selling -- The Internet and the World Wide Web -- The roots of relationship marketing -- Marketing metrics : from tactical to strategic measures.