A reader in marketing communications

by Kitchen, Philip J.

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Title Statements

Full title :A reader in marketing communications / edited by Philip J. Kitchen, Patrick de Pelsmacker, Lynne Eagle, Don E. Schultz.

Edition Statements

Publication Date:2020.
Edition:1st

Publication Statements

Publisher(s):Routledge
Place of Publication:London
Language:eng
Publication Date:2020.

Notes

Previously issued in print: 2005.

<P>About the Editors. Acknowledgements. Introduction and Overview of Marketing Communications. From Advertising to Integrated Marketing Communications. Reading 1. Advertising: What to Say, When. Reading 2. Sales Promotion. Reading 3. From Direct Mail to Direct Response Marketing. Readings 4 and 5. Marketing PR. Reading 6. Sponsorship. Reading 7. Personal Selling. Reading 8. Internet and the World Wide Web. Reading 9. Roots of Relationship. Marketing. Reading 10. Measuring the Success Rate of Marketing Communications. Reading 11. Summary and Conclusion </P>