A reader in marketing communications
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.
Read More ↓Title Statements
- Full title :A reader in marketing communications / edited by Philip J. Kitchen ... [et al.].
Summary
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.
Read More ↓Edition Statements
- Publication Date:2005.
Publication Statements
- Publisher(s):Routledge
- Place of Publication:London
- Language:eng
- Publication Date:2005.
The Physical Object
- Description:1 online resource (xviii, 273 pages : : illustrations)
Edition Identifiers
- ISBN:9781000143263, 1000143260
- oclc:on1256496795
- LC Classification:HF5415.123
- Dewey Decimal:658.8/02
Table of Contents
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.
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