A reader in marketing communications

A reader in marketing communications

by Kitchen, Philip J.

Type Book
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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 others].

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.

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Edition Statements

  • Publication Date:2005.

Publication Statements

  • Publisher(s):Routledge
  • Place of Publication:London
  • Language:eng
  • Publication Date:2005.

The Physical Object

  • Description:xviii, 273 pages : : illustrations ; : 26 cm

Edition Identifiers

  • ISBN:0415356482, 9780415356480, 0415356490, 9780415356497
  • oclc:ocm57577436
  • 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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Subjects

advertising Aufsatzsammlung Communication en marketing Communication in marketing Kommunikationspolitik Kommunikationsstrategie Marketing Marktkommunikation Publicidad Publicité publicity Unternehmen Werbung

Writers

Kitchen, Philip J.

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