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Aimed at students, this text offers coverage of both the theory and practice of marketing communications. Case studies are used throughout.
An excellent book, well written and full of good examples. The new edition ensures that it remains at the cutting edge of marcoms thinking." Dr. A. Nicholls, Said Business School, Oxford University This book is without doubt the most comprehensive and intriguing text in the fiel…
"Integrated Marketing Communications, 2e takes into account all aspects and elements of marketing communications. Each model is clearly displayed graphically at the beginning of each part to provide a visual 'route map' throughout the book. This lively text takes a European appr…