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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.
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.
This text is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. It provides a series of critical perspectives on marketing from senior authors around the world. The book is not about "what marketing is", rather…
This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. The book provides a series of critical perspectives on marketing from senior authors around the world. The book is not about 'what marketing is' f…
Marketing is the high profile subject of public, economic, and political opinion in the world today. Are consumers needs really being satisfied? Is marketing more concerned with rhetoric, spin, and jargon, than in actually seeking to satisfy customer needs? This book is critical…
"This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have wr…