The Routledge handbook of strategic communication
The Routledge handbook of strategic communication
Marketing communication has an overwhelming impact on both society and business. This text offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications practice in a European context.
Marketing communication has an overwhelming impact on both society and business. This text offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications practice in a European context.
"Fashion marketing communications explores key issues in the way fashion is promoted to consumers: from public relations to branding and product placement; celebrity endorsement and sponsorship to visual merchandising. Gaylor Lea-Greenwood, a leading academic in fashion marketin…
"Argues that such protest groups are dismissed in the mainstream for not articulating a 'unified position' and explores the way in which contemporary protesters stemming from different traditions maintain solidarity."--Publishers website.
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.
"Many researchers and scholars resist the idea of developing a communication strategy, either thinking that someone else will do it, their work will be naturally discovered, or that it doesn't matter. Developing a communication strategy--and implementing that strategy--recognize…