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La 4e de couv. indique : "This seventh edition of Marketing Communications provides both a rich source of theory and an invaluable insight into how brands create communications and engage audiences in brand conversations. With contributions from brand owners and their advertisin…
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"Essentials of Marketing Communications offers a concise and student-friendly introduction to the principles, theories and practice of marketing communications. Written in a lively and engaging style, the book provides you with a coherent and consistent text, blending marketing …
Theoretically, advertising has been regarded as a marketing communication; that is, advertising is subsumed under marketing. However, this thesis deconstructs the existing theories and argues that advertising historically was not a marketing tool due to practical conflicts withi…
Getting Multi-Channel Distribution Right provides a comprehensive treatment of modern distribution strategy that is analytically solid, clearly written, and relevant for managers as well as MBA and executive MBA students, and the professors who train them. It covers concepts, me…
"A distribution channel is the chain of distributors, retailers, and other intermediaries through which a supplier's product reaches end consumers, implying a unidirectional movement of goods along a single route, from the point of production to the point of consumption. Even th…
"A distribution channel is the chain of distributors, retailers, and other intermediaries through which a supplier's product reaches end consumers, implying a unidirectional movement of goods along a single route, from the point of production to the point of consumption. Even th…
Getting Multi-Channel Distribution Right provides a comprehensive treatment of modern distribution strategy that is analytically solid, clearly written, and relevant for managers as well as MBA and executive MBA students, and the professors who train them. It covers concepts, me…
"A distribution channel is the chain of distributors, retailers, and other intermediaries through which a supplier's product reaches end consumers, implying a unidirectional movement of goods along a single route, from the point of production to the point of consumption. Even th…
"A distribution channel is the chain of distributors, retailers, and other intermediaries through which a supplier's product reaches end consumers, implying a unidirectional movement of goods along a single route, from the point of production to the point of consumption. Even th…
