Marketing communications frameworks, theories, and applications

• Main Author: Fill, Chris (Author)
• Format: Unknown
• Published: New York Prentice-Hall 1995; ©1995
• Subjects: Sales promotion; Marketing channels; Communication in marketing
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xx, 515 pages illustrations 24 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 0131509624

Bringing together leading and recent views on marketing communications and deals with both brand and corporate issues, this book offers a practical framework within which marketing communications strategy can be developed. Readers should develop skills which will enable them to build their own plans in the future, integrating business strategy with external communications. It covers new aspects in marketing, for example, direct marketing and sponsorship.