Marketing communications principles and practice

• Main Author: Kitchen, Philip J (Author)
• Format: Book
• Language: English
• Published: London Int. Thompson 1999
• Edition: 1st ed
• Subjects: Marketing; Communication
• Online Access: Click Here to View Status and Holdings.

 Marketing Communications provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. Illustrated by numerous case vignettes, the book draws on the opinions, views, expertise and understanding of a large number of authors/contributors, who are recognized experts in their respective domains. Marketing Communications explores an area of exciting diversity and significant growth, especially as the 21st century unfolds. This is a comprehensive book, with excellent coverage of all key functional areas - from advertising to direct marketing, from marketing public relations to the Internet. But it also contains key theoretical chapters - from information processing to elaboration likelihood, from audience analysis to measuring the success rate.