Marketing communications theory and applications

Marketing Communications, by Rossiter and Bellman, is the definitive new text in the field. It is the only textbook in marketing communications that draws comprehensively from both the academic literature and the applied literature, and from Europe and Australasia as well as the U.S.A. Marketing C...

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Bibliographic Details
Main Author: Rossiter, John R. (Author)
Other Authors: Bellman, Steven
Format: Book
Language:English
Published: French Forest, NSW Pearson/Prentice Hall 2005
Subjects:
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Summary:Marketing Communications, by Rossiter and Bellman, is the definitive new text in the field. It is the only textbook in marketing communications that draws comprehensively from both the academic literature and the applied literature, and from Europe and Australasia as well as the U.S.A. Marketing Communications covers all contemporary forms of marcoms - brand advertising and direct-response advertising, sales promotion, corporate image advertising, sponsorship, PR, personal selling and telemarketing - and includes a special chapter on social marketing campaigns. A consistent, logical planning approach is followed throughout, and the book is full of useful theoretical frameworks and procedures. No other book on marcoms comes close to this one for being comprehensive and contemporary. Marketing Communications is suitable for undergraduate and post-graduate students as well as marketing practitioners.
Item Description:Includes index
Physical Description:xv, 500 pages illustrations 28 cm
ISBN:9781741032697
1741032695