Marketing Communications: Theory and Applications (BOK)

Steven Bellman, John R. Rossiter

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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.


Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2005 Forfatter John R. Rossiter, Steven Bellman
Pearson Higher Education
ISBN 9781741032697
Antall sider 500 Dimensjoner 21,4cm x 25,3cm x 2,9cm
Vekt 1142 gram Leverandør Bertram Trading Ltd
Emner og form Sales & marketing