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 recognised 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.
- ISBN13 9781861521965
- Publish Date 19 November 1998
- Publish Status Active
- Out of Print 14 March 2021
- Publish Country GB
- Imprint Cengage Learning EMEA
- Edition New edition
- Format Paperback
- Pages 512
- Language English