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.
- ISBN10 1741032695
- ISBN13 9781741032697
- Publish Date 20 January 2005
- Publish Status Out of Print
- Out of Print 12 December 2014
- Publish Country GB
- Publisher Pearson Education Limited
- Imprint Prentice-Hall
- Format Paperback
- Pages 520
- Language English