Marketing communications : principles and practice

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Title:

Author:

Kitchen, Philip J.

ISBN:

9781861521965

Personal Author:

Kitchen, Philip J.

Publication Information:

London : International Thomson Business Press, 1999.

Physical Description:

ix, 534 pages ; 25 cm

Abstract:

Marketing Communications provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. The book draws on the opinions, views, expertise and understanding of a large number of contributors.

Subject Term:

Communication in marketing.

Communication in marketing. (OCoLC)fst00870196

Marketing.

Electronic Access:

Table of contents http://digitool.hbz-nrw.de:1801/webclient/DeliveryManager?pid=849251&custom_att_2=simple_viewer

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Summary

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.