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Książka Marketing Communications Philip J. Kitchen

Marketing Communications

Principles and Practice

Autor: Philip J. Kitchen
Język: Angielski
Oprawa: Miękka
Wydawca: Cengage Learning EMEA
Dostępność: Dostępna u dostawcy
Wysyłamy za 3-5 dni
629.24 zł
"Marketing Communications" provides a detailed study of the practical and theoretical frameworks und...

Informacje o książce

Autor
Philip J. Kitchen
Język
Angielski
Oprawa
Książka - Miękka
Data wydania
1998
strony
512
EAN
9781861521965
ISBN
1861521960
Enbook ID
05122884
Wydawca
Cengage Learning EMEA
Waga
1026
Wymiary
190 x 244 x 32

Pełny opis

"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.

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