2020年12月1日 9:12 AM #7350Bella Brownゲスト
Principles and Practice
by Philip J. Kitchen
- ISBN: 9781861521965 (1861521960)
- Release date: November 19, 1998
- Author: Philip J. Kitchen
- Language: english
- Publisher: Cengage Learning
- Format: paperback, 534 pages
About The Book
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 recognized 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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