Integrated Marketing Communications: The Holistic Approach

Tony Yeshin

Informasi Dasar

58 kali
23.21.395
658.802
Buku - Elektronik (E-Book)
21

Integrated Marketing Communications is a new text which will answer the key questions of what marketing communications is, how it works and why it is such a vital contemporary marketing function. It is a comprehensive and authoritative overview of this complex and rapidly evolving area.

The author's long experience in the industry, and as a senior academic, ensures that the book is able to show how the communications process really works and how it can best be managed in a strategically and tactically cost effective manner.

Throughout the book the framework of analysis, planning, implementation and control is used to help the student organize their approach to the complex decision making in the present communications environment.

This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business Communication, Promotional Practice and Marketing Communications.

Subjek

COMMUNICATION IN MARKETING
METHODOLOGY,

Katalog

Integrated Marketing Communications: The Holistic Approach
0 7506 1923 6
371p.: pdf file.; 6 MB
English

Sirkulasi

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Pengarang

Tony Yeshin
Perorangan
 
 

Penerbit

Chartered Institute of Marketing
New York
1998

Koleksi

Kompetensi

 

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