A Reader in Marketing Communications

ISBN 10: 0415356482 / ISBN 13: 9780415356480
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Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix.

Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area – the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers.

Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.

About the Author: Philip J. Kitchen holds the Chair in Strategic Marketing at Hull University Business School, UK.
Patrick de Pelsmacker is Professor of Marketing at the University of Antwerp Management School, Belgium.
Lynne Eagle is Associate Professor of Marketing at Massey University, Albany Campus, New Zealand.
Don E. Schultz is Professor Emeritus-in-Service of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, USA.

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Title: A Reader in Marketing Communications
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Kitchen, Philip J. [Editor]; de Pelsmacker, Patrick [Editor]; Eagle, Lynne [Editor]; Schultz, Don E. [Editor];
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Editor-Philip J. Kitchen; Editor-Patrick de Pelsmacker; Editor-Lynne Eagle; Editor-Don E. Schultz
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KITCHEN, PHILIP; DE PELSMACKER, PATRICK; EAGLE, LYNNE; SCHULTZ, DON E.
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