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 global perspective on this topical subject. Editor(s): Kitchen, Philip J.; Schultz, Don E.; Eagle, Lynne; De Pelsmacker, Patrick. Num Pages: 292 pages, 26 black & white tables, 40 black & white line drawings. BIC Classification: GTC. Category: (UU) Undergraduate. Dimension: 254 x 178 x 17. Weight in Grams: 663. . 2020. 1st Edition. hardcover. . . . .

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Bibliographic Details

Title: A Reader in Marketing Communications
Publisher: Routledge
Publication Date: 2020
Language: English
ISBN 10: 0415356482
ISBN 13: 9780415356480
Binding: Hardcover
Edition: 1st Edition
Condition: New

About this title

Synopsis

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 Kitchen (Edited by) , Patrick de Pelsmacker (Edited by) , Lynne Eagle (Edited by) , Don E. Schultz (Edited by)

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