A Reader in Marketing Communications

By: Philip Kitchen and Patrick De Pelsmacker and Lynne Eagle and Don E. Schultz

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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.

Book Quality:: Publisher Quality
Book Size:: 292 Pages
ISBN-13:: 9781000100952
Related ISBNs:: 9780415356480, 9780415356497, 9781003060420, 9780415356480, 9780415356497, 9781003060420
Publisher:: Taylor and Francis
Date of Addition:: 08/26/20
Copyrighted By:: N/A
Adult content:: No
Language:: English
Has Image Descriptions:: No
Categories:: Nonfiction, Business and Finance, Communication
Submitted By:: Bookshare Staff
Usage Restrictions:: This is a copyrighted book.
Edited by:: Philip Kitchen
Edited by:: Patrick de Pelsmacker
Edited by:: Lynne Eagle
Edited by:: Don E. Schultz