MARKETING COMMUNICATIONS

BLYTHE J.

wydawnictwo: FT MANAGEMENT , rok wydania 2000, wydanie II

cena netto: ~~150.00~~ Twoja cena 142,50 zł + 5% vat - dodaj do koszyka

Marketing Communications

This new text is designed to give students a concise overview of the techniques, supporting theories and strategic and tactical decision-making processes involved in marketing communications. Marketing Communications is ideal for use on undergraduate/postgraduate marketing courses as well as MBAs.

Each chapter begins with an overview of the chapter content followed by chapter objectives, and ends with a case study, case study questions, a summary of the chapter's key points, chapter questions, annotated suggestions for further reading, and a glossary.

Features of the text:

• Uses a mixture of UK, European, Australian and

South-East Asian examples.

• Gives proper weighting to areas of the marketing mix other than advertising.

• Covers new areas such as electronic communication, sponsorship, semiotics and direct and database marketing.

Jim BIythe is a Senior Lecturer in Marketing at the University of Glamorgan Business School.

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czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.

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