Marketing Communications: Principles and Practice by Philip Kitchen PAPERBACK

Cengage Learning EMEA

Marketing CommunicationsPrinciples and Practice\nAuthor(s): Philip Kitchen\nFormat: Paperback\nPublisher: Cengage Learning EMEA, United Kingdom\nImprint: Cengage Learning EMEA\nISBN-13: 9781861521965, 978-1861521965\nSynopsis\nMarketing Communications provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. Illustrated by numerous case vignettes, the book draws on the opinions, views, expertise and understanding of a large number of authors/contributors, who are recognised experts in their respective domains. Marketing Communications explores an area of exciting diversity and significant growth, especially as the 21st century unfolds. This is a comprehensive book, with excellent coverage of all key functional areas - from advertising to direct marketing, from marketing public relations to the Internet. But it also contains key theoretical chapters - from information processing to elaboration likelihood, from audience analysis to mea.