Marketing communications :
Rossiter, John R.
Marketing communications : objectives, strategy, tactics / John R. Rossiter, Larry Percy, Lars Bergkvist. - London Sage publ. 2018 - xi, 566 pages : illustrations ;
Includes bibliographical references and indexes.
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective to provide students with a practical planning system and a seven-step approach enabling them to create a consistent and comprehensive marketing plan.
9781526438652
2018932209
Communication in marketing.
Positioning (Advertising)
Marketing.
Communication of information; Business
HF5415.123.R6 2018
Marketing communications : objectives, strategy, tactics / John R. Rossiter, Larry Percy, Lars Bergkvist. - London Sage publ. 2018 - xi, 566 pages : illustrations ;
Includes bibliographical references and indexes.
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective to provide students with a practical planning system and a seven-step approach enabling them to create a consistent and comprehensive marketing plan.
9781526438652
2018932209
Communication in marketing.
Positioning (Advertising)
Marketing.
Communication of information; Business
HF5415.123.R6 2018