TY  - BOOK
AU  - Rossiter,John R.
AU  - Percy,Larry
AU  - Bergkvist,Lars
TI  - Marketing communications: objectives, strategy, tactics 
SN  - 9781526438652
AV  - HF5415.123.R6 2018 
PY  - 2018///
CY  - London
PB  - Sage publ.
KW  - Communication in marketing
KW  - Positioning (Advertising)
KW  - Marketing
KW  - Communication of information; Business
N1  - Includes bibliographical references and indexes
N2  - 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
ER  -