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Marketing communications management : concepts and theories, cases and practices / Paul Copley

By: Material type: TextTextPublication details: Oxford : Elsevier/Butterworth-Heinemann, [2004]Description: xiv, 441 p. : figs., tabs. ; 29 cmISBN:
  • 9780750652940
  • 9780750652940
Subject(s):
Partial contents:
Part 1: Marketing communications in context -- Part 2: Advertising as art of persuasion, strategic thinking and managed discipline -- Part 3: Sales promotion and direct marketing -- Part 4: Public relations issues -- Part 5: Personal communications -- Part 6: End piece
Summary: Truly comprehensive and international in its scope, this text makes critical reflections on the most important issues in marketing communications.
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Includes bibliographical references and index

Part 1: Marketing communications in context -- Part 2: Advertising as art of persuasion, strategic thinking and managed discipline -- Part 3: Sales promotion and direct marketing -- Part 4: Public relations issues -- Part 5: Personal communications -- Part 6: End piece

Truly comprehensive and international in its scope, this text makes critical reflections on the most important issues in marketing communications.

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