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Marketing Communications Classics David Arnott (University of Warwick)

Marketing Communications Classics By David Arnott (University of Warwick)

Marketing Communications Classics by David Arnott (University of Warwick)

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Summary

With contributions from a range of experts, this text includes many of the most important and influential articles in the field of marketing communications.

Marketing Communications Classics Summary

Marketing Communications Classics: An International Collection of Classic and Contemporary Papers by David Arnott (University of Warwick)

Marketing Communications Classics brings together, for the first time, a selection of classic and contemporary articles into a single user-friendly volume. With contributions from a range of experts this text includes many of the most important and influential articles in the field of marketing communications.

Marketing Communications Classics Reviews

Introduction by Terry Shimp 1. Towards Integrated Marketing Communications 2. Advertising - Creativity and Effectiveness 3. Advertising - Media Channel Management 4. Direct Marketing 5. Marketing Communications and Electronic Media 6. Public Relations, Publicity and Crisis Management 7. Sales Promotion 8. Personal Selling

Table of Contents

Introduction by Terry Shimp. 1. Towards Integrated Marketing Communications. 2. Advertising - Creativity and Effectiveness. 3. Advertising - Media Channel Management. 4. Direct Marketing. 5. Marketing Communications and Electronic Media. 6. Public Relations, Publicity and Crisis Management. 7. Sales Promotion. 8. Personal Selling.

Additional information

GOR002787287
9781861525079
1861525079
Marketing Communications Classics: An International Collection of Classic and Contemporary Papers by David Arnott (University of Warwick)
David Arnott (University of Warwick)
Used - Very Good
Paperback
Cengage Learning EMEA
19990930
256
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Marketing Communications Classics