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by Philip J. Kitchen,Patrick de Pelsmacker,Lynne Eagle,Don E. Schultz

  • ISBN: 0415356490
  • Category: Money & Business
  • Author: Philip J. Kitchen,Patrick de Pelsmacker,Lynne Eagle,Don E. Schultz
  • Subcategory: Marketing & Sales
  • Other formats: rtf mbr mbr mobi
  • Language: English
  • Publisher: Routledge; 1 edition (January 15, 2006)
  • Pages: 296 pages
  • FB2 size: 1619 kb
  • EPUB size: 1892 kb
  • Rating: 4.3
  • Votes: 775
Download A Reader In Marketing Communications fb2

Hardback 292 Pages, Published: 08/12/2005. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix.

PHILIP J. KITCHEN holds the Chair in Strategic Marketing at Hull University Business School. Prior to this he held the Martin Naughton Chair in Business Strategy, specializing in Marketing at the Queen's University Management School, Belfast. Prior to his academic career he worked as a manager for a national firm before entering higher education as a mature student.

by Philip Kitchen and Patrick de Pelsmacker. by Philip J. Kitchen, Don E. Schultz, Lynne Eagle, Patrick de Pelsmacker.

Books by Patrick de Pelsmacker with Solutions. Philip Kitchen, Philip J. Kitchen, Patrick de Pelsmacker. Philip J. Kitchen, Patrick de Pelsmacker, Philip Kitchen, Kitchen ET Al, Lynne Eagle, Don E. Schultz. Don E. Schultz, Philip Kitchen, Philip J. Kitchen, Patrick de Pelsmacker, Lynne Eagle.

A Reader in Marketing Communications. London and New York, NY: Routledge 2005. ISBN: 0415356400 £2. 9 (paperback). Article in European Journal of Marketing 40(7/8):9110 · July 2006 with 3 Reads. How we measure 'reads'.

A Reader in Marketing Communications fills a long-standing void in the IMC literature. It does so by providing an excellent overview of the key literature, helpful chapter introductions, important readings in all of the major areas within marketing communication, discussion questions, and case scenarios. This is a much-welcomed book for university students as well as for professionals who want an insightful overview of this important field. Charles H. Patti, Queensland University of Technology, Australia. Kitchen, Patrick De Pelsmacker Foundations of Marketing Communications: A European Perspective by. Patrick De Pelsmacker, Maggie Geuens. Foundations of Marketing Communications: A European Perspective by.

This textbook is the first introductory primer on integrated marketing communications. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration.

Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective.

Integrated Marketing Communication: A Primer. Philip Kitchen, Patrick De Pelsmacker. Marketing Communications: A European Perspective

Integrated Marketing Communication: A Primer. Download (PDF). Читать. Marketing Communications: A European Perspective. Patrick De Pelsmacker, Maggie Geuens, Joeri Van Den Bergh.

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix.

Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area – the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers.

Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.



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