Marketing Communications / Principles and Practice

Contributor(s):

Kitchen Philip J

Material type:

TextPublication details: International Thomson Business Press, 1999Description: 534ISBN:

1861521960

Summary: This text provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. Preface, Introduction and Overview of Marketing Communications, Planning the Marketing Communications Process, The Organizational Context of Marketing Communications, The Drive for Integrated Marketing Communications, The Communications Process and the Semiotic Boundary, Adoption and Diffusion Processes, Environmental Issues in Marketing Communications, Marketing Communications Activities, Advertising, Direct Marketing, Marketing Public Relations, Relationship Marketing, The Argument for Advertising Agency Remuneration, Role and Function: Principles and Practice Revisited, Index.

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Holdings
Item type	Current library	Call number	Copy number	Status	Barcode
Books	MC Athens Campus Library	658.802 KIT (Browse shelf(Opens below))	1	Available	9780000054852

This text provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. Preface, Introduction and Overview of Marketing Communications, Planning the Marketing Communications Process, The Organizational Context of Marketing Communications, The Drive for Integrated Marketing Communications, The Communications Process and the Semiotic Boundary, Adoption and Diffusion Processes, Environmental Issues in Marketing Communications, Marketing Communications Activities, Advertising, Direct Marketing, Marketing Public Relations, Relationship Marketing, The Argument for Advertising Agency Remuneration, Role and Function: Principles and Practice Revisited, Index.

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Marketing Communications / Principles and Practice