TY  - BOOK
AU  - Kitchen Philip J
TI  - Marketing Communications / Principles and Practice
SN  - 1861521960
PY  - 1999///
PB  - International Thomson Business Press
N2  - 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
ER  -