Marketing Communications: Objectives, Strategy, Tactics

ISBN-13: 9781526438645 / Angielski / Twarda / 2018 / 584 str.

John R. Rossiter; Larry Percy; Lars Bergkvist

Opis

Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective to provide students with a practical planning system and a seven-step approach enabling them to create a consistent and comprehensive marketing plan.