"Marketing Communications: A Reader"is an international and multidisciplinary collection that reflects the complex and diverse range of information available on marketing communications today.
Features include:
* Editors' analysis and commentary
* Case studies
* Discussion questions
* Each chapter is dedicated to a key element of the promotional mix
The editors provide pathways of understanding to enable readers to develop their knowledge and comprehension of the various tools, concepts and practice of marketing communications.
Engaging and illuminating, the...