A Reader In Marketing Communications

出版者:Routledge

作者:Kitchen, Philip J. (EDT)/ De Pelsmacker, Patrick (EDT)/ Eagle, Lynne (EDT)/ Schultz, Don E. (EDT)

页数:292

出版时间:2005-12

价格:$ 231.65

装帧:HRD

isbn号码:9780415356480

图书标签:marketingcommunication

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.