Marketing Communications: Objectives, Strategy, Tactics

Authors

John R. Rossiter, University of WollongongFollow
Larry Percy, Copenhagen Business School
Lars I. Bergkvist, Yonsei UniversityFollow

RIS ID

131918

Publication Details

Rossiter, J. R., Percy, L. & Bergkvist, L. (2018). Marketing Communications: Objectives, Strategy, Tactics. London, United Kingdom: Sage.

Abstract

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