John Rossiter and Steven Bellman, Marketing Communications: theory and applications, Prentice Hall, Frenchs Forest, 2005, 500p.
Abstract
Marketing communications - marcoms - are broadening and evolving, even as you read this, which poses a challenge to us as authors to identify the substantial and the worthwhile from among the many recent trends. The broadening and evolving marcoms options also pose a challenge to you, the present or future marketing manager, because they make it increasingly difficult to make intelligent decisions in planning a marcoms campaign. In the increasingly complex world of marcoms, there is greater need than ever for a comprehensive but workable planning system for marcoms management. This book provides such a system.
Publication Details
John Rossiter and Steven Bellman, Marketing Communications: theory and applications, Prentice Hall, Frenchs Forest, 2005, 500p.
Abstract
Marketing communications - marcoms - are broadening and evolving, even as you read this, which poses a challenge to us as authors to identify the substantial and the worthwhile from among the many recent trends. The broadening and evolving marcoms options also pose a challenge to you, the present or future marketing manager, because they make it increasingly difficult to make intelligent decisions in planning a marcoms campaign. In the increasingly complex world of marcoms, there is greater need than ever for a comprehensive but workable planning system for marcoms management. This book provides such a system.