Marketing Communications: Contexts, Contents and Strategies (2nd Edition)

Type

Book

Authors

Chris Fill

ISBN 10

0130102296

ISBN 13

9780130102294

Tags

Marketing

Description

There are numerous practitioner-based books that tell readers how to do marketing communications. This book seeks to provide an alternative, perhaps more challenging perspective to the subject, being written from an academic perspective. It seeks to bring together aspects of both marketing and corporate communications on the basis that relationship marketing principles will continue to be the dominant paradigm. Instructor's Manual with PowerPoint Slides (0-13-010220-2). - from Amzon

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