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Marketing communications classics : an international collection of classic and contemporary papers

Author: David Arnott; Maureen Fitzgerald
Publisher: London : Thomson Learning, 2000.
Edition/Format:   Print book : EnglishView all editions and formats
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With contributions from a range of experts, this text includes many of the most important and influential articles in the field of marketing communications.

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Document Type: Book
All Authors / Contributors: David Arnott; Maureen Fitzgerald
ISBN: 1861525079 9781861525079
OCLC Number: 41071608
Notes: Includes index.
Description: xx, 524 pages : illustrations ; 25 cm
Contents: Introduction by Terry Shimp.1. Towards Integrated Marketing Communications.2. Advertising - Creativity and Effectiveness.3. Advertising - Media Channel Management.4. Direct Marketing.5. Marketing Communications and Electronic Media.6. Public Relations, Publicity and Crisis Management.7. Sales Promotion.8. Personal Selling.
Responsibility: Maureen Fitzgerald and David Arnott.

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Introduction by Terry Shimp 1. Towards Integrated Marketing Communications 2. Advertising - Creativity and Effectiveness 3. Advertising - Media Channel Management 4. Direct Marketing 5. Marketing Read more...

 
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