Kimmel: Marketing Communication
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Жанр : Oxford University Press
Издательство : Oxford University Press
Год издания : 2005
Аннотация:
- Cutting edge perspectives from both academics and practitioners — Presents an up-to-date overview and analysis of developments in all areas of marketing communication — Looks at the changes to communication and consumer responses brought about by new technologies Strong international group of contributors Marketing Communication: New Approaches, Technologies, and Styles brings together leading authorities from both academia and the marketing industry to provide a comprehensive overview and analysis of the rapidly changing world of marketing communication in the 21st Century. Containing a broad tableau of perspectives, the book reflects the insights and experiences of academics and practitioners from both sides of the Atlantic. With its timely and in-depth focus on contemporary and evolving trends in marketing communication, this book will be of interest to a diverse audience of academics, students, and marketing professionals. Primarily intended as a supplemental reader for undergraduate, graduate, and MBA courses, the focus on emerging developments in the field will also appeal to a broad range of researchers and marketing professionals.