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A Reader in Marketing Communications (Paperback, New ed)
Loot Price: R1,615
Discovery Miles 16 150
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A Reader in Marketing Communications (Paperback, New ed)
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Combining seminal papers on marketing communications with incisive
commentary and overviews from the editors, case studies and student
question and answer sections, this text provides a uniquely global
perspective on this topical subject. It can be used as a supplement
to textbooks on marketing communications, or as an excellent
stand-alone text to give greater instruction and insight into key
elements of the twenty-first century promotional mix. Providing a
one-stop reference for all those studying marketing communications,
this reader tackles the subject from an international perspective.
Each chapter is introduced by one of the four editors, each editor
being from a different core geographic area - the USA, the Pacific
Rim, mainland Europe, and the UK. At the end of each paper
questions are posed to test the student readers. Academically
rigorous, this essential book contributed to by recognized experts
will be a valuable reference for undergraduates and graduates of
marketing, communications, business and management.
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