Marketing Communications Management: concepts and theories, cases
and practice makes critical reflections on the prime issues in
integrated marketing communications and is designed to encourage
the reader to stop and think about key issues. The author takes a
managerial approach to the subject and provides a set of frameworks
that facilitate both learning and teaching. A wide range of
pedagogical features is included such as sample exam questions,
'stop points', vignettes, and case studies, and a summary of key
points concludes each chapter. Most organizations need some form of
marketing or corporate communications and this text is designed to
service both practitioners and students undertaking formal study.
The author addresses strategic and critical issues that dovetail
with the current interest in marketing communications as reflected
in the media, with particular emphasis given to advertising and
sponsorship.
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