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Books > Business & Economics > Business & management > Business communication & presentation
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Marketing Communications - Principles and Practice (Paperback, New edition)
Loot Price: R1,488
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Marketing Communications - Principles and Practice (Paperback, New edition)
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Marketing Communications provides a detailed study of the practical
and theoretical frameworks underpinning marketing communications.
Illustrated by numerous case vignettes, the book draws on the
opinions, views, expertise and understanding of a large number of
authors/contributors, who are recognized experts in their
respective domains. Marketing Communications explores an area of
exciting diversity and significant growth, especially as the 21st
century unfolds. This is a comprehensive book, with excellent
coverage of all key functional areas - from advertising to direct
marketing, from marketing public relations to the Internet. But it
also contains key theoretical chapters - from information
processing to elaboration likelihood, from audience analysis to
measuring the success rate.
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