Marketing communications : objectives, strategy, tactics /
Rossiter, John R.,
Marketing communications : objectives, strategy, tactics / John R. Rossiter, Larry Percy, Lars Bergkvist. - Los Angeles ; London : SAGE Publications, 2018. - xi, 566 pages : illustrations ; 25 cm
Includes bibliographical references and indexes.
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective to provide students with a practical planning system and a seven-step approach enabling them to create a consistent and comprehensive marketing plan.
9781526438652
2018932209
Communication in marketing.
Positioning (Advertising)
Marketing.
Communications.
Cir./658.802/R736
Marketing communications : objectives, strategy, tactics / John R. Rossiter, Larry Percy, Lars Bergkvist. - Los Angeles ; London : SAGE Publications, 2018. - xi, 566 pages : illustrations ; 25 cm
Includes bibliographical references and indexes.
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective to provide students with a practical planning system and a seven-step approach enabling them to create a consistent and comprehensive marketing plan.
9781526438652
2018932209
Communication in marketing.
Positioning (Advertising)
Marketing.
Communications.
Cir./658.802/R736