objectives, strategy, tactics Rossiter, John R. creator Percy, Larry author. Bergkvist, Lars author. text bibliography cau Los Angeles London SAGE Publications 2018 monographic eng

print

xi, 566 pages : illustrations ; 25 cm 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. John R. Rossiter, Larry Percy, Lars Bergkvist. Includes bibliographical references and indexes. Communication in marketing Positioning (Advertising) Marketing Communications Cir./658.802/R736 9781526438652 2018932209 DLC 180119 20250826125639.0 20297743 eng