000			01526cam a2200373 i 4500
001			20297743
003			OSt
005			20250826125639.0
008			180119s2018 caua b 001 0 eng
010			_a 2018932209
020			_a9781526438652 _q(paperback)
035			_a20297743
040			_aDLC _beng _erda _cDLC
042			_apcc
082	0	0	_aCir./658.802/R736
100	1		_aRossiter, John R.,
245	1	0	_aMarketing communications : _bobjectives, strategy, tactics / _cJohn R. Rossiter, Larry Percy, Lars Bergkvist.
260			_aLos Angeles ; _aLondon : _bSAGE Publications, _c2018.
300			_axi, 566 pages : _billustrations ; _c25 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and indexes.
520			_aUniting 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.
650		0	_aCommunication in marketing.
650		0	_aPositioning (Advertising)
650		1	_aMarketing.
650		1	_aCommunications.
700	1		_aPercy, Larry, _eauthor.
700	1		_aBergkvist, Lars, _eauthor.
906			_a7 _bcbc _corigres _d3 _encip _f20 _gy-gencatlg
942			_2ddc _cCIR
999			_c9198 _d9198