A Reader In Marketing Communications

Marketing Communications: A Readeris an international and multidisciplinary collection that reflects the complex and diverse range of information available on marketing communications today. Features include: * Editors' analysis and commentary * Case studies * Discussion questions * Each chapter is dedicated to a key element of the promotional mix The editors provide pathways of understanding to enable readers to develop their knowledge and comprehension of the various tools, concepts and practice of marketing communications. Engaging and illuminating, the editors have created a wonderful resource that spans this complex and important subject offering a thoughtful analysis and explanation that will prove invaluable to anybody with an interest in marketing communications.