Essentials of Marketing Communications: 2nd Edition

Author: Brian
Publisher:
Publish Date: 2003-11-01
Features: This book provides a precise overview of marketing communication, encompassing the theoretical foundations of marketing communication, various communication methods, and communication mix. It also elaborates on the operational techniques of various communications, as well as the basic processes for formulating communication strategies and decision-making. It demonstrates the practical effectiveness of marketing communication in enhancing corporate image and expanding sales. The book organically integrates current marketing theories with actual consumer behavior, analyzes vivid and contemporary case studies, and encourages readers to think and practice through a question-and-answer format. Additionally, the book's structure is well-organized, fully engages readers, and is highly interactive. It is an outstanding marketing communication textbook that has gained unanimous praise from both students and teachers abroad.