Essentials of Marketing Communications (2nd Edition) (Essentials of World Authoritative Textbook Translation Series)

Author: Jim Blythe
Publisher:
Publish Date: 2003-11-01
Features: Combines the wisdom of experts and condenses the essence of management. This book provides an accurate overview of marketing communication, including its theoretical foundations, various communication methods (both traditional and emerging), and communication mix. It also elaborates on the operational techniques of various communications and the basic processes for formulating communication strategies and management, demonstrating the practical effectiveness of marketing communication in enhancing corporate image and expanding sales. It organically integrates current marketing theories with actual consumer behavior, analyzes vivid and contemporary case studies, and encourages readers to think and practice through the form of questions. The book is well-structured, concise, highly practical, and interactive, making it a standout marketing communication textbook praised by both students and teachers abroad. It offers an ideal choice for marketing professionals in universities and colleges, as well as marketing staff in enterprises and institutions, and related personnel in advertising and media organizations.