A reader in marketing communications. (2020)

• Record Type: Book
• Further Information: Note: Edited by Philip J. Kitchen, Patrick de Pelsmacker, Lynne Eagle, Don E. Schultz.
• Editors: Kitchen, Philip J
• Contents: About the Editors. Acknowledgements. Introduction and Overview of Marketing Communications. From Advertising to Integrated Marketing Communications. Reading 1. Advertising: What to Say, When. Reading 2. Sales Promotion. Reading 3. From Direct Mail to Direct Response Marketing. Readings 4 and 5. Marketing PR. Reading 6. Sponsorship. Reading 7. Personal Selling. Reading 8. Internet and the World Wide Web. Reading 9. Roots of Relationship. Marketing. Reading 10. Measuring the Success Rate of Marketing Communications. Reading 11. Summary and Conclusion
• Edition: 1st
• Publisher Details: London : Routledge
• Publication Date: 2020
• Extent: 1 online resource, illustrations
• Subjects: 658.802; Communication in marketing; Marketing; Advertising
• Languages: English
• ISBNs: 9781000143263
• Related ISBNs: 9781000100952; 9781000117905; 9781003060420
• Notes: Note: Includes bibliographical references.; Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.