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Marketing Communications: Objectives, Strategy, Tactics

Book


Abstract


  • Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan.

Authors


  •   Rossiter, John R.
  •   Percy, Larry (external author)
  •   Bergkvist, Lars I. (external author)

Publication Date


  • 2018

Citation


  • Rossiter, J. R., Percy, L. & Bergkvist, L. (2018). Marketing Communications: Objectives, Strategy, Tactics. London, United Kingdom: Sage.

International Standard Book Number (isbn) 13


  • 9781526438645

Number Of Pages


  • 584

Place Of Publication


  • London, United Kingdom

Abstract


  • Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan.

Authors


  •   Rossiter, John R.
  •   Percy, Larry (external author)
  •   Bergkvist, Lars I. (external author)

Publication Date


  • 2018

Citation


  • Rossiter, J. R., Percy, L. & Bergkvist, L. (2018). Marketing Communications: Objectives, Strategy, Tactics. London, United Kingdom: Sage.

International Standard Book Number (isbn) 13


  • 9781526438645

Number Of Pages


  • 584

Place Of Publication


  • London, United Kingdom