| 书目名称 | Integrated Marketing Communications |
| 副标题 | A Global Brand-Drive |
| 编辑 | Philip J. Kitchen,Marwa E. Tourky |
| 视频video | http://file.papertrans.cn/469/468551/468551.mp4 |
| 概述 | Co-written by the ‘godfather‘ of Integrated Marketing Communications.The new book applies the principles of integrated marketing communication to the global marketplace, meeting the growing demand for |
| 图书封面 |  |
| 描述 | .Integrated Marketing Communications: A Global Brand-Driven Approach., .2nd edition. presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today..It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. ..This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights |
| 出版日期 | Textbook 2022Latest edition |
| 关键词 | marketing mix; marketing strategy; branding; brand equity; advertising; PR; Sales promotion |
| 版次 | 2 |
| doi | https://doi.org/10.1007/978-3-030-76416-6 |
| isbn_softcover | 978-3-030-76415-9 |
| isbn_ebook | 978-3-030-76416-6 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl |
|Archiver|手机版|小黑屋|
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