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Anotácia knihy

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.

Parametre knihy

Zaradenie knihy Knihy po anglicky Economics, finance, business & management Business & management Sales & marketing

• Celý názov: Integrated Marketing Communications
• Podnázov: A Global Brand-Driven Approach
• Autor: Philip J. Kitchen, Marwa E. Tourky
• Jazyk: Angličtina
• Väzba: Brožovaná
• Počet strán: 374
• EAN: 9783030764159
• ISBN: 303076415X
• ID: 36551901
• Nakladateľ: Springer Nature Switzerland AG
• Hmotnosť: 592 g
• Rozmery: 156 × 235 × 29 mm
• Dátum vydania: 04. January 2022

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