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A Reader in Marketing Communications

A Reader in Marketing Communications

Paperback (08 Dec 2005)

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Publisher's Synopsis

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix.

Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area - the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers.

Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.

About the Publisher

Routledge

Routledge is the world's leading academic publisher in the Humanities and Social Sciences. We publish thousands of books and journals each year, serving scholars, instructors, and professional communities worldwide. Our current publishing programme encompasses groundbreaking textbooks and premier, peer-reviewed research in the Social Sciences, Humanities, and Built Environment. We have partnered with many of the most influential societies and academic bodies to publish their journals and book series. Readers can access tens of thousands of print and e-books from our extensive catalogue of titles. Routledge is a member of Taylor & Francis Group, an informa business.

Book information

ISBN: 9780415356497
Publisher: Taylor & Francis
Imprint: Routledge
Pub date:
DEWEY: 658.802
DEWEY edition: 22
Language: English
Number of pages: 273
Weight: 540g
Height: 246mm
Width: 174mm
Spine width: 16mm